Dennis Publishing to launch Cycling Electric mag and demo day

Dennis Publishing will launch a new electric bike platform complete with magazine and demo event under the Cycling Electric banner.

Set for newsstands from the end of April, the magazine will see a distribution of 40,000 copies, priced at £5.99 and distributed widely in selected WH Smith branches, Sainsbury’s and key independent retailers across the UK.

The title is the publisher’s third in the portfolio, joining road cycling flagship Cyclist and Cyclist Off Road. Furthermore, to ensure the reach deep into the bike industry’s desired demographic of potential new cyclists, Dennis will promote the title through magazines such as The Week and Coach, as well as sister title Driving Electric.

Editorial content will be balanced between educational and inspiring content, designed to provide those curious about assisted cycling with the information they need to make an informed purchase.

A balanced assessment of the market’s leading product across all segments will see consumers shown the possibilities of the electric cargo bike for hauling kids to school, the electric gravel and mountain bike for enabling journeys deeper into the wilderness and the electric folding bike’s role in making multi-modal travel appealing to commuters.

The debut magazine has been guest edited by’ editor Mark Sutton, who said of the opportunity: “When Dennis Publishing first told me of their plans to launch educational material into the electric bike space I had what many in the business describe as ‘the e-Bike smile’. It was something I couldn’t turn down. We hope that Cycling Electric will play a part in bringing cycling to a vastly under-served demographic of people who may have looked at cycling with curiosity, but decided, for whatever reason, that they cannot participate. This is what is so wonderful to me about the e-Bike; the ability to open that door wide and invite everyone in, no matter their age, health status or experience.”

Others with deep experience in the e-Bike sector contributing include industry writer and regular contributor to electric bike centric sites Richard Peace and ex Cycle-Trade editor Duncan Moore

The print title’s release will be flanked by a demo event at Lee Valley’s VeloPark on July 4th. At this ticketed event consumers will be able to try bikes on a one-mile, traffic-free cycle track and take home a goody bag worth £25 at the end of the day.

Confirmed for the Cycling Electric demo event is Evans Cycles as the headline sponsor, alongside Tern, Raleigh, Haibike, Ribble, Forme, Fully Charged and Cowboy, with several others to be announced shorlty. Each of these brands will have experts on hand to guide consumers through the technical features, answer any questions and get them set for their first outing on an assisted bike. The track will be open for demos from 10am through to 4pm.

David Sheppard, Bike Buying Manager at Evans Cycles, said: “We at Evans Cycles are absolutely thrilled to be able to support the inaugural Cycling Electric Demo Day. Having been an early advocate for electric bikes, and the many benefits they bring, we see them playing a central role in both the future of UK cycling and our business. We look forward to welcoming everyone on the 4th July, working with the team at Cycling Electric to showcase the latest electric bikes from some of the UK’s biggest brands and helping more people to enjoy the ride!”

Dennis Publishing, aside from producing magazines, has a growing events portfolio, putting on regular outings for its readers under its Track Days banner, among others.

Dharmesh Mistry, Managing Director, Specialist division added: “Cycling Electric is the new e-Bike media brand that will reach readers across multiple platforms, educating and helping them find the right model for their needs, be that for commuting or leisure. To do this, we’ve brought together the UK’s best e-Bike experts to ensure that our readers get trusted, reliable and jargon-stripped advice on the various categories available. The content will guide consumers through the rapidly developing market and demonstrate that e-bikes can appeal to both cycling newbies and existing commuters, as well as bringing accessibility to the masses.”

Brands wishing to participate in either the magazine or the demo event are invited to contact the publisher by email here, or to read more at the dedicated website here.

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