A Presentation by Scottish Development International Scotland’s Pedal Power Scottish Development International Scotland’s Pedal Power

INTRODUCTION

Scotland is a global leader in mountain biking and cycling, recognised for both its sporting and technical excellence.

We produce elite athletes including Sir Chris Hoy and Danny MacAskill and export top products across the world, while our facilities and trails are in constant demand by thousands of businesses and consumers each year. With easy access to a network of exhilarating, challenging terrains and wild, untamed landscapes, mountain bikers are drawn to explore the country’s trails, tracks and purpose built trail centres. From families who enjoy a leisurely ride to adrenaline junkies who want to perform exciting stunts, our untamed back country, hills, glens and forests offer a spectacular background to rival any country in the world. One of the country’s fastest-growing sports, investment in quality facilities, product and skills development has brought international recognition in recent years. The value of mountain biking and cycling to the Scottish tourism industry is now estimated to be worth up to £363 million per year to the economy*, making it a key part of our international appeal.

*The Value of Cycle Tourism – Opportunities for the Scottish Economy

Scottish Development International Scotland’s Pedal Power

KEY FACTS

1.48M MOUNTAIN BIKING VISITS TO 3879JOBS SUPPORTED THROUGH TRAIL CENTRES & WILDERNESS* MOUNTAIN BIKING TOURISM*

INTERNATIONAL MEDIA ATTENTION

Danny MacAskill’s video ‘The Ridge’ was produced by Scotland’s Cut Media and has been £363M viewed more than 40 million times. ECONOMIC VALUE OF MOUNTAIN BIKING 120SUPPORTED & LEISURE CYCLING COMBINED+ PRODUCT DEVELOPMENT BUSINESSES

* 2015 estimate based on growth predictions in ‘Review of Scottish mountain biking developments and potential opportunities’ by University of Highlands & Islands Centre for Recreation and Tourism Research, 2012 + Estimate from ‘The Value of Cycle Tourism – Opportunities for the Scottish Economy’ by Transform Scotland, June 2013 Scottish Development International Scotland’s Pedal Power

SECTOR OVERVIEW

World class facilities International events Awe inspiring cycle routes

• Purpose built mountain bike trail centres – The Hebridean Way Scotland is home to over 25 purpose built trail NC500 centres spread across Scotland including the innovative 7stanes trail centres. The 7stanes attracts over 500,000 visitors per year with Glentress, the UK’s premiere MTB destination, attracting over 300,000 visitors per year. • Nevis Range – in the heart of Lochaber, the outdoor capital of the UK, Nevis Range has hosted the UCI Downhill World Cup since 2001 and along with the DH track it boasts a vast and varying range of mountain bike trails. • Access – Scotland has some of the most progressive access legislation in the world allowing mountain bikers to create responsible adventures through our stunning hills and glens. • Sir Chris Hoy Velodrome – Built for the 2014 Glasgow Commonwealth Games the “Home of Scottish Cycling” has a full programme of training and competition events. Scottish Development International Scotland’s Pedal Power

SECTOR OVERVIEW

Product Testing and Athlete Development • Mountain Bike Centre of Scotland, Glentress – a location where businesses can link with academia, elite riders and specialist advice to develop bike products and services. The proximity to the UK’s busiest trail centre, which attracts over 300,000 visitors per year, enables products to gain credibility and access to an international audience. • Academia – Bike companies can utilise the expertise in Scottish esteemed Universities to access to a range of experts from sport scientists, psychologists, engineers, tourism specialists and more. Edinburgh Napier University is the academic lead for mountain biking and cycling in Scotland and has state of the art equipment, such as an environmental chamber and have worked with elite athletes in all mountain biking disciplines. This provides an ideal opportunity to test products and athletes

Elite athletes Scotland punches above its weight with scores of elite athletes, including Katy Winton (Trek Racing), Ruaridh Cunningham (Unior Tools), Lewis Buchanan (BMR), Greg Williamson (Cube), Grant Ferguson (Superior Brentjens MTB Racing Team).

Katy Winton Ruaridh Cunningham Lewis Buchanan Greg Williamson Grant Ferguson Scottish Development International Scotland’s Pedal Power

WHY SCOTLAND?

• World famous scenery with open expanses of wilderness and rugged mountains • Twice named the best place in the world to mountain bike • Host of events that attract vast crowds of approximately 20,000 and worldwide TV audiences • Knowledgeable professionals, elite athletes and world- leading businesses • A reputation for innovation, research and development • Access to world markets. With five international airports, Scotland is brilliantly connected to global markets including the UK, Europe, North America and Asia. • The Scottish Government is committed to developing Scotland as the world’s leading destination for b2b and b2c mountain biking and cycling Scottish Development International Scotland’s Pedal Power

WORLD LEADING EXPORTS

From high-end luxury products to functional, practical and desirable apparel developed for bike and rider, Scotland has a growing manufacturing cluster.

We are exporting globally and our pioneering capabilities attract global media attention. Scottish companies are developing products and technologies for cyclists and mountain bikers around the world. Well-known names include Endura, Cut Media, Teko, Findra and Trespass. Our brands, along with representatives from Scottish Development International take a significant presence at EuroBike each year and are keen to meet with distributors and retailers.

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A DESTINATION FOR R&D AND INVESTMENT

If a product can withstand Scotland, it will last across the world.

Scotland is a fantastic location for researching and Domestically, MTBCoS is considered a developing new products. It has testing terrain and true Scottish success story, working changeable weather conditions which ensures that if a with industry players such as textiles product can withstand Scotland it will last across companies, bicycle manufacturers, the world. security devices and makers of specialist equipment, the centre predicts a growth Many mountain biking and cycling products are tested in in turnover of collaborating businesses temperate climates which do not give a true reflection of £13.5 million over the next three years on how they will perform in countries with wet, cold and the creation of 69 new jobs. and more challenging terrain – many products are not performing to their highest level for lucrative markets including UK, Northern Europe, Northern America and Asia. Scotland has a long history of pioneering research, development and manufacturing and the Mountain Bike Centre of Scotland (MTBCoS), a national centre for innovation and excellence, is applying this history to support the development of innovative bike products. MTBCoS could provide or facilitate the following for international bike brands: • Access to Scotland’s academic base to develop prototypes, test and research new products or services • Market research and focus groups • Access to community of mountain bikers • Specific expertise in textiles, engineering, sport science and technology

Let us help you to locate in Scotland. Scottish Development International Scotland’s Pedal Power

LEARN FROM SCOTLAND

Scotland leads the way in mountain biking destination development.

As innovators, we have learnt many lessons and would like to work internationally to share our experience in:

• Creating a national strategy integrating participation, • Building sustainable trails for all weathers sport development and tourism & economic • Providing pathways for athletes to achieve success on development the world stage • Creating trail centres with purpose built trails • Promoting trails using innovative mapping techniques for all abilities including disabilities and processes • Creating mountain bike destinations built on • Organising international mountain biking conferences partnerships between businesses, land managers/owners and local communities • Organising events, from world class to grass routes • Access rights & promoting responsible mountain biking

Let us share our expertise with you. Scottish Development International Scotland’s Pedal Power

SCOTLAND THE BIKE TOURISM DESTINATION

In Scotland you are never far from world-famous purpose-built trails, or some great wilderness riding, unmarked trails or drove roads to explore.

As a four season destination, providing year-round Scotland welcomes tour operators and tourism opportunities, visitors come for more than the mountain organisations and annually hosts an international travel biking and leisure cycling. The experience is interwoven trade exhibition – VisitScotland Expo. Mountain biking and with the Scots’ warm welcome, a rich culture and cycling are frequently part of the Scotland experience which heritage to explore and a developing food scene to surrounds the exhibition. complement our national drink, whisky. Scotland also boasts some of the best qualified and Biking in Scotland is year round. Our mountain bike experienced tour operators, guides, skills instructors centres are not exclusively at our ski centres giving and coaches. Our tour operators have great experience of fantastic opportunities for spring and autumn holiday showcasing the finest aspects of Scottish cycling, mountain experiences. These times of the year also provide biking, accommodation and food and drink. Many guides and tour operators with exceptional offers available from coaches work in collaboration with bike shops and provide a destinations and accommodation providers. complete packaged experience for visitors.

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FINDRA

One size does not fit all Based in in the , FINDRA is a A support initiative from the Centre in 2013 saw Alex travel to fashion-led, performance-driven bike apparel brand designed the Eurobike trade show to learn more about the industry and specifically for women. make those vital connections with potential suppliers, media and customers. With over 20 years of experience working in the global textiles industry, Alex has designed for major brands such as Chanel, In 2014 with a fully developed concept and tested product, Calvin Klein and Barbour. It wasn’t until she took up mountain FINDRA joined a Scottish collective taking part in Eurobike biking with her friends at the Mountain Bike Centre of 2014 showcasing their products alongside well established Scotland’s base in Glentress Forest, that she identified a gap names and brands on the mountain biking scene. in the market for female friendly riding gear. The brand officially launched in December that year with a Launched in 2014 by designer and mountain biker Alex series of pop-up events held around the UK. Feechan in response to the lack of female friendly sportswear “The team from the Mountain Bike Centre of Scotland helped options, the brand aims to empower women to look and feel me through the launch of FINDRA, even lending a hand at the good and help them perform their best when out biking. launch events. As a thank you for their support I even named Alex said: “It was apparent from existing collections that the some of my products after members of the team.” ‘shrink it and pink it’ approach has been applied to women’s biking gear. Due to the physical nature of the activity it’s important that clothing is functional to enable the rider to White is the new black perform well. For a new brand with a fashion focus, awareness is crucial. “Mountain biking is a lifestyle sport and bikers will stop The new TV White Space Technology initiative now at the for coffee or ride to work. There was an obvious need for Mountain Bike Centre of Scotland’s Glentress base means that appropriate clothing to suit these needs.” FINDRA’s newly launched brand ambassadors are now able to connect and share their experience of the brand across the company’s social media channels while they are out and about Gearing up for success on the remote forest trails. In 2013 Alex went along to a Scottish Enterprise led Innovation Alex said: “At the moment it’s all about us getting our brand Clinic held at the Mountain Bike Centre of Scotland to discuss name out there and getting that crucial brand awareness her business idea and received tremendous support. amongst female mountain bikers. We’ve just launched our first brand ambassador and it’s a great opportunity for them to “From the word go the team at the Mountain Bike Centre of stay connected with our growing audience while they are out Scotland was behind me. They helped me develop my research biking.” and provided me with access to my target audience which was crucial in getting the idea off the ground.” FINDRA is also sponsoring three mountain bikers in this year’s Glentress Seven, part of the TweedLove Bike Festival. Scottish Development International Scotland’s Pedal Power

ENDURA

Endura was founded in Scotland with a no-nonsense commitment to advancing the performance of cycle apparel for all. Today it is clothing partner to the world’s top ranked UCI road team (Movistar Team), the Cervelo Bigla Women’s World Tour team, Danny MacAskill, Graeme Obree and a number of the world’s leading triathletes. Endura is now known as one of the world’s leading performance brands. Endura’s R&D and product development takes place at its facility in Livingston, near Edinburgh, where the company employs around 105 people, with some manufacturing outsourced under strict ethical guidelines to China and Morocco. Around 60 per cent of Endura’s products are sold outside the UK, up from five per cent just nine years ago. Endura’s managing director Jim McFarlane believes there is a growing appetite for Scottish cycling product expertise in international markets: “There are two reasons Scottish companies do so well abroad in the sector. Firstly, there is a great affinity for Scotland internationally. Wherever you go in the world, people know we have a great expanse of mountainous wilderness and the people are quirky, positive and friendly...and of course robust. “Added to that our star is rising in the mountain biking and cycling world. When we take international visitors to Glentress for the day they are blown away by the facility. Likewise with Fort William. These facilities, as well as our skilled people and athletes, make Scotland very credible.” Jim hopes to grow Endura’s sales in three key markets over the next few years – China, India and Japan. He will work closely with Scottish Development International to identify distribution channels and marketing opportunities. Scottish Development International Scotland’s Pedal Power

HOW SDI CAN ASSIST

We are committed to working We make commercialising business ideas easy for you SDI provides a wide range of support services, including and help minimise the risk of establishing or expanding advice, access to specialist expertise, selective business with your company to help you an operation in Scotland – in many cases with direct mentoring and development, market information, financial support to help offset the company’s investment. financial assistance, business location information, find the optimal opportunity for investor aftercare and specific services covering each Scottish Development International (SDI) works with phase of international trade activity. your project. both Scottish-based and overseas companies and organisations. Its objective is to benefit the Scottish More information can be found at www.sdi.co.uk economy both by encouraging inward investment into Scotland and by helping Scottish-based companies to develop international business opportunities.

Scottish Development International Scotland’s Pedal Power

WHERE TO RIDE

MTB Trail Centres 1. 7stanes Glentress 2. 7stanes Innerleithen 2 3. 7stanes Newcastleton  4. Drumlanrig 21 5. 7stanes Ae 22 6. 7stanes Mabie 1 7. 7stanes Dalbeattie 23 8. 7stanes 20  9. 7stanes Glentrool Inverness  10. Isle of Arran 24 25 11. Whitelees  Aberdeen 12. Cathkin Braes 19 13. Callendar Estate  1 14. Carron Valley 18 15. Loch Ard Family Sculpture Trails 26 17 16. Comrie Croft Trails 27  17. Glencoe Ski Resort 3 28 Dundee  16 18. Nevis Range Perth  29 19. Laggan Wolftrax 2 15 20. Learnie Red Rock Trails 21. Balblair 14 Road Cycling Destinations 13 22. Highland Wildcat  Edinburgh 1. Cairngorms  12 Glasgow 23. Moray Monster 2. Loch Lomond & Trossachs 11 24. Glenlivet 1 3. Scottish Borders 10 2 25. Pitfichie  3 26. Highland Perthshire Cycle Touring Routes 27. Angus 1. Hebridean Way 4 28. Dundee 3 2. North Coast 500 5 29. Fife 9 3. Caledonian Way 6 8 7

Scottish Development International Scotland’s Pedal Power

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