How have you been adapting to these changes?
To me, it didn’t make sense to just push for sales. Instead I've decided to take a step back and think about who we truly are as a brand, and how we can be useful in people’s lives. With most people currently spending more time on their phone and being bored or lonely, I’ve decided to bring a bit of our adventure spirit into our online community.
Earlier this month, we invited people on our Instagram to complete fun challenges at home - like games, and DIY plant growing and mask making - and win some prizes, like our Urban Jacket.
It was very fun. People played along, and it proved that adventure can really start wherever you are, even confined at home. This made us reconsider our future product range, and we’re working on new prototypes as we speak!
How might this affect the 'adventure' / 'outdoor' industry?
This period of time made us realise how important good mental health is. We’re now working on incorporating this even more in our values, and ultimately products we’d like to offer in the future.
I believe brands should double up efforts to connect with their audiences in a more authentic way than just selling stuff. It could just be the case of sharing inspiring and uplifting stories from normal people in their own community, for example.
It’s easy to say for sure, but now is the best time to start. A lot of good can also come out of this period.
How do you think COVID-19 might affect the cycling industry longer term?
This is a blessing for the cycling industry. With more people considering using this option to get around even after the lockdown is over, we’re very confident that new bike users will emerge, and naturally a bigger cycling community and maybe one day an even better public service for cyclists better roads, public pumps and maybe even public repair stops? Who knows!
What would you say to new cyclists?
Sometimes it’s nice to take the long way home and enjoy little new sights :)