The in-house concept

BikeBiz catches up with Dan Smith of Fox Factory to discuss the future of Ride Concepts and how a switch to in-house distribution will benefit IBDs and consumers.

Founded in the fall of 2018–autumn to us on this side of the pond–Ride Concepts was created with the outcast idea of being the first mountain bike specific footwear company to offer a complete range of technically driven and tailored products for men, women and youth.

Fast forward to 2023, the business which started with a family need for better fitting and performing footwear for aggressive riding was acquired by industry giant, Fox Factory. On these shores, this aligned with Fox Factory UK establishing a new Woking headquarters to strengthen its UK presence and directly serve customers, focusing on suspension service and warranty.

“After Fox Factory acquired the Ride Concepts brand, Silverfish managed the UK distribution, playing a vital role in its rapid growth,” explains Dan Smith, manager of business development EMEA, Fox Factory and UK director.

But with a UK base and wider infrastructure in place, the decision was made to bring Ride Concepts’ distribution under direct management of the newly-expanded Fox UK team.

“With Ride Concepts brought back in-house for direct distribution in the UK, Fox Factory can effectively meet the demands of a changed market by refining pricing and ensuring retailers stay competitive with this high-performance brand,” adds Smith.

“Dealers can anticipate exceptional service and support from a dedicated team of passionate mountain bikers with decades of experience.

“We’re focusing on collaboration, supported by a growing ambassador programme, and offering competitive margins and flexibility. Our commitment to the MTB scene means we’re here to support dealers in meaningful ways.”

This commitment has been bolstered by the appointment of committed mountain bikers and long standing industry professionals, Nathaniel Hall and Jonny Howe.

Hall takes more than a decade of experience in the bike industry, having worked with brands such as Specialized, YT Industries, and Sigma Sports. He’s a specialist in B2B and B2C relationship management, with a deep understanding of the industry.

At Ride Concepts, Hall will oversee B2B sales, manage B2C customer service and lead the grassroots UK ambassador programme. Calling the trails of the Surrey Hills home, he is often found at local Enduro races or enjoying a mid-ride cuppa in Peaslake.

Howe has spent time at Saddleback where he specialised in relationship management with IBDs across the UK and with Intense Cycles as the UK market manager sitting across sales and marketing departments. His role at Ride Concepts will see him manage the B2B accounts across the UK and focus on re-establishing the brand’s presence in the market.

Howe will be based remotely in the South West, near Bristol and can be found out most weekends riding steep-tech in the valleys of South Wales.

“We are thrilled to have Nathaniel and Jonny join the team,” says Smith.

“As core members of the industry who have a track record of building market leading brands and introducing new products, we look forward to the Ride Concepts brand enjoying a return to form in the IBD network under their careful stewardship.”

The product story

While many in MTB circles will be familiar with the product names in the Ride Concepts line-up, the entire range has experienced design and technology updates. And many of these are available immediately to retailers and consumers in the UK.

“We’ve spent recent months preparing by adding dedicated staff and ensuring a comprehensive range of products,” comments Smith.

“The Ride Concepts range has been refined to focus on essential, high-impact models like the updated Livewire and the new Tallac Mid. We’ve also revised our pricing to offer greater value at RRP and increased dealer margins.

“Our stock is now in the warehouse and shipping to select retail partners, ensuring we are the first choice for consumers looking for high-performance riding shoes.”

Particular highlights include the Livewire range and the recently-launched Tallac Mid, which debuted in July.

“The Livewire range, now includes models for men, women, youth, and kids, has been completely revamped for 2024 and is already shipping,” adds Smith.

“The new Tallac Mid has just arrived in the UK, designed to excel in British weather. We’re working with top-tier partners like Boa, D3O, Cordura, and Rubber Kinetics to ensure superior performance and durability.

“Looking ahead to Spring 2025, we have some exciting new products in the pipeline. While we can’t share the details just yet, we’re confident they’ll make a significant impact. Stay tuned for more updates.”

According to Smith, the updates streamline the range by giving each model a distinct purpose and target rider, minimising feature overlap.

“The Livewire range provides a great entry point into MTB footwear with features typically found in higher-end models,” he continues.

“The Accomplice range combines on-bike performance with off-bike style and comfort. The Tallac range offers trail-ready performance with D3O insoles and Max Grip rubber. The Vice range combines skate trainer aesthetics with D3O insoles for enhanced protection and control.

“These improvements ensure each product meets specific rider needs and broadens our market appeal.”

So with the footwear range seeing a host of refinements, and a new parent company looking to develop the Ride Concepts offering, should we expect to see the brand entering new markets or sectors in 2025 and beyond?

“Riding injuries are no fun, especially when they could have been avoided. That’s why we’ve made toe, heel, and sole protection a big part of our footwear design—keeping you safe so you can keep riding hard,” says Smith.

“As well as some exciting new models of shoes to complete our footwear offering, we’ve developed accompanying products to improve the selling proposition for IBDs and help keep Ride Concepts’ riders fully covered.”

So with direct distribution from Fox Factory’s premises in the South East of England, a new team solely dedicated to building the brand and servicing customer needs, and a host of other positives to shout about, all that’s left for Smith and his team to do is to see Ride Concepts on the trails

“If you’re interested in what you’ve read or have had success with Ride Concepts in your store previously, we’d love to hear from you,” concludes Smith.

“Please visit our Dealer Enquiry page to provide your details, and either Jonny or Nathaniel will get in touch to assist with the onboarding process and provide all the relevant information.”

Retailers interested in learning more about the brand, 2025 products or other opportunities, should visit: rideconcepts.co.uk