Core exhibitors tell dealers why they should visit their stands at Whittlebury Hall...

CORE BIKE 2011 GUIDE: Upgrade, Windwave and Cordee

“Upgrade is to reveal, at Core, three new brands in its portfolio for 2011: Cycloc, Freedom by WTB and Speedfil.

With the growth of urban, commuter and leisure cycling, WTB has launched the Freedom range. Starting with tyres, saddles and a fixie style grip, the range will build to offer a great choice of products. Freedom and WTB have a strong ethos of supporting the development of safe cycling facilities and the use of bikes as transport, something Upgrade will join in through supporting like-minded projects.

The range includes road-based tread patterns for the urban (and country) cyclist, from the Thickslick bald, but grippy compound to the Cruz range of tread pattern ideal for wet weather, the compact range of four Freedom models, offering dealers enough tyres to satisfy the majority of customer requirement.

The revamped Cycloc bike storage pod is now made using an injection moulding process and the 2011 version comes with a 55mm spacer to move the pod away from the wall for bikes with wider handlebars, plus a host of other features. The Speedfil Hydration System, meanwhile, is a revolutionary product enhancing athlete hydration and aerodynamics.

Lezyne is going strength-to-strength too. The most talked about new lines are the CO2 mini pumps called the CFH range and the Dirt Floor Pumps. But there are other new products that you’ll need to come see at Core Bike. There are many other brands to peruse and fondle when you come to the Upgrade show room too, of which DMR, Reynolds, Kinesis, Microshift and Effetto, are just a few!”

“Located in the Lounge, Windwave will be exhibiting the latest bikes, clothing and parts and accessories from Colnago, FSA, Vision, Gravity, Traitor, Marzocchi, Ice Toolz and A2Z. There’s an additional display in the Lounge for the BBB range in the syndicate room S5.

As of Feb 1st 2011 Windwave will distribute BBB products. The product range is supported by a smart shop-in-shop system that stimulates impulse purchasing at IBDs.

First shown at Core Bike last January, the firm will have the latest range from Traitor, an urban range of steel road bikes with a focus on style, attention to detail and value for money. Traitor is available for dealerships and Windwave will have an exclusive Core staff purchase scheme.

Other highlights include Marzocchi’s strongest line-up, Colnago bikes and clothing (in the Lounge) – with a first look at the new range-topping C59 in the exclusive French National champion’s colour scheme, FSA, Vision, Metropolis and Gravity. Another highlight is the new team issue road wheel set. Using an alloy/carbon hybrid rim the all-in weight is kept down to just 1,400g with a competitive £699.95 (pair). Ice Toolz and A2Z both represent great consumer value for money and importantly a high dealer margin too. Ice Toolz’ latest is a new Hydraulic brake tool range.”

“Most visitors to Cordee stand at last year’s Corebike were really surprised at the wealth of books on show, many commenting that they didn’t realise that so many were available all from one supplier.

The publisher has now started working with some retailers to get a well-chosen and customer-specific range in stores. Many retailers were looking for guides for their local area and the firm continues to bear this in mind when it makes its selection for Corebike 2011. The Philips Cycle Tours series of local interest, leisure riding routes, is being rebranded and fully revised. The first three in the series were launched in the summer with the next three coming Spring 2011. These include ‘Around Oxford’, ‘Chilterns, Hertfordshire & Essex’ and ‘The Lake District, Lune Valley & Eden Valley’.

Publisher Vertebrate is represented by Cordee too, with guides written by riders, for riders – owner Jon Barton and publishing manager John Coefield are both keen mountain bikers.

The firm has 17 regional cycling and mountain biking titles currently in print, with more in the works. New guides for 2011 include West Yorkshire and Lancashire Mountain Biking, a second edition of South West Mountain Biking (Dartmoor, Exmoor, Quantocks), and a UK Mountain Biking Guide written by Tom Fenton and Andy McCandlish.”

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