The Brief:

• To maximise the retail potential of the fast growing bike and scooter markets and to reduce the seasonality of sales.

The Results:

• The review found most bike riders also pursued Active Sports opening up a potential market of £700 million - equal to the bike sector.



• The range review, which included mountain bikes, snow boards and skis, identified over £1million of increased sales potential.



• The staff were identified as a critical element in the sucessful delivery of this format. A process was developed to identify, reward and train the right team.