This year Zipp came aboard the good ship Fisher Outdoor Leisure, bringing all the SRAM brands under one roof...

SRAM profile: Fisher’s full house

Fisher’s Stephen Cromwell speaks to BikeBiz…

Has it been one of Fisher’s ambitions to bring Zipp to Fisher?
Fisher has always aimed to offer the best range of cycling products for all sectors. With SRAM we’ve a long standing relationship and a range that is at the peak of tech and innovation. As a result, we’ve seen huge success with SRAM, firstly with the MTB products and, since 2009, with the road groupsets and wheels. Adding Zipp has strengthened the offering, so for the first time the SRAM family is available from one supplier.

With advances in our warehouse management system and stock control methods we’ve increased availability so dealers can get what they need when they need it, whether from Avid, Truvativ, Rockshox, Zipp or SRAM, Fisher can provide it.

How will the SRAM tech support centre improve service for dealers?
It opened in January and dealers can now be trained in a purpose-built centre with SRAM technicians. It also means ongoing support and guidance is now available for any SRAM retailer from a single specialist resource. The centre can train up to 12 at a time on all products and they can be booked to visit dealers onsite for training. It also does all of the SRAM service and warranty work for the UK, with technicians on hand for phone enquiries. Turnaround times are updated daily on the Fisher b2b site and are usually under 48 hours.

The UK market is actually the second largest for aftermarket sales so it does represent a market of huge importance to SRAM. Stan Day’s attendance at Expo and his visit to the STC cemented their faith in the role Fisher has to play in SRAM’s continued expansion and ever improving market position here in the UK.

Will SRAM become more proactive in marketing for the next year?
Absolutely. Fisher has supported the growth of SRAM in the UK with ongoing marketing from the start of our partnership and for 2011 this will grow significantly to further raise awareness and drive new and existing SRAM customers back to our dealers’ shops. There is a full PR and event sponsorship plan in place as well as significant advertising spend in carefully targeted media.

Some of the sponsorship highlights include the British Downhill Series and gravity Enduro Series, as well as involvement in the growing Tri series with more exciting developments in the pipeline. Watch this space.

What are the current SRAM highlights?
Fisher was proud to be part of the global SRAM RedBlack launch at Expo. It’s a development of the highly successful and acclaimed SRAM Red groupset and, unlike the Red Yellow, is not a limited edition. It is a central part of the road groupset offering for the foreseeable future. The SRAM wheels have seen great success by incorporating Zipp tech, which will continue with exciting products like the S30 Gold wheels. In the MTB sector a key product for SRAM this year is the Rockshox Reverb. Already strongly received in the consumer MTB media and early purchasers, this adjustable seatpost is taking the market by storm. Its slick functionality, rugged strength and long service intervals mean we expect it to be a top seller. The growth of 2×10 will continue too with the advantages of it clear to everyone who tries it.

What does SRAM offer over competitors?
SRAM has world champions giving feedback. They listen to customers and being riders themselves have a passion for the product. From the early days in Chicago, Stan Day and his fellow founders have always prided themselves on listening to consumer, rider and trade feedback to continuously develop their range. It’s a key reason behind SRAM’s rapid expansion and global sales success. They are innovators not followers and constantly look for new and improved ways of doing things. First with innovations such as the gripshift, first with a 2×10 MTB transmission and so on. The list goes on and they have more on the way.

Where does Fisher want to be with SRAM in 12 months time?
We want to see growth with Zipp and further strengthening of SRAM’s reputation as the best components for tri and road riding as used by top professionals to the sportive rider. Also, we are keen to build on the fantastic OE growth SRAM have seen and continue to provide great service to dealers and customers. 2011 is set to be another landmark year for SRAM in the UK and Fisher is proud to be involved.

In other news...

Schwalbe publishes its second CSR report with ‘ambitious’ future targets

Schwalbe has published its second CSR (Corporate Social Responsibility) report, titled “Dedicated Recyclist”. The bicycle …