Trail Break Events is calling on independent stores nationwide to get involved with more local cycling events and races.
Trail Break's Phil Harrison told BikeBiz: "There's such a wide range of events on offer out there that are a great opportunity to link either locally or nationally to a lot of motivated riders."
Having recently started the Cycling Events Organisation - covering Trail Break and the Southern Sportive - Harrison believes stores can benefit from having a presence at grassroots and advanced race events.
Harrison adds: "We are only just on the edge of the biggest upturn in participation that cycling has ever seen, but it requires the trade making those connections to that potential market. Waiting for them to walk in the shop just won't do.
"So many shops struggle to just keep their doors open, struggle with low margins and increasing overheads. If these stores can find the time to take a day out, there is a massive potential market out there, one that needs advice and a friendly face that will sell them the right product and give them all the advice they need."
CEO is currently working on an event called the Big Swndon Bike Ride, which is expected to draw cyclists from beginner level to professional.
Harrison said of the event: "We are open to the trade or anyone who feel they can contribute to the day and offer something to increase the overall days experience."