News / Exports
Bristol bike part manufacturer trebles exports to US amid cycling boom
A Backwell-based bike part manufacturer that featured on Dragon’s Den in 2018 is cashing in on a cycling boom overseas.
Tru Tension has seen online sales to the United States increase 250 per cent in the last year as people have taken to two wheels since the Covid-19 outbreak, and the company expects to generate sales of £20m over the next five years.
A lifelong passion for riding led Chris Frappell to launch the business in 2015 after developing the idea the Chain Monkey – a tension tool that bolts onto a chain and induces an arc into the chain, giving cyclists the movement they need.
Tru Tension has gone on to establish itself in the US market with its range of maintenance solutions for bicycles, motorcycles, and karts. Exports now account for 25 per cent of sales and Chris is quick to recommend other business owners consider the export market as a potentially profitable one.
Since 2016, the company has received support from the Department for International Trade (DIT) in the form of grants to participate in overseas trade shows and workshops focused on how to get into the US market.
Tru Tension’s international expansion has also secured deals with retailers in France, Germany, Scandinavia and Greece.
The company’s growth in the US market came as research emerged that during the coronavirus pandemic, cycling in the US and across the world increased significantly due to more time spent outside. According to the Rails-to-Trails conservancy, ridership on trails in the US increased three-fold in 2020 from the same period the year before.
Chris said: “Export as quickly as possible. Domestic is great, but the international market is the slower burning but potentially more profitable side of the business. You can get big orders a few times a year with international trade which can really help your company grow.”
A love of cycling inspired Chris Frappell to develop the Chain Monkey tool – photo courtesy of Tru Tension
Paul Shand, head of trade for DIT in the South West, added: “Tru Tension’s success in the US demonstrates the strong demand for high-quality UK good overseas, and it’s great to see them thriving and helping consumers over the world connect with nature during a challenging time.
“Trade will play an important role in getting our economy back on track and Wildlife World is a great example of how companies can look to lucrative overseas markets to boost their sales whilst creating more jobs.”
Main photo of Tru Tension ambassador David Scott – photo courtesy of Tru Tension
Read more: New £2.4m innovation hub opens at Bristol & Bath Science Park
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