FEATURE
“It was very much turbulent times in the industry, from 2020 to kind of mid to late 2024. But this year, the plan was to return to growth, and ultimately, we have done that, growing over 10% this year, which is fantastic.” It’s an industry that has been subjected to supply chain
issues, manufacturers not being able to get bikes built and shipped, and many retailers have disappeared because of it. So how has Fully Charged managed to bypass the worst of this and continue to grow? Partly, it’s down to restructuring the team, but it’s also down to concentrating on what they offer in-store. “We’ve very much refined a lot of our processes, and we’ve had quite a big change around with the team over the last 12 months, with lots of new talent in the business in all areas. We’ve recruited top people from different brands, bike- related and non-bike-related, and we’re up to 27 people now in London Bridge, which is an increase of about 25-30%. “We’ve dropped a couple of quite big-name brands to
really focus on ones we have these incredible relationships with. And it’s not just our passion for the products; it’s the people in those brands. For example, we have direct founder relationships with Riese & Muller, Moustache, Tern and all the brands that we work with. “They really like our behaviour as a brand, and help to shine the light on us, so other retailers know how to be proactive, rather than the traditional bike shop model, which is fill it with
www.bikebiz.com
bikes and hope that people come in. “Ours is very, very different. It’s more like a car showroom, which is my background before I started in e-bikes. And a very kind of funnel-led, technology-first marketing approach, through educational content and through kind of interesting technologies, using advanced CRMs and marketing proactively, but not cold calling.” Marketing and content creation are one of the biggest
reasons Fully Charged garners such recognition in the UK, particularly in the family cargo bike market, Jaconelli explains. “That’s a huge area for us. I’ve got young kids. Dan, my business partner’s got young kids. A couple of our sales staff
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