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	Scunthorpe Cyclelife Successful Franchises
CYCLELIFE SCUNTHORPE Godfrey Autoparts has been trading since 2001 and has 8 branches. They are predominantly Motor Factors, serving mainly trade customers. In 2006 they acquired two retail branches in Grimsby and Wakefield. The site in Grimsby was already established as a cycle retailer, but only sold budget cycles and 75% of the sales were Christmas related, very few accessories were sold. In 2007 the Grimsby branch became part of the Cyclelife network. Godfrey Autoparts is a member and supporter of the A1 Motor Group and are passionate about the brand association. Raleigh was the perfect partner for the motor parts retail. Director, Neil Bruce says “the choice to become Cyclelife was simple, either cease selling cycles altogether, continue trading as an independent cycle dealer, or become a Cyclelife Partner. The overwhelming factor was the name RALEIGH . As a company we wanted to become known for selling quality brands and we felt there was no better recognised brand than Raleigh. The cycle’s side of the business has been a nice addition to the store. Cyclelife and Raleigh is a fantastic draw. Before becoming a Cyclelife dealer it was a 99.9% male environment, we endeavoured to soften this up with music, lighting, better displays, toning down language to make it more welcoming for females and families”. Grimsby was a template model for the Godfrey’s branches with retail stores. With A1 Motorstores and Raleigh branding and sales of both motor spares and cycles it means there isn’t a quiet period. In the quieter months for cycle retail, January – March business is usually good for motor spares and vice versa in the run up to Christmas which means there is no downturn in total business, Three years on Godfrey Autoparts is opening their second Cyclelife store. They have always had a branch in Scunthorpe and going forward they aim to offer a complete cycling experience rather than a small area displaying bikes. A new mezzanine level has been put in to provide a cycle department. Simon Clarke the Cycles Manager is passionate about cycling and is focused on promoting the store to the local community by providing excellent customer service and advice. An avid cyclist himself who cycles 100 miles a day travelling to and from work Simon will be promoting Cycle to Work schemes to all local businesses. They will be taking part in both local and national marketing campaigns which will include advertising in the cycling press and lifestyle magazines, flyers to residences in the local vicinity and advertising on the local radio. Finally, Neil’s thoughts on Cyclelife is “Cyclelife is a partnership. Raleigh has a wealth of knowledge, marketing and a superb cycles range all in one package. If Scunthorpe is as successful as we expect it to be we could be looking at opening a third store ”.

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