BRANDS


LEAPS AND BOUNDS


From struggling to find bikes for their kids, to major UK bike builder in the children’s market, Frog Bikes is a family run business hoping to make a difference. C0-founder Jerry Lawson tells BikeBiz the story behind the brand


W


hile there may be plenty of hurdles when it comes to cycling levels amongst children, safety being the most


crucial, one area that is no longer a hindrance is the children’s bike market itself. Rewind 15 years and the choice of bikes for children was limited - cheap supermarket bikes were prevalent, while finding a reliable, functional, and long-lasting bike would have been a struggle for any parents shopping for their youngsters. That was the situation that Jerry and Shelley Lawson found themselves in back in 2011, as they perused the local bike shops to find options for their kids. After speaking to retailers, the Lawsons found there was an


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appetite for quality kids’ bikes, with ride quality at their heart, prompting them to launch their own UK-based bike brand for children, Frog.


Surprising demand “We launched in 2013 and it was because we couldn’t find bikes for our kids,” said


Jerry Lawson, ‘chief Frog’ with the Berkshire- based brand. “We thought there might be an opportunity, but that it might be quite niche. We


talked to some stores who loved the idea and that’s when it all happened. It turned out it wasn’t as niche as we thought.”


Chief Frog Jerry Lawson (above) October 2022 | 49


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