INTERVIEW
Do you support with tools, digital assets, or staff training to help shops talk through the features and benefits effectively? Working exclusively in bikes with Ison is a great match. They have a focused sales and brand team that is enthusiastic and always looking to grow the brand. We offer set POS and Sales packages, giving great margin and then adding you to the stockist program - adding this to a dealer network opens up further benefits from Ison. We can offer many types of support for our partner brands: digital, physical and samples to use in-store; myself or an Ison account manager can carry out training. My primary focus is helping stores get the most from the brand, and all you need to do is ask, and I will arrange a visit. As a team, we are always moving with shop visits, consumer
shows and Trade events, and can offer great support to our dealer networks and wider customer base. I try to spend time in each area helping grow Fidlock by visiting new shops, going into and supporting existing shops and generally getting people stoked on the Fidlock brand across all ecosystems.
I’d imagine that for customers, feeling the “click” and twist
release in their hands helps immensely when understanding Fidlock’s products. Do you approach designing in-store point-of-sale displays differently to encourage interactive, hands-on experiences on the shop floor? Yes, this is Key – we call it the ‘Fidlock moment’; it’s that moment when you realise how the product works and how simple, yet good, the product is, be it the Twists, Vacuum or Pinclip, and you cannot stop yourself from using it! Someone once described a product as ‘fidget toys for adults’, and this has stuck with me. We are always playing with magnets and product in meetings, and I am sure this can be heard and noticed! One key POS we offer to shops is called the TRY ME and is available on request. It can be either worktop or slat wall
34 | September 2026
mounted and has examples of the product for the consumer to use in store and is a great sales tool to have
Fidlock’s lineup spans several technologies and products. From a retail perspective, how do these different product systems complement each other on the shop floor, and how does that help IBDs generate add-on sales and higher customer lifetime value? We make products that are innovative, simple to use and safe; they will complement any range on the shop floor, and we are starting to work with brands like Marin, Mondraker, Merida and many others where the Twist bike base comes with the bike, making the upsell of anything compatible with Twist easier - a bottle, essentials bag or Toolbox. Another great introduction to the brand is the helmet buckles; we work with several helmet manufacturers using our buckle systems, giving more confidence to the end consumer.
As you look toward future seasons in the UK market, what insights or feedback are you hearing? Although recently there has been some more hard news in the UK cycle industry, with more distributors and shops closing, I cross my fingers that this is the end of the bad news, as there is positivity in the air around the sales of E-bikes and consumer confidence; we are all still hung up and hungover from the ‘COVID-19 era’. This is proving to be a challenge for sales, but there is confidence in bikes again with the Tour de France coming back to the UK in 2027. The trade shows and public festival-type events are growing and have a great buzz around them. I am feeling positive for the rest of this year and going into 2027 stronger than ever! The growth and focus for myself will be to have ‘Try Me’
displays placed in stores and grow visibility in each store with a selection of sales tools, POS and award-winning product! ●
www.bikebiz.com
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