Bike Fitting and Bike Sizing in the desert
From a simple bike shop to a well-known name in the United Arab Emirates: Over 20 years ago, Wolfi and his family moved from Heitersheim to Dubai to open a bike shop. Today, he and his team run seven of their own shops, organize international events, and rely on high-tech customer service. In this interview, he explains how Smartfit, as a sizing tool, has become a central component of sales advice, why it helps not only the customer but also the salesperson—and how it becomes a true experience.
You and your family moved from Heitersheim to Dubai 23 years ago to open a bike shop. A lot has changed since then – from an online shop to several branches. What is your core business?
Wolfi: In 2002, we opened our first retail store where we sold bikes. A few years later, we became aware of the Radlabor (Radlabor or Smartfit) and integrated it into our shop in Dubai. We now operate seven of our own shops in the United Arab Emirates. One of our companies organizes events – including marathons, the Challenge Abu Dhabi, running events in malls, triathlons, and cycling races. Overall, we operate three business units: Retail, Events, and Wholesale & Purchasing.
In wholesale, we supply around 50 partners in countries such as Saudi Arabia, Kuwait, Qatar, Oman, Bahrain, as well as Pakistan, Afghanistan, and Iran. We help small and medium-sized shops with the procurement of materials, such as helmets or accessories.
We also source directly from manufacturers such as Scott, Cervélo, and Colnago, store the products centrally in Dubai, and distribute them to our stores. In the retail sector, we operate high-performance centers with bike fitting services. We primarily use Smartfit as a sizing tool in our stores.
- 7Stores in the UAE
- 5Smartfit In-Store systems
- 10Minutes per sizing (maximum)
That sounds like an incredibly exciting development, where you place great emphasis on a perfect fit and experience for all customers, whether amateur or professional. What do you offer these different customer groups?
Wolfi: We have a very broad portfolio, and our customers come from all walks of life. Many now cycle regularly – thanks in part to the excellent infrastructure. The government is investing heavily in cycle paths and wants to make the population healthier not only physically but also mentally. Sport is actively promoted here.
At the Abu Dhabi Cycling Club, we have our "Wolfi's Performance Center." We conduct lactate and breathalyzer tests there, and there's even a physiotherapy room. In our flagship store in Abu Dhabi, we have a fitting studio with camera systems. We also operate a large rental station on an island in Abu Dhabi. Our Colnago flagship store has a restaurant, a café, and a small exhibition on the brand's history. We offer our customers retail experiences, and for this, we also use the Smartfit systems.
How do you integrate the Smartfit systems into sales advice?
Wolfi: The Smartfit systems are a central component of our advice. Especially with the multitude of bike models, it becomes difficult to find the right bike without precise data collection. The system helps us record important customer data such as body measurements, phone number, or email address in a structured manner. This not only facilitates advice but also follow-up. The system provides our salespeople – many of whom are career changers – with a clear structure that guides them through the conversation.
The Smartfit sizing is free of charge for our customers and takes place early in the sales process. Afterward, we go through the suitable models together with the customer. The selected bike is adjusted on the exercise bike and checked again using cameras. Our goal is a standardized, high-quality process, regardless of the salespeople's level of experience. We are currently considering how we can use the system even more as a CRM – with information on riding behavior, sports, complaints, etc. This could make the system even better.
Why did you choose Smartfit and not other systems?
Wolfi: We tested other systems besides Smartfit, but Smartfit convinced us with its user-friendliness and efficiency. You don't need cycling clothing, the measurement only takes 5 to 10 minutes, and the data is informative. Data storage is also a key advantage for us – we can stay in touch with customers and offer further advice.
What has changed with the introduction of the system?
Wolfi: The structure of the consultation is much better today. New salespeople can orient themselves to the process and deliver good results more quickly. The advice is of higher quality. The customer leaves the store not just with a bike, but with the feeling of having received good advice – that's real added value. On the street, I see how our customers sit on their bikes – and that makes a difference. It shows that the bike has been professionally fitted. The system supports us like a silent coach in the background – with expertise and medical background.
Thank you for the interview, Wolfi.
About Wolfi's
- Seven stores in the United Arab Emirates, Performance Center and flagship stores
- Individual sales experiences instead of standard mass advice
- In store and online: Every sales consultation with Smartfit
Smartfit E-Commerce or In-Store Sizing for your business?!