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from high-end roadies to kids’ bikes. The store also offers something slightly different to most bike shops, in the shape of specialist trikes for disabled people who may not be able to ride a conventional bike. “We never considered selling trikes, like most shops, because it’s too out there, too quirky,” said Rackstraw. “But 11 years ago, I was disabled by a neurological disease that I was diagnosed with.
“It meant I couldn’t ride a conventional bike, so obviously that was a big loss to me. So I looked around and I thought, what could I potentially do? What could I try?” Rackstraw discovered Inspired Cycle Engineering (ICE), a Cornwall-based specialist in recumbent trikes, e-bikes and folding three-wheelers. After contacting ICE about buying his own trike, Rackstraw discovered that ICE was also looking for dealers, so he took on a demo bike from the brand. “Over the years it’s become a really integral and nourishing part of the business - we sell £150,000 worth of trikes a year, which is great, but we also meet a completely different sort of clientele, and it’s a really enjoyable aspect of the business.” This niche of the business both attracts customers from far and wide, making Saddle Safari a destination store, but also helps Rackstraw support people who may not otherwise be able to enjoy riding a bike.
Saddle Safari specialises in ICE trikes
So how can other cycle retailers emulate some of the stand- out work Saddle Safari is doing? “I think you just have to step away from the business sometimes to be able to look in,” said Rackstraw. “It’s difficult when everyone is busy and understaffed, the focus is just getting the work done, but you do need sometimes look at the business as if you are a customer, and see what changes can be made. “How can you stimulate a conversation with the customers, rather than it just being about the sale? “It’s very difficult because you do have to find the time and the resources to do it - but it doesn’t have to cost a lot of money, you just need to be open to ideas.”
Cycling to work? When it comes to encouraging new cyclists to take up two wheels, Rackstraw also raised concerns about Cycle to Work benefits. From his experience, Rackstraw found that many users of these perks are using it as a tax benefit to buy a bike more cheaply, rather than to buy a bike for cycling to work. Rackstraw said often these schemes are used to buy high-end road bikes or mountain bikes, rather than as an encouragement to ditch the car and cycle to work. Instead he suggested reforming the scheme so it rewards people for cycling to work, in the form of credit for miles cycled.
“This would have a real effect in encouraging more active
travel, along with of course the holy grail of safe routes and infrastructure,” he said.
The world needs bikes
Saddle Safari has still found business challenging over the past few months. “I’d say from the beginning of the year we have noticed a drop off in footfall, and a reduction in demand,” said Rackstraw. “Unfortunately with all those customers that we created in Covid, their bikes have been returned to the sheds and are remaining there. “They don’t need to buy new bike, so we need to expand
the customer base, and the way that we expand the customer base is we create new cyclists. And those new cyclists need to be using their bikes for practical usage - travel to and from work, travel to the shops and activities - that’s where the growth is and where a new market will be created, otherwise we’re all just chasing the same existing customers.” Rackstraw foresees this challenging period for the bike trade continuing for the next 12 months, as bike businesses continue trying to shift the current stock, with that stock also being devalued due to extensive discounting. He added: “The UK needs people to cycle more than ever, so society doesn’t really have a choice but to embrace the bike.”
18 | September 2023
www.bikebiz.com
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