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A Presentation by Scottish Development International Scotlands Pedal Power Scottish Development International Scotlands Pedal Power INTRODUCTION Scotland is a global leader in mountain biking and cycling, recognised for both its sporting

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Scotland’s Pedal Power

A Presentation by Scottish Development International

SLIDE 2 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.

INTRODUCTION

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

*The Value of Cycle Tourism – Opportunities for the Scottish Economy Scottish Development International Scotland’s Pedal Power

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KEY FACTS

* 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

3879

120

1.48M

JOBS SUPPORTED THROUGH MOUNTAIN BIKING TOURISM* MOUNTAIN BIKING VISITS TO TRAIL CENTRES & WILDERNESS* SUPPORTED PRODUCT DEVELOPMENT BUSINESSES ECONOMIC VALUE OF MOUNTAIN BIKING & LEISURE CYCLING COMBINED+

£363M

INTERNATIONAL MEDIA ATTENTION Danny MacAskill’s video ‘The Ridge’ was produced by Scotland’s Cut Media and has been viewed more than 40 million times. Scotland’s Pedal Power Scottish Development International

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World class facilities

Purpose built mountain bike trail centres –

Scotland is home to over 25 purpose built trail 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
utdoor 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

f Scottish Cycling” has a full programme
f training and competition events.

SECTOR OVERVIEW

The Hebridean Way NC500

Awe inspiring cycle routes International events

Scottish Development International Scotland’s Pedal Power

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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).

Product Testing and Athlete Development

SECTOR OVERVIEW

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

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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 fjve 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

WHY SCOTLAND?

Scotland’s Pedal Power Scottish Development International

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

WORLD LEADING EXPORTS

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 signifjcant presence at EuroBike each year and are keen to meet with distributors and retailers. Let us introduce you to our products. Scottish Development International Scotland’s Pedal Power Scottish Development International

SLIDE 8 Scotland is a fantastic location for researching and developing new products. It has testing terrain and changeable weather conditions which ensures that if a product can withstand Scotland it will last across the world. Many mountain biking and cycling products are tested in temperate climates which do not give a true refmection

n how they will perform in countries with wet, cold

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
Specifjc expertise in textiles, engineering, sport

science and technology

A DESTINATION FOR R&D AND INVESTMENT

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

Domestically, MTBCoS is considered a true Scottish success story, working with industry players such as textiles companies, bicycle manufacturers, security devices and makers of specialist equipment, the centre predicts a growth in turnover of collaborating businesses

f £13.5 million over the next three years

and the creation of 69 new jobs. Let us help you to locate in Scotland. Scottish Development International Scotland’s Pedal Power

SLIDE 9 As innovators, we have learnt many lessons and would like to work internationally to share our experience in:

Creating a national strategy integrating participation,

sport development and tourism & economic development

Creating trail centres with purpose built trails

for all abilities including disabilities

Creating mountain bike destinations built on

partnerships between businesses, land managers/owners and local communities

Access rights & promoting responsible

mountain biking

LEARN FROM SCOTLAND

Scotland leads the way in mountain biking destination development.

Let us share our expertise with you.

Building sustainable trails for all weathers
Providing pathways for athletes to achieve success on

the world stage

Promoting trails using innovative mapping techniques

and processes

Organising international mountain biking conferences
Organising events, from world class to grass routes

Scotland’s Pedal Power Scottish Development International

SLIDE 10 As a four season destination, providing year-round

pportunities, visitors come for more than the mountain

biking and leisure cycling. The experience is interwoven with the Scots’ warm welcome, a rich culture and heritage to explore and a developing food scene to complement our national drink, whisky. Biking in Scotland is year round. Our mountain bike centres are not exclusively at our ski centres giving fantastic opportunities for spring and autumn holiday

experiences. These times of the year also provide

tour operators with exceptional offers available from destinations and accommodation providers.

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.

Scotland welcomes tour operators and tourism

rganisations and annually hosts an international travel

trade exhibition – VisitScotland Expo. Mountain biking and cycling are frequently part of the Scotland experience which surrounds the exhibition. Scotland also boasts some of the best qualifjed and experienced tour operators, guides, skills instructors and coaches. Our tour operators have great experience of showcasing the fjnest aspects of Scottish cycling, mountain biking, accommodation and food and drink. Many guides and coaches work in collaboration with bike shops and provide a complete packaged experience for visitors. Visit us and see what all the hype is about! Scottish Development International Scotland’s Pedal Power

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FINDRA

One size does not fjt all Based in Innerleithen in the Scottish Borders, FINDRA is a fashion-led, performance-driven bike apparel brand designed specifjcally for women. With over 20 years of experience working in the global textiles industry, Alex has designed for major brands such as Chanel, Calvin Klein and Barbour. It wasn’t until she took up mountain biking with her friends at the Mountain Bike Centre of Scotland’s base in Glentress Forest, that she identifjed a gap in the market for female friendly riding gear. Launched in 2014 by designer and mountain biker Alex Feechan in response to the lack of female friendly sportswear

ptions, the brand aims to empower women to look and feel

good and help them perform their best when out biking. Alex said: “It was apparent from existing collections that the ‘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 perform well. “Mountain biking is a lifestyle sport and bikers will stop for coffee or ride to work. There was an obvious need for appropriate clothing to suit these needs.” Gearing up for success In 2013 Alex went along to a Scottish Enterprise led Innovation Clinic held at the Mountain Bike Centre of Scotland to discuss her business idea and received tremendous support. “From the word go the team at the Mountain Bike Centre of Scotland was behind me. They helped me develop my research and provided me with access to my target audience which was crucial in getting the idea off the ground.” A support initiative from the Centre in 2013 saw Alex travel to the Eurobike trade show to learn more about the industry and make those vital connections with potential suppliers, media and customers. In 2014 with a fully developed concept and tested product, FINDRA joined a Scottish collective taking part in Eurobike 2014 showcasing their products alongside well established names and brands on the mountain biking scene. The brand offjcially launched in December that year with a series of pop-up events held around the UK. “The team from the Mountain Bike Centre of Scotland helped me through the launch of FINDRA, even lending a hand at the launch events. As a thank you for their support I even named some of my products after members of the team.” White is the new black For a new brand with a fashion focus, awareness is crucial. The new TV White Space Technology initiative now at the Mountain Bike Centre of Scotland’s Glentress base means that 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

n the remote forest trails.

Alex said: “At the moment it’s all about us getting our brand name out there and getting that crucial brand awareness amongst female mountain bikers. We’ve just launched our fjrst brand ambassador and it’s a great opportunity for them to stay connected with our growing audience while they are out biking.” 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

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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

utsourced under strict ethical guidelines to China and
Morocco. Around 60 per cent of Endura’s products are sold
utside the UK, up from fjve 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 affjnity for Scotland internationally. Wherever you go in the world, people know we have a great expanse

f 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

ver 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

SLIDE 13 We make commercialising business ideas easy for you and help minimise the risk of establishing or expanding an operation in Scotland – in many cases with direct fjnancial support to help offset the company’s investment. Scottish Development International (SDI) works with both Scottish-based and overseas companies and

rganisations. Its objective is to benefjt the Scottish

economy both by encouraging inward investment into Scotland and by helping Scottish-based companies to develop international business opportunities.

HOW SDI CAN ASSIST

We are committed to working with your company to help you fjnd the optimal opportunity for your project.

SDI provides a wide range of support services, including advice, access to specialist expertise, selective business mentoring and development, market information, fjnancial assistance, business location information, investor aftercare and specifjc services covering each phase of international trade activity. More information can be found at www.sdi.co.uk Scotland’s Pedal Power Scottish Development International

SLIDE 14 MTB Trail Centres 1. 7stanes Glentress 2. 7stanes Innerleithen 3. 7stanes Newcastleton 4. Drumlanrig 5. 7stanes Ae 6. 7stanes Mabie 7. 7stanes Dalbeattie 8. 7stanes Kirroughtree 9. 7stanes Glentrool

10. Isle of Arran
11. Whitelees
12. Cathkin Braes
13. Callendar Estate
14. Carron Valley
15. Loch Ard Family Sculpture Trails
16. Comrie Croft Trails
17. Glencoe Ski Resort
18. Nevis Range
19. Laggan Wolftrax
20. Learnie Red Rock Trails
21. Balblair
22. Highland Wildcat
23. Moray Monster
24. Glenlivet
25. Pitfjchie
26. Highland Perthshire
27. Angus
28. Dundee
29. Fife

3 7 6 5 4 8 9 10 1 2 11 12 14 13 15 17 18 16 29 28 27 26 19 24 25 23 20 21 22 Inverness Dundee Glasgow Edinburgh Perth Aberdeen

WHERE TO RIDE

          Road Cycling Destinations

1. Cairngorms
2. Loch Lomond & Trossachs
3. Scottish Borders

Cycle Touring Routes

1. Hebridean Way
2. North Coast 500
3. Caledonian Way

1 1 2 3 2 3  Scotland’s Pedal Power Scottish Development International

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CURRENT BRANDS IN SCOTLAND

Scotland’s Pedal Power Scottish Development International

SLIDE 16 Scottish Development International HQ 5 Atlantic Quay 150 Broomielaw Glasgow G2 8LU Enquiries Tel: +44 141 228 2828 Email: investment@scotent.co.uk www.sdi.co.uk