Foes Racing UK currently sells to four UK IBDs on an ad hoc basis. Newsome wants greater committment from up to 15 high end shops and is willing to back this up with a new PR programme and demo days.
He currently takes a quarter page ad in Dirt each issue and has just press released the consumer mags with details on his search for riders to outfit a new Foes UK race team.
He sees his demo days as his greatest USP:
At our expense we bring up a load of built up frames and show them to an IBDs invited audience. We did one at Delamere Cycles near Chester in October last year and they sold three frames off the back of it. Thats £10 000 at retail. The shop gets in the beers, we bring the bikes to test out.
The demo days will only be made available to official stockists. The minimum order to become such a stockist is to buy two out of the seven frames available, an outlay of roughly £2000.
The stuff sells if people see it, says Newsome, who is likely to book a small stand at the Cycle & Leisure Show, 5-7th March.
Tel: 01785 715976.