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‘My first ride would have been back in the mid-90s... long before the quality we now see from many children’s bike brands’
CONTENT Editor
Alex Ballinger
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Senior staff writer Rebecca Morley
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Graphic designer Mandie Johnson
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THE EDITOR Kids these days
Can anyone else remember their first bike? Somehow my first adventure on two wheels escapes me, but if there’s one thing I’m certain of it’s that it was nowhere near as impressive as the current options for kids on the market. My first ride would have been back in the mid-90s, before the popularisation of balance
bikes, before the introduction of the enormous range of kids’ bikes now available across disciplines, and long before the quality we now see from many children’s bike brands. While parents today can still opt for the £100 supermarket bikes that you or I might have
grown up on, an increasing number of bike builders are offering something else – longer- lasting, well-designed, well-built machines, all at a higher price point than ever before. More choice can only be a good thing, both for consumers and for the market. Children’s bikes and accessories may not offer the same profits as top-tier road bikes and
£100 jerseys, but there is a wider importance to kids’ bikes, as I learned in my recent interview with the team at British bike brand Forme (p13-14). Getting kids on quality kit at a young age could help create the next generation of bike riders – lifelong consumers of quality cycling products. Providing a brilliant customer experience to a family buying a kids’ bike could also inspire a family into their own cycling adventures, and may be the deciding factor in guaranteeing their return to your store. But of course a good bike won’t be the only factor in a child’s relationship with their bike.
In this country we still lag behind other nations when it comes to infrastructure safe enough for kids, despite the defiance of some parents who admirably refuse to be intimidated by car- dominated roads on their trips to school. Elsewhere in this month’s mag, senior staff writer Rebecca Morley recounts her visit to the
new UK office of high-end cycling kit brand Maap, to hear about the importance of the British market (p7-8), and we hear from specialist chain The Electric Bike Shop about its continued growth (p44-45).
This month we also delve into the importance of workshop training in prisons, in a new
Printed by Buxton Press Ltd ISSN: 1476-1505 Copyright 2020
feature, ‘Tales from the Workshop’. If you have your own eye-opening story from the workshop floor, be sure to share it with us. We hope you enjoy.
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