BikeBiz

The eighties was the era of non-stop rock and roll, the era of fads such as mullets, regrettable t-shirts with dodgy slogans and the rubix cube. Wade through that ocean of silliness and you're left with the birth of a niche the cycle industry almost forgot. Following the initial boom of the BMX freestyler and the kitted out racer, the niche virtually died overnight and was no-where to be seen throughout much of the nineties.
The industry quickly lost interest as cycling began to develop it's formal, more grown-up image and in an instant BMX was cast into the box of eighties fads never to re-emerge.

But BMX is back and under-going one of the biggest renaissances since we all got decent haircuts, following the cruel teasing around the family photo album. With the massive pressure on councils to provide skate, BMX and race facilities, all that is needed is an imminent local election and the diggers will be on site within weeks.
To appease the armies of easily influenced kids, the race/BMX industry has been pushing promotion of the sports hard, with the inclusion of BMX racing in the Olympics to the non stop torrent of sponsored riders appearing countrywide.

When asked where the future of the niche lies, Mike recommends: "Shops that have a track locally should definitely look into getting some race bikes in, as it is ready market. Especially for the younger kids, as this area is really growing right now. Like everything nowadays, there are a fair amount sold mail order I'm sure, but like any bike it is important to get the fit right. Sizes can be a bit daunting as they go from Micro to Cruiser (24" wheels), I'd say get three or four bikes - probably a Micro, Junior, Pro and a Cruiser. Redline has always been on top of their game here, but the UK distribution is still up in the air as I write this (after Padded Cells' demise), but whoever it ends up with I'd advise dealers to start there for sure.
Shiners in Bristol do the SE complete bikes, which have always been good -their race completes start at around £300 retail. Dealers can probably dip their toe in the water using their existing suppliers to an extent - Hotwheels for example look at the Mongoose Supergoose race bike, the Shimano DXR groupsets from Madison of course and the Thor race gear and Giro & Bell helmets. Fishers do the Troy Lee helmets & gear, which are very popular. Ison also has a range of race bikes from KHE and Moore Large has the Haro race bikes and they're great. If dealers want to get more into it - Alans distribute some brands, like the Supercross and Avent frames, which our (Alans) race team use, as well as Tangent number plates and Bombshell parts."

Kids will need no encouragement when it comes to seeking adrenaline rushes and if they can resist collaborating over a nicked bottle of white lightning then they'll no doubt be looking for a hobby in which to indulge. Mike adds: "Not every child these days wants to play traditional sports and not every kid gravitates towards the team ideals. Most young people know Dave Mirra and Tony Hawk and its only right that schools now are actively looking towards putting BMX and skateboarding as part of their curriculum. BMX riding is an ideal release of energy and can be done as a team or individual activity. There really are no limits.
I know when I started all I wanted to do was “skids, jumps and wheelies. I really do believe when BMX is in the Olympics it’s going to see a real growth in the sport and retailers have to be ready. Let’s face it BMX is one of the most accessible forms of cycle sport.
Shops should try one or two race bikes, put one in the window you'll be surprised how much interest it gets, to this new generation racing a BMX bike is a brand new thing, they have no idea that's where it started, but it's new to them so who cares!"

Mike has recently set up Action Sports Coaching in the hope to ride the crest of the ever-increasing wave of kids entering the racing arena, assuming the role of tutor to up-coming talent. He tells of his vision for the future: "BMX is just so accessible, bikes are cheap, really durable, look great and most kids want to learn how to skid, jump and wheelie. I feel the video game market and whole action sports industry has helped. The amount of exposure is increasing daily. Now with the Olympic angle it’s going to receive massive publicity and I think a new found respect"

"In my opinion manufacturers, clubs and the BCF now have a responsibility to become more active and hook up with cycle retailers to offer introductory sessions. Everyone who buys a bike, be it a race bike or street bike, should be given information on local facilities, tracks, skate parks and getting coaching. There are more tracks being built literally every week.
For me personally I would love to be at the Olympics, my goal would to be there for racing in a media or coaching capacity. I’ve done a fair bit of TV/Radio work during my career and just did some co-commentary for cycle.tv on the British BMX championships in August. The media opportunities are opening up all the time. I’ve been sending my CV around and even the BBC has expressed an interest."

Further information about Mike and his coaching program can be found at www.actionsportscoaching.com.