INTERVIEW
urging retailers to make the most of these events to share what’s working and what isn’t. “My advice would be to make the most of all these
opportunities; if you really value something, then shout about it so we can do more, if it doesn’t work, tell us so that we can fix it.”
Maintaining Balance In a demanding role, maintaining a healthy work-life balance can be difficult, especially when personal and professional interests collide. Travelling, replying to emails, and attending meetings all add up. But Nadine admits she is lucky that her personal interests align with her role, “Being involved in cycling and the outdoors in my personal life gives me the opportunity to experience the products first-hand. I also see and meet people using our brands and our competitors all the time, and when they know what you do for a living, they often want to share their experiences (good and bad),” she adds. In an attempt to maintain a healthy work-life balance, she
blocks time out on a Friday to plan the week ahead which means being able to go into the weekend with a clear mind, taking time to enjoy a ride without worrying about what she might have forgotten.
and female-friendly language in job adverts, a strategy she has since adopted at ZyroFisher. “The key thing is ensuring that women see that it is possible
to develop a career in cycling and be successful to the highest level,” she explained. She advocates for inclusive recruitment processes, gender-neutral job descriptions, and accommodating policies for neuro-diversity, as well as hybrid and flexible work patterns to support those with caring responsibilities—a demographic that statistically includes a higher proportion of women.
Strengthening Partnerships Talking about partnerships, Nadine said she believes that the ideal relationship between a brand, a distributor, and a retailer “relies on everyone doing their part, as we are so interconnected. The key component to this is open and honest communication.” To foster this, she advised that people make use of and utilise all available feedback channels. At ZyroFisher, they actively seek regular feedback from IBDs, which is reviewed monthly by the senior leadership team. Usually, with a cup of tea, Nadine reads this feedback every morning to ensure that any action needed is sorted promptly. She also highlights the value of face-to-face opportunities like industry trade shows,
36 |September 2025
Looking to the Future Whilst it’s utilised in many respects, ZyroFisher have been using AI for data analysis to focus on inventory optimisation to maximise sales and manage cash flow. In regard to shifts in the distribution model, Nadine shares insights gained during the pandemic. “Covid also demonstrated that people still want to use their local shops and support their local IBD,” she says. “ZyroFisher is continuing to support IBDs and finding ways of providing a more efficient service. We have a programme of continual improvement on our B2B portal with the aim of making it easier and offering more self-serve options.” They have also introduced a Retail Marketing Manager to help support retailers with POS in-store, including custom solutions if required.
Looking to the future, Nadine is excited about the industry’s
recent growth after a prolonged decline. “The cycling industry has been in growth for three months after a long period of decline; this is what we have been wanting for the past four years,” she says. “We are keen to ensure that everyone feels welcome in
cycling, whatever their age, gender, ethnicity, background or fitness level,” she says. “Cycling and the industry can sometimes be intimidating to people... With [our brand] Altura, we are able to find a balance, explaining the technical aspects of clothing but without being patronising.” “This is an exciting time for us and the industry as we can focus on the future, growing the industry and getting more people into cycling.”
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