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parts such as the gears and freehubs plus higher spec tyres or lighter components.
This launch includes a full accessory ecosystem in collaboration with Lazer, Elite, and Madison’s apparel team. What was the logic behind launching the total rider package, and how would you say this benefits both consumer and dealer? Broadening the range beyond bikes has been a key focus for this launch. When parents buy a bike for their child, safety accessories are a priority – while kids are drawn to the fun, expressive elements. Our aim is to deliver both: high-quality safety equipment alongside playful add-ons that simply make riding more enjoyable. We’re fortunate to work with premium accessories partners such as Lazer and Elite, as well as having a strong in-house apparel development team. Together, this has allowed us to create a truly cohesive range. We’ve developed exclusive colourways and designs for Lazer’s Pnut and Nutz helmets to perfectly match the bikes, all featuring KinetiCore technology for enhanced protection. With Elite, we co-created a brand-new low-slung kids’ bottle cage, specifically designed to work within the tight front triangle of a children’s bike. Add to that matching mitts, baskets, bells, kickstands, mudguards and more, and we’ve built a complete ecosystem of products that benefits both consumers and dealers alike.
A lifetime frame/fork warranty that is transferable is quite a bold move. What was the reason you chose to offer this? The realistic growth range period of a children’s bike might be 3 years yet these bikes are meant to last longer than 3 years of course. We know many bikes are passed on within a family, but many others are sold to new families. We didn’t think it was right to cut that warranty short as a bike is passed on to a new rider and our testing suggests that the frames and forks are durable enough to support the lifetime warranty period. Ridgeback is a brand that supports riders and retailers, and this is a way to express that support.
You’ve placed a huge emphasis on premium aftercare and
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quality parts. In an era of “disposable” bikes, how does this range specifically make life easier or more profitable for the mechanic and the salesperson on the shop floor? If you’ve worked in a bike shop, you know how selling a bike feels better when you know you’re unlikely to have an annoyed customer return with a problem you can’t resolve.
Having showcased these models at iceBike, what was the initial reaction from the dealer network? It was a very positive show all round. All of the Ridgeback and Genesis models on show were new, either spec and paint or full new models. The new Ridgeback kid’s bike range had a dedicated stand showing every model, frames and paint swatches for the colour options and a 1:1 scale size chart backdrop. The accompanying P+A range went down well, the ‘one design, two price points’ and sizing logic also landed well for ease of sale.
Finally, how do you view the current state of the kids’ cycling market? What shifts or growth trends have you identified that you think make the kids’ segment such a vital area of investment for Ridgeback and the wider industry right now? Many parents and retailers understand the cost of ownership as much as retail price itself and re-sale value is something we all need to have in mind to build a brand – it comes from spec, support and reptation. There are still some heavy BSO bikes around at lower RRPs that don’t help children engage with being outdoors with a sense of freedom and I think that’s what kid’s bikes should be doing. If they grow up with a love of cycling that’s the best result for us, but I’d see any long-lasting sense of freedom or independence as a positive. I think bikes are now around the logical limit of low weight for the price points, now it’s about spec and weight balance – e.g. tyres can be +/- 500g for a bike and a higher volume, grippier tyre might make a bike more useable for the forest tracks and towpaths many parents prefer to ride on. Islabikes set the standard for low weight bikes, I see most quality brands getting into the right range these days. Now it’s about maximising fit, fun and confidence (of the rider, owner and retailer) within that range.
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