BikeBiz Bicycle and cycling retail news
Madison is a stalwart in the UK cycle industry and its in-house brands have a long history, dating back more than 40 years in some cases. Daniel Blackham hears from Scott Longstaff and Olivia Smith about how each can benefit retailers
This piece first appeared in the February edition of BikeBiz magazine – get your free subscription here
Madison’s own brand portfolio includes: Aztec, M Part, M Part Wheels, Madison Saddles, Nutrak and Truflo as well as clothing brands HUMP and Madison Clothing.
“Across all brands we aim to provide great value, quality products with industry leading margins and a focus on essential items for everyday customers,” explains Scott Longstaff, own brand director at Madison and Sportline.
“Our in-house brand products are suitable for every type of bike shop, generate the highest volume sales and are often among the most profitable in store.”
Throughout the past three years, Madison’s clothing offering has been a major focus.
“We have rationalised and reshaped our ranges to make it easier for retailers and consumers to navigate,” says Longstaff.
“By simplifying things we have been able to really focus on individual details and fabric qualities that match the expectations of customers.
“The launch and success of our AW23 MTB range is indicative of the direction for every category in the coming seasons. Alongside that we will be reintroducing the HUMP commuter range in 2024 with a focus on simplicity, quality and great value.”
More than 40 years in the making, Aztec specialises in high performance consumable brake parts which offer “great value, excellent quality and industry leading margin,” says Longstaff.
“The range includes rim and disc brake pads, rotors, adapters, tools and service parts.”
M Part offers a range of parts and accessories, including conventional products like mudguards, headsets and racks, but also new products driven by unique needs and opportunities identified in the marketplace such as the M Part Primo Workshop Gloves.
“When developing our M Part workshop gloves we recognised the need for high-quality and thicker gloves to meet the requirements of both professional bike mechanics and enthusiasts,” explains Olivia Smith, Madison own brand parts and accessories product manager.
“The gloves had to be well fitting, comfortable and durable so intricate repairs can be done without them tearing.
“We engaged in rigorous research and testing before we settled on the final product. We showcased the gloves at iceBike* 2023 and on dealer visits where we distributed samples to get feedback from workshops around the country and it worked as the gloves have been a consistent best-seller.”
M Part Wheels is Madison’s in-house wheel brand, built in the UK at the company’s HQ in Milton Keynes using DT Swiss spokes and nipples to a high tolerance – beyond industry standard.
“M Part wheels have been a tremendous success story for us the last few years since we moved production in-house in Milton Keynes,” says Longstaff.
“Setting out a quality line-up with efficient work processes has allowed us to create an ever-expanding range of both replacement and upgrade wheels which use components from industry leading brands such as DT Swiss, Shimano and Mavic.”
Madison Saddles is a complete lineup of products to satisfy all types of cyclists – from commuters, to professional racers. Each saddle is designed to offer better comfort for all and supported by a 30-day money back guarantee.
Completing the portfolio are Nutrak and Truflo.
“For over 40 years Nutrak has provided excellent value tyres, inner tubes and accessories designed to meet the demands of everyday cyclists,” says Longstaff.
“The range is constantly updated, ensuring Nutrak is ready for new standards and trends as they emerge.
“Truflo has been producing great value, dependable bike pumps for cyclists since the 1980s. The Truflo range offers something for every type of rider and every size of budget – floor pumps, mini pumps, C02 and even a tubeless specific pump with a separate chamber for seating tubeless tyres.”
A unique offering
Madison’s in-house brand products are unique as a result of the development process conducted by a close team with extensive and varied experience.
“Within the team we have years of experience working for and with some of the biggest retailers and suppliers in the cycle industry, which is essential,” explains Longstaff.
“We work closely with cycle retailers, take feedback from consumers and have thousands of hours experience riding all types of bikes and disciplines – conventional road mountain and gravel riding, we even have cycle courier and esports experience within the team.
“Concept, product and packaging design, go to market strategy and even elements of after sales service are conducted within the team. We have long standing relationships with factories and scour the world to find the best partners to deliver our concepts to reality.”
To maintain each brand’s position in the market, Madison relies on a constant flow of “extremely valuable feedback” from the industry.
“Our experience has led us to work really closely with cycle retailers and thankfully we have an amazing network who are willing to spend time with us discussing products and exploring new opportunities,” says Longstaff.
“We dedicate time to visiting customers ourselves, but we’re also extremely grateful to have a professional team of sales managers and product promoters at Madison who spend every day on the road visiting customers.”
As part of this process, Madison follow-up on all feedback received directly or through sales managers.
“We hope our customers consider Madison’s in-house brands and products to be their own,” says Longstaff.
“A good example of products/changes made as a result of customer feedback recently includes our move to give all Madison Saddles a 30-day money back guarantee, allowing the consumer to trust the retailer’s recommendation – knowing they can swap for a more suitable saddle if necessary.”
An exciting future
Sustainability is a priority for Madison as a whole.
From infrastructure and working practices to packaging and product sourcing, all areas of the business are reviewed for constant improvement.
“Sustainability is a huge area for us, especially on a product front” says Longstaff. “We’ve still some way to go but we’ve made huge strides over the last few years. I think our roadmap for sustainability within clothing especially is something of great pride. Everything from fabric and trim sourcing and traceability, packaging and lifetime care and repair of products has been improved. We have a terrific team that are passionate about creating products that have as little environmental impact as possible – and we’re achieving that.
Aztec is another example as it is moving away from plastic packaging which Longstaff expects to improve the look and feel of the brand in general.
“The new packaging designs are amazing and will look fantastic when merchandised in store,” adds Longstaff.
Improved packaging will also be seen on Truflo. The new header cards will be a lot simpler, use less cardboard and allow customers to see and try the pumps before purchasing.
On the product front, Aztec will launch e-bike specific compound disc pads as well as 2mm thick rotors in all sizes and both centre lock and 6 bolt fitting. The current 1.8mm rotors will continue.
Additional improvements include refills for the Aztec workshop barbs and olives box, a new Aztec disc rotor multi-tool with lockring wrench, rotor truing fork and rotor wear indicator measuring tool.
“All these new items will be available spring 2024,” says Longstaff.
“Plus, there is plenty more in the pipeline for later in 2025 and 20265.There will also be a new look Aztec disc pad poster available in early 2024.”
With M Part, Madison is entering the bicycle storage category.
“There will be three items to start with: one floor standing and two wall mounted bicycle racks, which will be in-stock from February and on display at iceBbike*,” says Longstaff
“There will be further additions to the storage category later in 2024.
“Also, we will have a new pedal in the spring, as well as a new mini track pump and some new bells later in the year.”
Madison are set to expand the M Part Wheels brand as well in early 2024 by launching a new MTB wheel range with wider rims and a comprehensive range of axle, freehub and disc mounts.
Truflo will have new additions to the hand pump range this summer and later in 2024, Nutrak will launch new tyres including more kid’s sizes, road, gravel and 20” e-bike options, alongside additions in the sealant range.
