Barnsley racing bike specialist to speed up business growth

A Barnsley-based specialist racing bike shop, which sells bicycles nationwide, aims to move its business up a gear in 2016.

Race Scene sells bespoke bikes which are built, customised and serviced on-site in its own workshop. The business is the exclusive UK supplier of several high-end Italian cycle manufacturers.

Race Scene’s retail space is now undergoing a refurbishment and it will launch a new website as part of a growth strategy to garner new sales in the market for premium cycles.

The business’ developments are being backed by Barnsley Business and Innovation Centre (BBIC), through Enterprising Barnsley, the business development arm of Barnsley Council.

Richard Maxwell, Race Scene owner, said: “We have seen a ten per cent growth in sales year-on-year since we set up the business 18 years ago and would like to up that to 20 per cent next year and going forward.

“We already enjoy a wide-spread customer base for both entry level and elite racing bike machines, with about a quarter of our customers based in South Yorkshire, but the rest travelling here from all over the UK, even as far afield as Scotland and Dorset. We’ve also sold bikes to the USA and Australia.”

Race Scene experienced an increase in customer demand following the Grand Depart in 2014 and the Tour de Yorkshire this year. Barnsley town centre also hosted the British Cycling National Circuit Race Championships this July.

Richard said: “Yorkshire and Barnsley are certainly well known in the world of elite cycling. And in purely practical terms we are happy to be based here as we are pretty central in the UK and just a few miles from the M1 – buyers from all over the country do find it easy to reach us.”

Race Scene is aiming to boost sales following the increased participation in cycling as a leisure activity in the UK. Research published by market analysts Mintel, last year, indicated a growth of interest in cycling at all levels and forecast a 22% increase in sales of high-end bikes over five years, with the total value of this UK market reaching a £909m by 2018.

Race Scene specialises in supplying high quality frames – from Italian manufacturers such as Somec, De Rosa, Casati, Pinarello and Ciocc - and designing and delivering made-to-measure bikes in its industry-accredited workshop.

Each of these sales involves one-to-one appointments with the customer to take measurements, make ergonomic assessments and discuss their requirements.

The Race Scene team then build the bike to precise specifications; and then maintain and modify the bike as it is used and the cyclist’s fitness develops.

The specialist shop, based on Sheffield Road, employs a team of four and sells more than 200 bespoke bikes a year.

Richard said: “The great majority of our customers don’t tend to pop in and pick up a bike – though we do sell a few like that. The vast majority of sales are for bespoke high-end bikes.”

Enterprising Barnsley has supported Race Scene with online marketing and business development. Its shop modifications will improve product display space.

Kevin Steel, Enterprising Barnsley’s business development manager at BBIC, commented: “Richard and his team are absolute cycling enthusiasts and it is great to see their expertise attracting customers from all over the country to spend money here in the Barnsley economy.

“Given Yorkshire’s high profile in the world of cycling now, it is good to see an elite Barnsley cycling business pursue ambitions for growth.”

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