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‘Cycling will continue to evolve, and we, as an industry, will need to adapt to the changes’: Ison distributor focus

‘Cycling will continue to evolve, and we, as an industry, will need to adapt to the changes’: Ison distributor focus

In this month’s distributor insight, Alex Ballinger travels to Cambridgeshire to meet the team at Ison This piece first appeared in the January edition of…

Monday, Jan 16

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In this month’s distributor insight, Alex Ballinger travels to Cambridgeshire to meet the team at Ison

This piece first appeared in the January edition of BikeBiz magazine – get your free subscription here

If there’s one thing that’s certain about mountain bikers, dirt jumpers, and BMX riders, they know the brands they like. Whether it’s style, reliability, or even just habit, riders from these disciplines are some of the most discerning when it comes to the products they trust and are willing to ride.

Ison Distribution has plenty of experience in this area of the bike market, as the Cambridgeshire-based distributor has some of the most recognisable BMX, dirt jump and mountain bike brands in its portfolio. Last year I travelled to Ely, not far from Cambridge, to visit the Ison team and see what was in the pipeline for the coming year.

The hangover
“An overseas friend of mine recently said to me ‘we’ve had quite a party for the last couple of years,” said Lloyd Townsend, managing director of Ison. “‘Now we’ll have to get through the hangover.’ It’s clear that there are going to be some headaches.”

The past year has been tough for many cycling businesses, including Ison, as the pandemic cycling boom came crashing down, and various global events conspired to put a squeeze on spending.
“One of the biggest challenges for 2023 revolves around getting back to some stability for the whole industry,” said Townsend.Supply chain issues have been the biggest cause of concern […]

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