Cycle clothing firm enters Dragons’ Den

Cycling clothing brand Fat Lad At The Back took on the Dragons in the BBC’s Dragons’ Den at the weekend.

Founders Richard and Lynn Bye pitched their cycling apparel business to try and convince one of the Dragons to go into business with them. While they were sadly unsuccessful, the momentum behind Fat Lad At The Back is increasing with a listing with Evans Cycles and a reported doubling in its customer base.

Co-founder Richard Bye said: “Appearing on the show was a great experience and whilst not all the Dragons understood the brand or how or why it empowers normal people, it has definitely provided us with a superb platform to spread our message to our ever expanding community of ‘Fat Lads’, previously not provided for. There’s always someone faster than you on the bike, and although we cater for everyone from 36” chest and 28” waist to a size of 58” chest and 60” waist, everyone who’s ever been on a bike knows what it feels like to be the Fat Lad At The Back.”

Head of Social Media at Evans Cycles Michelle Arthurs added: “Fat Lad At the Back is a brand that carries a story and when we launched the range on social media it prompted an unprecedented response and a strong run of orders. We’d received requests in the past for clothing that catered for larger riders, and FLAB have filled that space in the market.”

Fat Lad At The Back was conceived when three ‘large framed lads’ rode to the Alps and after years of squeezing into ill-fitting and often unflattering kit they decided to create a range of easy to wear, high quality garments using the best technical fabrics available. According to the brand, the perfect fit is ensured as garments are based on actual waist and chest measurements, rather than the "traditional and confusing" XL/XXL" sizing.

Pictures by BBC