INTERVIEW
customers find the right bike for them, and customer experience sits at the heart of this approach. Flexible finance options make ownership easier, while
knowledgeable in-store experts are on hand to guide everything from sizing to aftercare. And when it comes to collecting your new bike, the handover is more than a transaction; it’s a moment of excitement. We appreciate that the customer journey doesn’t stop at the checkout, so we’re levelling up our workshop offering too. Across our store network, we’re opening official Shimano Service Centres, ensuring customers get world- class servicing, diagnostics and support from one of the most trusted names in cycling components. Cycling should feel inclusive. Our goal is to keep the
approachability of a trusted local bike shop while creating a premium experience showcasing the world’s best cycling brands. It’s a balance that we hope keeps the passion alive for seasoned riders while welcoming new cyclists into the fold.”
Powered by Scale and Technology “One of Evans Cycles’ biggest advantages today is being part of Frasers Group. The group brings world-class retail expertise, helping us operate smarter, leaner and better. It unlocks stronger buying power, more efficient supply chains and smarter inventory management - benefits that flow directly to our customers in the form of competitive pricing, wider availability and greater choice. Frasers Group’s track record in retail also means our
stores and online presence are backed by best-in-class merchandising. The goal is simple: make it easy for customers to find what they need, when they need it. Removing friction from the buying process, whether that’s on the shop floor or in the online checkout. At the core of this evolution is technological capability.
We consider our Click & Collect service one of our USPs, bridging the gap between the ease of e-commerce and the reassurance of in-person retail. Customers can browse an extended range online with more sizes, colours and price points than any single store could hold, and then collect from one of our nationwide locations. Our teams will unpack, build and check the bike for free, fitting accessories and offering post-purchase advice. A major milestone on the horizon is our new e-commerce platform launching in 2026, designed to be faster, more intuitive and more integrated with in-store services. Across the wider group, we’re already trialling new tech, including smarter stock systems and personalised recommendations. Once proven, these innovations will be ready to roll out into the specialist world of cycling retail, creating a joined-up experience whether you’re shopping on your phone or in your local high-street store.
www.bikebiz.com Rob Bentley
Scaling with Purpose – UK & Beyond We call it Project 100. Our ambition is to reach 100 stores nationwide within the next five years. It’s not just about chasing numbers; each store is chosen carefully, based on where we can genuinely make cycling more accessible and provide local support and expertise. We remain committed to investing in physical retail. Bikes
are considered, technical purchases and our stores remain the best place for new riders to touch and inspect what they’re buying before they commit. It’s also where they can tap into the expertise of our teams, discussing bike specs, sizing, maintenance, or simply getting advice on the best clothing and accessories for their needs. There’s a halo effect, too. Physical stores drive awareness, which we see reflected in a boost to web performance in the surrounding area. We’re also investing in the future of the industry.
Through apprenticeships and Cytech-accredited training programmes, we’re developing the next generation of bike
October 2025 | 17
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