Lyon's head of cycle development gets in the saddle with BikeBiz

In the Saddle with Lyon’s Nils Amelinckx

Lyon’s head of cycle development, Nils Amelinckx, gets in the saddle with BikeBiz…

How many bikes do you own?
There are currently three bikes in my shed: an Orbea Rallon X10 as my go-to enduro bike, a Production Privee Shan 917 hardtail to help survive the British winters and a Specialized Tricross for commuting and light touring. I also have an expedition touring bike on a long term loan from Oxford Bikeworks. Despite my roots – I am originally from Belgium – I have never owned an outright road bike although that’s probably only a matter of time.

Where are your favourite places to ride?
Living in the Lake District, I am pretty spoilt for amazing riding and on a good day it is hard to beat. I love a good adventure on a bike though, and there’s nothing better than discovering new places on two wheels.

What’s your role at Lyon? And what does it entail?
I head up the cycle department at Lyon, which is an all-encompassing role from sales to brand management and marketing. I spend most of my time on the road, and my days are generally filled with visiting customers, attending events and trade shows interspersed with occasional supplier visits abroad.

What are Lyon’s ambitions for the UK cycle market?
With our outdoor background and the rise in popularity of cycle touring and bikepacking we are well placed to position ourselves as a one stop shop for adventure cycling, from expedition grade carriers to luggage and everything that goes inside the bags. Our motto at Lyon is to provide equipment ‘to venture further’ so we are also looking to add brands to our portfolio that fit well within this theme.

Are there any key new products or ranges that the trade should know about?
Julbo sunglasses are getting increasingly well known and are one of the UK Enduro Series’ official sponsors for 2016. They have some of the highest quality lenses on the market and retailers benefit from industry leading margins and UK stock.

Ortlieb have a new range of rucksacks aimed squarely at the commuter and a new Back Roller Pro pannier for round-the-world expeditions. There’s also an exciting new range of luggage due for release at Bespoked in mid-April, although I have to remain tight lipped about that one.

How can dealers get in touch?
You can email me directly at or ring our head office on 015396 24040.

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