Tuesday, 19 March 2024
FeaturedNewsTrade Opinions

Events (getting people riding): Cristóbal Pérez on the future

In part 5 of this 7 part feature series, Cristóbal Pérez – a seasoned cycling industry professional with a track record of leading change – explores what the future could bring to our industry; the good, the bad, and the ugly. In each of these there is opportunity – if you can embrace the change required to unlock it.

I always try to look ahead. The past is immovable now, but the future is still to be written.

Not long ago, events in the bike industry happened, indoors. The layout was static. Bike exhibitions were that, just a display. It was a format quite suitable for professionals: comfortable, more analytic than visceral, in a business scenario that propitiated meetings, and transactions, with no soul any of them.

At the time, users shyly turned around the anchored to the floor bikes. No touch and feel was involved. But, out of the blue, users mattered. Before, events happened mostly in trade show facilities. Under a roof: Eurobike, Interbike, etc. To test a bike, especially an MTB one, you need to hit the countryside So, we moved outside.

It is fair to say that the Roc d’Azur, Festibike, and Test the Best were pioneers in the under-the-sky events. Yes, some others as well.

Do we agree that the nature of the events shifted to ride, test, and try? In English, riding the bike that you dreamed of. Right? In doing this, you are increasing the end consumers’ positive perception of their experience. And the conversion from test to purchase went up. It is worse for professionals, because of the lack of privacy, lots of noise, non-suitable arrangements for business, etc. But better for clients and clients-to-be.

Remember, clients (should) rule.

Nonetheless, nowadays, there is a stream of professionals considering the outdoors as a not good place for businesses. What is taking place around this? Brands, clients, and related pro guys’ meetings are happening on the days before the event itself. Say hotels, meeting rooms, private presentations, and product mockups under embargo… It might occur that a purchasing manager will attend those secret encounters and later on, he/she could go for a ride at the event. But not quite likely.

So, are we saying double investment for the brands: outdoors and indoors? I think that there is not a unique solution before those differently targeted setups. The do-it-all events dichotomy could not please everybody. The plates in the scale are difficult to keep in perfect equilibrium

A two event proposal is really difficult, expensive, and only in the hands of a few deep pockets. Otherwise, you have to make up your mind and decide with the advice of your wallet. If you give this for good, it is also clear that those events do not need to happen at the same time and in the same location. You might prepare different venues and arrangements for both consumers and pro profiles.

One more thing to be considered is the location and its linking to the event characteristics. Most of them have taken place in the mountains and/or, ski resorts, or woods. Perfect for MTB tests but more and more inconvenient due to regulations and authorities behind them. But, it has been kind of doable.

So far.

When road bikes are the thing, it becomes a bit more intricate. One person riding on the open road is something that generates no little risk. So, MTB and road bikes’ perspective about being tested is to be written.

The Italian Bike Festival takes place in a speed circuit, which levels the rides between road and MTB bikes.

The aforementioned events also include races, Gran Fondo’s, and mass events to bring people to the area. And money to the organiser.

Here is the thing now: How about urban bikes?

Sea Otter Europe launched a very cautious proposal to test urban bikes in the nearby of its location in Girona. But it is an extraordinary coincidence that you have the city and trails around the event. It worked, though.

But.

I attended Eurobike 2023 in (a tropical hot) Frankfurt. I could see an extreme interest in urban, cargo, and related bikes coming from users. So, the test area was full of those kinds of devices. It is fair to say that the 100% urban spot and the market trends that seemed way more consolidated in the German awareness, joined to propitiate it. But few MTB or road bikes were demanded for riding. And forget about anything close to a race.

Non-cyclists, as I like to call our future clients, must be taken into consideration as of now. As per this, the location and format of the coming events should adapt to them. Cities’ govs are not always keen and available to close some areas and/or streets/roads for a weekend. And perhaps it is not possible either.

So, given the importance of trying and testing the product for the newcomers (as for any other as well) how come we bring the events to the place where city bikes could be used in the real scenario where they will roll along their lifespan?

I love the idea of test days, being understood as the brand taking the bikes to the place where users are planning to ride them from day one. A fancy van stuffed with bikes arrives in your area, maybe in coordination with the local dealer and you can sign up for a test ride. This is perfect because it is your bikes that your guests will see, your logos, your colours, your giveaways… We all knew about them for MTB mostly.

If the liaison between the brand and the local dealer is healthy (read my last article on this ), a bike fleet might be available at your favourite dealer for you to enjoy and clarify your ideas about which will be your next ride. Once more, even when we have seen this for MTB and road bikes, now it sounds like a more prospective scenario for testing urban bikes, doesn’t it?

Read the two paragraphs right above again and make the distinction between possible and probable.

So, the layout of the events is in jeopardy now. But the location too. And everything in between. There is no doubt that we must beat this path because the people coming to us for a bike expect a different bike and a different us.

The discussion is open. Reactions are as much expected as necessary, but it is not going to be a breeze at all. Engaging with the imminent users requires changing, in addition to location and setup, the atmosphere, and communication so that you can bring excitement and safety to someone new and avidly willing to ride a bike. Maybe yours.

But where and how?

To follow or connect with Cristóbal on LinkedIn, click here.

For links to parts 1, 2, 3 and 4 of the series, ‘Unavoidable change: Cristóbal Pérez on the future’, click here.

Part 6 of this series – Service – goes live in 2 weeks: Monday 11th of December.