Know your market, by being your market: it turns out bikes aren’t just bikes
There’s a reason that my specialism within a specialism is marketing translations for sports. And while I’ve been mad into sports for many years, my endurance sports obsession really took off a few years ago, when I started signing up for running races and got my hands on a road bike.
Is it Marketing over matter?
Despite (or because of) a serious lack of experience and training, it wasn’t long before I had cycled a large part of Scotland’s North Coast 500 route (five months post-purchase; and it took a delightful stomach bug to stop me at around 380 miles). Since then, I have tackled various sportives and triathlons. My trusty aluminium Liv Avail, with 9-speed Sora groupset, has accompanied me on a handful of holidays, too.
But it’s not only my XXS steed that has come with me on a large part of these adventures: my now-fiancé has been there too, constantly telling me how much more I would enjoy cycling with a better bike.
or can matter truly boost performance?
Most of what I translate markets something and a lot of that something is sportswear and sports equipment – for endurance sports, in particular. Texts about kit tend to be a technical-marketing hybrid, but never so technical as bike marketing. And while I know all the arguments by heart (carbon is lighter and stiffer, so it’s logical that it’s more responsive and faster) it wasn’t until after the Cyclist Track Day at Fife Cycle Park in June 2019 that I internalised the difference that can make.
Spending the day riding bikes that seemed to be propelled disproportionately forward at each pedal stroke planted a seed in my mind: had I outgrown poor old Liv? (Worth mentioning: we have now travelled nearly 4000 miles together in three short years.)
Flash forward a year and some serious research had gone into one of the bikes I tried out in Fife and another that could offer an ever-so-slightly better spec for the same price. Enter: the women-specific Canyon Endurace, 3XS (the geometries work out the same as Giant/Liv’s 2XS) disc brakes, carbon frame, 11-speed 105 groupset, but with 27.5” wheels. She now goes by the name of Edna.
She’s a beauty, our Edna. But after all the build-up, the research, the anticipation and, frankly, the cost, the thought that Edna wouldn’t be all she was cracked up to be was somewhat terrifying. I’m thrilled to report – she’s totally worth the hype.
Carbon and groupsets are more than just buzzwords
Edna is over a kilogram lighter than her tiny predecessor. As a small person like myself stacks up Aberdeenshire’s exaggerated elevation over a long distance, that benefit really adds up. But that’s not all – more than I ever expected, the carbon frame makes it feel like almost every ounce of effort I ply into the pedals is converted into forward momentum. So she nails that “responsiveness” emphasised in all the marketing spiel.
On my previous charge, I never quite felt comfortable cruising: gear changes will inevitably slow you down by breaking your rhythm, and I was regularly having to flip between gears – I never seemed to find the Goldilocks gear. Now, I have the same lower and upper limits (although the bike is lighter so I can save the easiest gears for the steepest hills!) but more choice in between. Even Mr Bike himself (my fiancé) was amazed at how much faster I am on a flat or drag since the upgrade.
big news for my marketing translations
I said previously: the arguments all made sense. The same goes for sportswear. All that time I have spent translating about light weight, shock absorption, airflow, sweat-wicking, and the designs, mechanisms and materials employed to achieve those qualities hasn’t been uninformed; but now it’s been supercharged.
Sometimes I buy a new garment and I’m amazed by its effectiveness. For example, I have a Castelli windproof gilet and it still amazes me how effective it is for being seemingly just a thin piece of material that doesn’t even cover my arms. In the same way, experiencing a new bike with all the mod cons has deepened my understanding of what the marketable features really mean. It’s not just about hyping up the technical features, blurting out statements that sound sophisticated or plausible causes and effects; it’s about making clear the impact they could have on the experience the consumer gets from them.
And what better way to know what the consumer wants than to put yourself in their shoes? Than to be the consumer?
|Frame||Canyon Endurace WMN CF SL Disc; Internal cabling|
|Fork||Canyon FK0086 CF Disc, Carbon|
|Rear & Front Derailleurs and Crank||Shimano 105|
|Wheels||DT Swiss E 1850 Spline db Aluminium Rims; tubeless ready w/Thru Axle|
|Saddle||Selle Italia X3 Lady|
|Seatpost||Canyon SP0043 VCLS CF, Carbon|
|The summarised spec for the bike techies. The full spec can be found here.|
Why go for 27.5” wheels?
Typically, all road bikes – regardless of size – have 29” wheels. And when you search for 27.5” wheels, you’ll get a lot of data and debate around mountain bikes (which are actually trending towards larger wheels now).
After some digging (largely, I’ll admit, on my partner’s part), we discovered what I suspected all along – it does make sense for someone who needs a bike as small as I do to have more wheels.
I won’t delve into the science, but it naturally means everything is in better proportion. While we have women-specific bikes, it’s no myth that most sportswear and equipment is designed for men and adapted to women, so the larger wheels are simply a better fit for bikes originally designed to be bigger.
It’s also claimed that they provide better handling. This includes the fact that I’m less likely to hit my toes off the wheel while turning a corner (a smaller frame puts the same size cranks and the same size wheels close together).
Smaller size means less material means lighter weight. Then there are other issues: I haven’t sought out any mudguards yet, but I struggled to find some that would fit my previous bike due to the lack of clearance between frame and wheels.
And no – it does not make the bike slower!
A word on Canyon
They have been simply excellent. The bike arrived barely a week after ordering it. It came with one hefty manual (a valuable translation resource, in fact), a torque wrench with a set of bits, a second simpler torque wrench, carbon assembly paste, and a musette for storing/carrying all of the above. (Plus two bells, for some reason.)
Sadly one of the wheels has a bit of a scratch on it, but Canyon got back to me really quickly about this, confirming it would have no safety implications and offering me to exchange the bike or accept a relative amount in compensation.
I should also add that my bike-buying agent (or Mr Kirsty, as he’s known to some) also spoke to Canyon through the live chat function prior to buying and he too was impressed with their friendly and professional responsiveness.
So, Canyon – thanks for making this experience about more than just laying my hands on an excellent product.