Online retailer's move into servicing on business parks could also feature sales in future, firm tells BikeBiz

Wiggle Works ‘hasn’t ruled out moving into bike sales’

Following the news that internet cycle retail giant Wiggle is expanding its business beyond retailing bikes and into after care and servicing, BikeBiz has learnt that ‘Wiggle Works’ has not ruled out moving into sales through the physical locations.

Wiggle Works will be trialled at Goodman Business Parks in Reading, Oxford, Bracknell and Solent – home to over 120 businesses with 10,000 employees – but will also be offering services to the local communities. Prices start at £35 for a standard service.

Goodman is keen to help people and businesses on their business parks improve their health and wellbeing and sees the introduction of Wiggle Works as a key route to achieving this.

A Goodman spokesperson told BikeBiz: “Wiggle Works is currently being trialled in selected Goodman business parks. Its success will be evaluated before rolling out the scheme to further sites, but judging by the strong interest so far at our Reading, Oxford, Bracknell and Solent business parks and both Goodman and Wiggle are feeling confident of expanding the programme to further parks.

“Wiggle Works’ aim is primarily focused on brand awareness rather than sales, but it has not ruled out the prospect of moving into bike sales through our partnership.”

The firm explained to BikeBiz how the deal came about: “Goodman was approached by Wiggle in January this year to explore the idea of a partnership to offer Wiggle Works – a bicycle repair service. Wiggle was keen to build a more personal brand identity with consumers and Goodman’s business parks offered an ideal location, with a large pool of potential customers and the space to set up ‘pop up’ workshops.

“Goodman was really excited by the possibility of a partnership. It fits with its ongoing commitment to improving the health and wellbeing of people who work at and visit its business parks and promoting sustainable travel around its parks. It hopes that offering a convenient bicycle repair service will encourage people who work at and visit its business parks to take up cycling. The convenience of the service in fitting around the customers’ working day was also a deciding factor, as the service allows customers to get their bicycles repaired right outside their office during working hours rather than using their personal time to get their bicycle fixed.

“Goodman is keen to promote cycling in the communities in which it operates and has partnered with local and national events. It has played host to Urban Limits bike event in Berkshire for the past few years and is currently working with West Berkshire Council to support this year’s Tour of Berkshire cycling festival by hosting an event at Arlington Business Park in July. Oxford Business Park will also help to promote the Bike Oxford event in September.”

Goodman is part of an integrated property group with operations throughout the world, including North America, Brazil, Europe, Australia and Asia.

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