Len has been owner of Highway Cycles since 2019, but is by no means new to the industry. From a background centred around business growth and people potential, Len has overseen Highway Cycles go from strength-to-strength.
Len originally spent 40 years in the engineering industry and after retiring 17 years ago, he walked into Highway Cycles at the beginning of 2019. He started conversing with Steve, the then-current owner about ongoing difficulties that the retail cycling industry was being faced with.
“It became apparent that that Highway Cycles was having a tough time. Steve’s involvement had started in the mid-eighties, and he had weathered the ups and downs of retail cycles over many decades. After three hours of conversation, it became clear to me that that things were quite serious, and that something drastic needed to happen.”
A few years before this initial discussion discussion, Len purchased his first e-bike, a Riese and Müller Roadster, which he has clocked up a staggering 2,000 miles on. During his experience as a customer of buying his first e-bike, he was shocked at the lack of local suppliers, and on top of that, a personalised purchase experience, tailored to his needs.
“I had been disappointed with the knowledge and the availability of e-bikes in the UK. Other than a few specialist dealers, there were very few independent bike shops that would have stock or knowledge of e-bike products.”
The lacking market led Len to consider purchasing, or starting, a bike shop with adequate stock and knowledge of e-bikes, and he visited four or five stores to discuss getting involved with them.
“So, this discussion with Steve at Highway Cycles was quite timely. I purchased the business from Steve in May 2019. The intention was to provide me with a vested interest in a cycle shop, where I could bring my business skills to help it grow and become successful.”
Len was aware that e-bikes had brought a new sales dynamic to the cycling industry, and he wanted Highway Cycles to capitalise on the momentum, demonstrating to customers who wouldn’t normally feel comfortable riding a pedal bike to feel the experience of the assistance of an electric motor.
“In Europe, this e-transition is much more pronounced. In France, e-bike use has more than quadrupled in three years, due to government incentives and infrastructure improvements- this also applies to most of the continent.”
“There is also a notably increased engagement in cargo e-bikes. These versatile bikes can carry children for the school run, or even provide local tradespeople alternatives to a van.”
After a quiet start to business ownership, less than a year later, Covid came along, and the store experienced an unprecedented surge in demand. Highway Cycles were one of the businesses exempt from closing down and were deemed a necessity during that time, with bikes in short supply, and customers aplenty. The team operated from a quarter of the space they have now, and 16 hour days were the norm.
The Covid lockdowns period saw a significant growth in active travel, and cycling increased in the UK by over 200% (www.gov.uk), with many opting for outdoor exercise.
Sadly, post-Covid bicycle boom, Len has noted a lull, and 2023 has been a quieter year.
“I do think, now that traffic is back in full motion, our customers feel more apprehensive about cycling on the current infrastructure. We hear daily from those with a potential interest in cycling, that safety is their major concern, particularly amongst young families. The UK has a long way to go with sourcing safer infrastructure. Our team constantly engage with associations and local government bodies, but progress could be faster.”
Highway Cycles, under Len’s leadership, has seen the Hertford store convert to a clean, modern space, and expand their venture into Bishop’s Stortford in 2023. Len is ready to face new challenges in the 2024 industry, with his tenacious attitude, and experienced approach to retail, with a stiff motto.
“We have no desire to sell you a bike, we desire to sell the right bike for you,”
Interested in finding out more about getting started with cycling?
Drop into one of our stores, or visit: www.highwaycycles.co.uk
