BikeBiz Bicycle and cycling retail news
Boutique bicycle brand Vielo has recently launched its own YouTube series, which discusses what it takes to build a bicycle brand from concept to reality.
Ian Hughes’s 38-year cycling industry journey started in the early 80s as a rep for Marin, before setting up Scott Sports’ UK subsidiary in 1995 and running it for 15 years. The journey also includes starting his own independent distribution company with his son, Trevor.
The Vielo vlogs are a conversational journey, offering a rare insight into the bicycle industry – from drawings on a paper napkin, to how the DVLA gave them a brand name – covering the steps required to bring an idea to life, charting the ups and downs of starting a bike brand.
The idea came from conversations Vielo regularly had with customers, explaining stories of how the brand came to be and how the industry has changed over the years.
“We felt the best way to get those stories out would be in video form. Doing so in an open and honest way and cutting through some of the miss information in the industry,” comments Ian, a former commercial radio DJ for the BBC.
“The vlogs are another way of communicating directly to our customers, in a similar way to face-to-face events and exhibitions.
“We know people buy from people. Sometimes in a direct-to-consumer environment, you lose that personal connection. This is another way of telling our story directly to those interested in our bikes, as well as to those that are just curious about the bike industry.”
A hybrid approach to serving customers
Whilst 2023 saw Vielo switch to a consumer direct focus to navigate the industry gridlock, the brand still retains a select number of dealers, offering them a margin for selling bespoke, customisable, built-to-order bikes that arrive at the store ready to ride.
Trevor explained: “We know the trade is in a tough spot, and being a small brand, we also know the pressure on cashflows within retail stores.
“The model we’re now offering allows dealers the ability to offer a custom-built bike to exactly the customers’ specification while maintaining a positive cash flow for the store.“
Vlog primer
The first three episodes answer:
- What connects a paper napkin and a 1x road bike?
- How did the DVLA help the brand get started?
- What did a hair dryer have to do with their first prototype?
Outlining the creative process, Trevor said: “The first two episodes were really a proof of concept. Could we produce something in-house with the tools we had to a quality that was watchable and engaging?
“It’s been a steep learning curve but great fun. For episode three we’ve invested in better equipment and the quality speaks for itself.”
