Navigating UK cycling distribution requires relentless operational discipline, clear portfolio focus, and deep alignment with independent bike dealers. As the trade recalibrates, the relationship between brand owners, distributors, and retailers has never been more vital

In Episode #9 of the BikeBiz Podcast, host Pedro Couto Lopes sits down with Nadine Thompson, Chief Commercial Officer at Zyrofisher. Bringing senior commercial leadership from Procter & Gamble (P&G) alongside executive brand experience at Endura and Berghaus, Nadine explains why effective distribution must go beyond box shifting to build lasting commercial value.

Meet the Guest

Nadine Thompson: Chief Commercial Officer at Zyrofisher, with over two decades of commercial leadership spanning Procter & Gamble (P&G), Endura, Berghaus, and specialised sports distribution.

“Distributors must do more than just shift boxes from A to B. We form that conduit allowing retailers to access multiple brands seamlessly with free next-day delivery on orders placed by 6:00 PM.”

Pedro Couto Lopes: Nadine, turning Zyrofisher around back to profitability within 12 months is a major success story. What were the core commercial decisions behind that turnaround?

Nadine Thompson: It came down to absolute focus. Zyrofisher had expanded into peripheral categories like motor and paddling. We pared the business back to its core identity as a cycling distributor first and foremost. Secondly, we drove operational efficiency—not just cutting costs, but maximising value from every investment, like making our presence at Corebike as efficient as possible.

Pedro: Independent bike dealers often feel overwhelmed by complex ordering systems. How does Zyrofisher use retailer feedback to improve service?

Nadine Thompson: Retailers just want us to make things easy. Every day, our sales team logs call sheet feedback, which I read personally alongside our brand teams. Whether it’s upgrading our B2B search functionality or maintaining our 6:00 PM order cutoff for next-day delivery, removing friction for the retailer is our daily focus.