THE WORLD’S MOST

APPROACHABLE
BIKE SHOPS

BRAND GUIDE 2022 EDITION

1
 CONTENTS
OUR COMPANY
Our Story 5
Pedal Group Purpose 9
Our Philosophies 10
Company Ownership 12
The Future For 99 Bikes 13
99 Bikes Environmental Sustainability Vision 15

OUR BRAND
Brand Objective 19
Brand Positioning 20
Key Messages 21
Our Customers 22
Our Core Advertising 24

2
OUR PEOPLE
Recruiting Talent 27
The Ultimate Consultant 28
Skillful Mechanics 29
The Team Leader Role and Actions 30
Do The Five Stay Alive 31
The Workshop Team Leader Role 32
Training 33
The Leadership Academy 34
99 Bicycle Academy 35
Business School 36
Support Office 37
Staff Benefits 38

OUR SYSTEMS
Vpg - Vision, Plans, Goals + 90 Day Plans 45
8 Step Sales Process 46
Find My Size 48
Directorships 50
M-Checks Save Lives 51
Our Workshops 52
Bikes On Floor 54
Merchandising 56
Customer Perspective 58

3
 OUR
COMPANY

4
OUR STORY
99 Bikes opened the doors of its first shop in Milton, Brisbane in May 2007. The
shop was initially led by Matt Turner and was a small 170m2 space on Milton Rd,
fitting 99 bikes into the building. Nine is also Matt’s favourite number.

Matt attended a week of Flight Centre Team Leader training and used some
mentoring from his father, ‘Skroo’ Turner, and benefited from the initiative and
dedication of the original team to evolve the well developed Flight Centre systems
to suit bicycle retail.

A team of four worked in the shop at Milton open 7 days a week, 7am - 7pm
weekdays. There was one small room 3m x 4m that tripled as a workshop for two
mechanics, an accounts office and the stock receiving area.

Ryan Lee was the first person to hit $15k modified in the shop’s third month open.
The Underwood shop was opened in September 2007. Some of the original
team from Milton are still here. Owen McLeod was the bike builder for fifty $99
bikes which sold out in 14 minutes in June 2007 during our first big promotion.
Lin Pih worked as a volunteer for that promotion on the till and later started as
HR and Systems Manager in late 2007. Rob Bekavac started at Underwood in
October 2007 and from his role as sales consultant led a movement to develop a
professional product purchasing team.

In 2008 global travel company, Flight Centre Travel Group, bought 50% of 99
Bikes. They have over 40 brands, in travel and outside of the travel industry
including 99 Bikes and Advance Traders. We share our philosophies, culture,
sales steps and other people-based systems with Flight Centre, who provided a
history of success expanding overseas.

5
 It’s 2006. Matt Turner It’s February 2007. Matt talks to Jude and
works as a Matt does FCL’s Skroo (Mum & Dad).
physiotherapist. After Team Leader Business case for bikes
2 years, it’s a bit training. Learns stacks up - bike retail is
repetitive. Matt about philosophies, highly fragmented with
thinks: “Maybe I’ll business model and lots of sole operators;
start a business - systems, and opportunity to create
physio? tennis leadership. An reliable brand with good
coach? bikes?” excellent business product range and open
education in 5 days multiple shops across
with Robbie the country.
Blacklock.

99 BIKES
PEDAL GROUP

DEFY THE
DREAM
SNATCHERS!

It’s 2010. 99 Bikes is

struggling we open
99 BIKES shops in New South
Wales and Victoria.

The industry watches 99 Bikes and many predict

that we will not survive. One of our team members.
99 BIKES 99 A Ryan, comes up with a catchphrase: ‘Defy the
DAY dream snatchers.’ This captures our spirit of
determination in the early years.

It’s May 2007. Matt opens the first
99 Bikes shop in Milton. He’s 26
years old and looks about 22 - he
grows a beard to look older. Matt
recalls: “I didn’t know much about
bikes and I didn’t know much about
business or leading a team. At the
people in my team and 1 girlfriend.”
In FY2012, we post a
We open a second shop at Underwood. Time to loss of $1.3m. Matt hits
do a vision and goal-setting workshop. We are the wall mid-ride. Time
enthusiastic and perhaps a bit naive. We have to throw in the towel or
grand plans for our first year - we will sell 99 not? Matt needs time
bikes a day! After a few weeks back in the out - he takes 2
months off and hands
shops - reality check. We might need to revise
the reins of 99 Bikes to
this target.
Rob.
It’s mid-2008. To keep growing, 99 Bikes needs access to capital and
exclusive product. We put a business case to the FCL Board to joint venture
with 99 Bikes, a retail operation with the same DNA. The Board say ‘yes’ and
The Pedal Group is born. This is the umbrella for three cycle brands - 99
Bikes, Advance Traders and Bicycle Centre.

First 99 Bikes marketing campaign - 50 bikes (worth about $400 each) on sale
for $99 each. Before the shop opens, there’s a line of 80 people outside. We
don’t want people fighting over bikes when we open the door. So we
99 BIKES
hand-write tickets and give them to the first 50 people in the queue - one ticket
FY2014

entitles you to one $99 bike, so 30 people miss out. Matt rings a friend. Lin, to
come in and help out on the till. We crank it - $15,000 in sales that day! Lin
joins 99 Bikes 3 months later. 15 100 $28m
 Skroo gives Matt a book
to read - The 22
Immutable Laws of
Marketing. Matt applies
the FCL model and the
book’s insights to create
99 Bikes - his favourite Fluctuating Covid-19
number is 9. lockdowns across 2021,
continued the strong
demand for bicycles.

99 Bikes profit hits $24m.

"Charge it Up" launched as
the big focus for 2022
around E-Bikes.

99 BIKES

FY2021
99 BIKES 54 600 $228m

In FY2020, Pedal Group opens 99

Bikes New Zealand with 5 stores and a
wholesale partner; Advance Traders
New Zealand.

In FY2020, bike volume during

COVID-19 grows 150% and 99 Bikes
profit hits $13m.
99 BIKES
In FY2015, 99 Bikes partner with
FY2020

Bikes 4 Life, a charity that donates

second-hand bikes to people in
disadvantaged communities in
Uganda and Cape York. Our pitch to 49 500 $160m
Matt returns and
99 Bikes customers is: Donate your
gets back in the
old bike and we’ll give you a discount In FY2019, e-Bike sales grow to
saddle, feeling
on buying a new bike. Up-cycled bikes be our 2nd largest bike category
refreshed and
give people access to food, water,
scared. He thinks:
education, medical treatment and
‘I’ll give it a year.’
marketplaces to sell goods.
We’ve never In FY2019, Pedal Group Property purchases’ a Bowen
looked back. Hills super location that relocates the Fortitude Valley
99 BIKES
store, and combines the online and support teams of
99 Bikes and Advance Traders.
FY2016

Our turnaround starts in

FY2013. We find our 99 BIKES
cadence and claw back 28 200 $51m
the loss to $0.4m.
FY2019

ADVANCE TRADERS
45 350 $105m
In FY2014, we make our first
profit of $0.5m.
FY2016

In FY2014. 99 Bikes has 100

$37m In FY2017 we expand in SA and have
people and 15 shops in
opened shops in WA and the ACT.
Queensland, New South Wales and
These new shops look hot.
Victoria. From 2008 to 2014, under
Andrew Garnsworthy. TTV for
Advance Traders increases from
99 BIKES 99 BIKES
$5m to $25m. We back ourselves,
FY2017

FY2018

10 employees invest their own

money to become the first round of
Employee Share Holders. 33 250 $65m 39 300 $80m
PEDAL GROUP PURPOSE

“Enrich mind, body, earth or soul

with the freedom
of riding.”
DEFINING OUR PURPOSE

Mind
Riding is a simple pleasure for the mind. We want to support
the mental health of our people and our customers.

Body
Riding keeps you active which is more and more important in the world we live in.
Commuting, competing and fun all involve exercise, boosting our physical health.

Earth
We want to be environmentally friendly in everything we do.
The bikes we sell can help the environment.

Soul
We want to help those less fortunate than our customers or us.
It is good for the soul to give back and send blessings forward.

Freedom
An amazing feeling that we value and we want to promote
though the simple action of riding a bike.

Riding
We love bikes, we love riding bikes. We want to encourage this internally and externally.

www.pedalgroup.com.au
9
 OUR PHILOSOPHIES
These are our long standing beliefs, with only small changes over time, starting at Flight
Centre in the 1980s. They help us make and challenge decisions. We passionately believe
in these philosophies and reference them often.

1. People
The company is our people. We care about our people, their health and
wellbeing, their family and ‘Brightness of Future’. We have high expectations of
performance and teamwork and promote from within. We nurture, trust and invest
in our people and we include everyone.

2. Egalitarianism
Each individual has equal privileges and rights. There is no us and them.
We operate an open and transparent business, with total information sharing.
We encourage honest communication between all roles.

3. A.M.P.
Autonomy. Mastery. Purpose. Our 3 biggest motivators. We aim to contribute
towards something bigger than ourselves. We control our own destiny, seek to
improve our skills and fulfil our potential.

4. Take Responsibility
We look within and take responsibility for our own success and failures. See it as
it is, not worse, not better, always moving forward. We ‘Talk Up’ to improve the
company and our own experience.

5. Stay Hungry, Stay Foolish

We take our business seriously but we don’t take ourselves too seriously. Work is
fun, we enjoy what we do and we celebrate.

6. Ownership
It’s important to treat the business like it’s your own business, with a passion for
your role. We offer our people financial ownership, through Shares, Business
Ownership Schemes (BOS), Profit Share and Commission.

10
7. Customers
We are driven by consistently listening, understanding and improving on the
customer’s perspective. We encourage and embrace our competition to benefit
the customer.

8. Family, Village, Tribe

We have a simple, flat and transparent structure. Based on how we evolved to
work together.

Family = Your Team of ideally 6 people, up to 8.

Village = Your local group of teams
Tribe = Your whole area or business or brand, up to 200 people

Leaders or aspiring leaders spend time on the front line to stay in touch and
facilitate better decisions and direction. This allows for greater empathy and
genuine understanding

9. One Best Way

We follow One Best Way to achieve high standards, until a better way is found.
We believe in a model of continuous improvement. Decisions are made where the
action is. We value common sense over conventional wisdom.

10. Purpose Drives Profit

Profit is the best measure of success, but that is worth nothing if we don’t execute
our core purpose. Purpose is more important than profit. We do the right thing,
not the easy or self serving thing. The world is a better place because Pedal
Group is in it. Long term thinking, playing the infinite game.

11
 COMPANY OWNERSHIP
Our Employee Share Scheme offers all employees the equal ability to buy
shares, and potential to sell shares, once a year between October and December.
Stated in 2014 when 10 employees bought shares in pedal for $0.99, we plan to
continue to increase the percentage of employee ownership in years to come.

FLIGHT CENTRE TURNER FAMILY MATT TURNER 118 STAFF*

46.60% 21.73% 15.85% 15.82%

GHT CENTRE TURNER FAMILY MATT TURNER 75 STAFF* FLIGHT CENTRE TURNER FAMILY MATTFLIGHT
TURNER CENTRE
FLIGHT 75 STAFF*
CENTRETURNER FAMILY
TURNER FAMILYMATT TURNER
MATT TURNER75 STAFF*
75 STAFF*
48.81% 21.97% 15.68% 13.53% 48.81% 21.97% 15.68%
48.81%13.53% 21.97%
48.81% 21.97% 15.68%
15.68% 13.53%
13.53%

AUSTRALIA AUSTRALIA NEW ZEALAND NEW ZEALAND

Australia Bicycle 56 Stores in Australia 5 Stores opened New Zealand Bicycle

Wholesale business with 630 employees. July 1st 2020. Wholesale business.
with distribution via Started in 2007 with Growth plans Distribution via
300 independents. 1 store. Consistent 7 stores in 2022. Independents
28 Brands with organic growth. and 99NZ.
exclusive distribution.

Property business owning 17 locations.

All tenanted by 99 Bikes Stores, with
some additional other tenants.

*December 2020

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THE FUTURE FOR 99 BIKES
99 Bikes in 2023 (Written in 2017 to inspire a goal to expand overseas)
99 Bikes now has 65 shops in Australia, 3 stores in New Zealand and 1 in the UK.
The first UK store on Clapham High St has just had it’s first profitable month in a
site that used to be Evans Cycles. Next month their first Canadian store opens in
central Vancouver. It’s an impressive story, driven by very passionate employees
who now have their eyes firmly set on being a global leader. They are seen as
quite unique in the way they have reinvented the bicycle retail model just as Flight
Centre did to the retail travel industry 25 years earlier.

The reinvention started in 2012, when, with 5 years of experience the 99 Bikes
team declared that it did not want to be “just another bike shop”. They committed
to a plan focused on the customer, to ensure they built absolute trust and every
customer was a 99 Bikes’ customer for life.

By 2018 “Club 99” had proven to be the platform that would offer customers value
in pricing, vouchers, offers and maintenance workshops. They had now become
extremely disciplined with systems that affect customers – they did the hard yards
and proactively contacted customers before the customers contacted them.

Now, in the year 2023

they know who 99 Bikes
customers are and what
they want - “experts and
value, absolutely trusted”.

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 It includes 15 second meet and greet explaining the club, being approachable,
transparent and aggressive club pricing, and focusing on quality cycling specific
products. They avoid all product slang and bike snobbery. They have 39 e-bike
expert stores which are known for high standards in anything to do with electric
bikes, servicing and accessories.

The website is the priority in marketing, with up to date content which customers
love. It now takes 23% of all company revenue, half of that is via click and collect
orders for stores. There are 18 registered “hub stores” which send online orders
out to customers helping those stores be the most profitable among the group.
Home deliveries are popular given the range and depth of products held in their
online warehouse which holds 10 times the amount of product a store does.
While bikes are now shipped direct to the customers who prefer, this is only a
small percentage of the company sales. It is certainly an industry leading online
experience which allows customers the ability to transact with 99 Bikes whenever
and wherever they want.

Second hand bikes and trade-ins have been the latest growth driver for the
company and now account for 1 in every 10 bikes 99 Bikes sales, that’s 18,000
bikes per year.

Staff training and communication systems are unique, and despite some criticism
they prove to be effective with the highest NPS scores on any Australian Retailer
as scored independently in last years retailing awards. They have a small amount
of face to face training, backed by smart online videos, self directed facilitation
handbooks and testing systems that reward the best people. 99 Bikes describes
the approach as utilising their best training assets - the people in their stores.

99 Bikes has radically changed expectations of bike shop service and reliability.
Customers are getting down to earth advice, the right product, what was
promised and the best price upfront. Now after dominating the Australian market,
all eyes are on New Zealand, the UK and Canada.

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99 BIKES ENVIRONMENTAL SUSTAINABILITY VISION
Powered By Renewables
Our stores and buildings are 100% run from renewable energy,
decreasing our emissions and playing our part in reducing
climate change.

Reduce Waste
Our product sourcing includes sustainability as a key factor. We
have reduced our general waste by 50% per store with a recycling
culture and partnering with our suppliers.

Reduce and Re-Use

Bikes are in use longer with our skilled mechanics repairing older
bikes, avoiding landfill. Second hand bikes represent 10% of our
bikes sold, reducing the need for future energy and mining of our
limited raw materials.

Upcycle / Green Team

We are famous for the Green Team sponsoring everyday riders
and our Upcycle program donating used bikes to those in need.
Commuting to work is a culture for our team, our customers, with
less cars on the road.

Pollution / Waste
Pollution and waste have been drastically reduced, helping nature
to recover, providing nicer places to enrich mind, body, earth or
soul, with the freedom of riding.

15
 99 BIKES IN 2035
While this chapter of 99 Bikes is yet to unfold, we are guided by our
culture and our philosophies. Take a look into the future for 99 Bikes.

$1.5B turnover
$75M profit
40 of the support team
work from a global office
at the Hiddenvale MTB park

230 Stores:
99 Bikes 85 AUS, 20 NZ, 50 UK,
15 SA, 25 CA, 35 USA

18 x franchise TLs who

in 2035
lead the charge running
our core businesses
“Pedal” bikes are sold
into 43 countries with a
full range of bikes.
2nd hand bikes are
20% of bike sales.

16 16
17
 OUR
BRAND
We are “The World’s Most Approachable Bike Shops”, Approachable bike
experts, we are not bike snobs. We offer great value to customers, and our
customers trust us.

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BRAND OBJECTIVE
Our objective is to be “The World’s Most Approachable Bike Shops”. We take our
customers from their first bike right through to their dream bike. From beginners,
to recreational riders, to enthusiasts - we are the experts, we add value and we
always maintain our approachable manner.

We are creating a groundbreaking professional bike business with passionate

people, skillful mechanics and exciting products.

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 BRAND POSITIONING

EXPERTS VALUE TRUST

Bike experts, not bike snobs Club 99 and guarantees We earn customers trust

How We Position Ourselves In The Market

EXPERTS - Approachable bike experts, not bike snobs.
• Professional bike shops with trained staff
• We sell bikes - we are not a multi-sport or department store
• Workshops with skilled mechanics in every store
• Bike sizing for every customer

VALUE - We offer great value to customers, not to be confused with being cheap.
• Our best price and perfect ride guarantees
• Club 99 prices on everything
• Convenient locations open 7 days, long hours and 24/7 online
• Quality products from popular brands

TRUST - Customers trust us to be the bike experts and to provide great value.
• Consistent in-store experience, easy returns and refunds
• Our guarantees, best price and perfect ride
• Visible customer reviews on our stores and our products
• Quality, reliable products

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KEY MESSAGES
We include our key messages in all communications, we want our customers to
understand and recall them.

Our focus is on one message seriously being recalled - “The World’s Most
Approachable Bike Shops”.

21
 OUR CUSTOMERS
Understanding who our customers are (and who our customers aren’t) helps us
focus on delivering a quality experience to our target audience and ensures our
messaging and our products meet their needs.

Our customers are made up of people occupying a number of different

demographic profiles.

Whilst this does vary in proportions by store or locations, the profiles are
representative of our entire customer base.

RIDING FOR TARGET

Commuting A to B Yes, Main Priority

Fun and Recreation Yes

Fitness and Health Yes

Race and Show-off No

LOOKING FOR TARGET

Good Bike Yes, Main Priority

Cheap Bike Yes

Good Bike, Good Brand Yes

Cool Brand No

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23
 OUR CORE ADVERTISING

Unmissable Shops
• Highly visible locations on main roads.
• Red paint and bold logos.
• Well-lit interior and exterior of stores at night time.
• A-frames, outdoor flags, notice boards and archways.
• Bikes displayed outside or in prominent window facings.
• Doors open. Clean, tidy and organised.

World Class Website

• The first place customers research our products and our stores.
• Organised, professional and full of products, resources and content.
• Customers can research,
whenever they want and
collect their products where
most convenient to them.
• Our complete range of
products are available, with
rich product
descriptions - backed by our
Best Price Guarantee.
• SEO (unpaid search) is a core
focus for our website ranking
highly across search platforms.

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Google Search Engine Marketing Strategy
• We invest heavily in search engine marketing as one of our primary spends.
• We target customers who are already researching our products and attract
them to highly relevant pages on our website to complete their conversion
online or in-store.

Customer Database and Communication Strategy

• Through Club 99 data collection we are able
to communicate directly with hundreds of
thousands of customers.
• We regularly contact our customers at a low
cost with broadcast, 1-to-1, and automated
campaigns via email and SMS.
• Our communications provide relevant and
useful information to our customers about
their products, the benefits of cycling, and
safe cycling advice.

Customer Reviews
• We have a transparent business whereby we promote customers
to leave honest reviews on their experience.
• These reviews are fundamental to our business growth and improvement.
• Each store has Google My Business, Apple Maps, Yelp, Trust Pilot, Bing
and various other accounts set up and are encouraged to review, respond
and engage with customers further showcasing our willingness to be The
World’s Most Approachable Bike Shops.

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 OUR
PEOPLE
The company is our people. We care about our people and their Brightness of
Future. We have high expectations of performance and teamwork and promote
from within.

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RECRUITING TALENT
Our teams are comprised of mostly full or part time individuals. Not everyone will
suit our business model, our culture or our values.

KIPA
Keenness Personality
Passion for bikes, persistence and Openness, inner confidence and team
commitment long term. player.

Intelligence Achievements
Smart, ability and potential. Proven success and high standards.

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 THE ULTIMATE CONSULTANT
The consultant role is 50/50. 50% about the numbers and 50% teamwork.
These 4 trends are consistent with our best consultants:

Customers Are Their Number One Priority

• Meet and greet within 30 seconds
• Customers are not an interruption to the day

Master of In-store Systems

• Contacting customers before they contact us
• Leading by example with adherence and consistency

Hunger For Knowledge and Achievement

• Taking initiative with the many resources available to grow expertise

Directorship Champion
• Absolute team player; getting the basics done well each week

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SKILLFUL MECHANICS
We have professional workshops with skilled mechanics in every shop.

To be a good mechanic there are 4 areas to master. These areas are equally
important and can be trained and improved in the role of the mechanic.

Technical Skills and Knowledge

Reliability and Consistency
Efficiency and Organisation
Communication

Customers Rave About Us When We Achieve These 4 Areas

David Roset Te Iwi Ryan

Bikes serviced twice there, service Professional, friendly service with

team very professional, great
customer service, attention to
detail, fast to perform, excellent
communication (invoice emailed, SMS
to inform bike ready). A mus for parts
and servicing! Thank you guys! Keep
up the good job!
amazing turn around - I dropped two
road bikes in for servicing (1 adult and
1 child) and both were turned around
and riding incredibly well within 24
hours. I was impressed by the shop
staff professionalism and friendly
approach to use the services of the
team at 99 Bikes Windsor, thank you!

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 THE TEAM LEADER ROLE AND ACTIONS
1) Lead By Example
Adhering to the systems, taking full responsibility for their directorships,
customer service/sales and most of all leading with a positive attitude.

2) Total Information Sharing

Shares information with their team - in fact asks the team for input before
some decisions are made. Shares information not tells information. Not a
democracy, no votes on issues - the TL is paid to lead.

3) Discipline, High Expectations and One Best Way

High expectations of the team. They expect more than people think is possible.
They have strong clear rules and do not accept these rules and standards
not being adhered to. Often done through persistence and repetition. The TL
ensures that what is meant to happen does happen. Nobody likes working
in an undisciplined environment. One Best Way: Ensures the systems are
disciplined in the one best way.

4) Business Acumen
Understands all costs and income of the business. What creates value from
a customer’s perspective. They make smart business decisions e.g. the
business is open when the customers want to do business, that the business is
properly staffed, the look and feel of the business is right.

5) Personal and Professional Development of Team

Invests time and energy to training and coaching all staff members in detail, in
a way that helps staff retain knowledge and skills. The Team Leader ensures
they learn new skills through their directorships, product/sales training and
have a BOF that they are encouraged in.

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DO THE FIVE STAY ALIVE
These are 5 critical communication rhythms to build a successful team. We use
these avenues to provide education, clarity and inspiration.

INSPIRATION 1) Daily Huddles

AND CLARITY An inspirational start to the shift
that defines our attitude
for the day.
Number goals, the WIRE,
directorship planning and
2) Weekly pump up.
Business Meetings
One hour when the
whole team is together.
Important updates and training
on systems/standards.
3) One On Ones
Face to face time to review the
previous month and reset focus.
Time for personal coaching and
discussing brightness of future.
4) Directorships
Empower ownership and
contribution to a highly
efficient store.
Best way to demonstrate
team work. 5) 90 Day
Engagement Program
Nurturing new team members
through clear expectations,
giving them the resources
to flourish and providing
constructive feedback.

EDUCATION

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 THE WORKSHOP TEAM LEADER ROLE
1) Team Leadership
• Minimum 3 FTE mechanic direct reports
• Do the 5, stay alive
• Training and development of the team
• Workshop rostering

2) Quality Control and Safety

• Ensuring all bikes leaving the workshop meeting safety standards
• All Bike builds and customer bikes M-Checked
• Serviced bikes quality and safety
• Workshop OHS - standards, cleanliness and training
• Toolbox Talks and risk assessments

3) Workshop Growth
• Training and development of the team
• Growing workshop profit
• Growing workshop FTE and capacity

4) Customer Communication and Satisfaction

• Book-in all jobs
• Train others to book-in jobs
• Customer promises never broken
• All workshop MARCs responded to

5) Workshop Stock Management

• Workshop Ordering rules
• Workshop consumables ordering
• Receiving workshop POs

6) Warranty Cases
• Always booked into CykelOS portal
• Completed with high priority which means;
◦ Cases lodged within 24 Hours
◦ Bike is not in available inventory
◦ Resolved within 14 days

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TRAINING
“When the student is ready
the teacher will appear”

This saying aptly describes our training philosophy. A teacher can light and ease
the way, but the learner has to be ready to walk the path. Training is a shared
responsibility.

Empowering Resources and Testing

• Resources are created to facilitate self-directed learning in store.
• The best learning often comes from what we discover for ourselves.
• Testing knowledge ensures a high standard and recognises achievements.

Hands-on
Sessions like ‘Let’s Ride Academy’ are an opportunity to ride bikes and gain a
first person perspective to pass on to customers.

We were taught how to properly set up suspension for a riders weight and the
difference between frames technology and wheel sizes. Understanding how to
get the most out of a bike and then experiencing this on the trails was incredible.
2 hours after this training a customer came in to the store to replace a stolen
bike. I was able to set up the suspension and confidently make recommendations
which led to the sale. At one point he actually told me “I have been to four other
stores and you’re the only person to explain any of this to me.” It was a great day!

- Max Nall, Team Leader 33

 THE LEADERSHIP ACADEMY
7 structured development programs to educate, empower and involve our people
along their leadership pathway. There is a program for everyone. It’s designed to
be relevant to all of our people at any stage in their leadership experience. From
those aspiring to be in a leadership role, to Team Leaders and developing
senior leadership.

The logo is an inspiring illustration evoking the human element at the centre
of everything we do and the strength found in diverse teams. Each colour
represents one of the 7 programs.

34
99 BICYCLE ACADEMY
As a mechanic, technical skill and safety is an essential part of the job,
and that is why we have partnered with Cytech to deliver internationally
recognised technical training to our teams.

The courses cover all aspects of bicycle mechanics in a structured

approach as below:

1. Technical One Theory:

Online short course covering safe operations in a workshop

2. Technical One Practical:

Assembling a bicycle, frame alignment and preparation

3. Technical Two:
Gear systems, wheel building and introduction to hydraulic systems

4. Technical Three:
Suspension servicing, hydraulic brake rebuilding, and tubeless

5. Technical e-Bike:
Electrical safety, diagnostics, e-bike kit serving and installation

ACADEMY
TECHNICIANS TRAINING

35
 BUSINESS SCHOOL
At 99 Bikes developing our people is at the forefront of our philosophies, the 99 Bikes
Business School runs government accredited training programs for our team.

Our Certificate III Business, combines our teams first twelve months training
programs into a comprehensive training and assessment package, our graduates
have a balanced skill set in the operations on a bike business.

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SUPPORT OFFICE

“One team, one dream”

At 99 Bikes, we refer to our centralised staff as working for ‘Support Office’ not
‘Head Office’. This is underpinned by the belief that the team is here to support
our wider business, not to dictate how each store needs to operate.

Every support team member works 1 day a quarter in-store, to ensure a real
world perspective.

We work with all stores and staff to ensure our business is always seeking ways
to improve, take on all viewpoints and remain successful.

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 STAFF BENEFITS
The Grand Tour
The purpose of The Grand Tour is to reward and celebrate progression in store.
Each coloured jersey represents a level of knowledge, achievement
and independence.

The Yellow Jersey is the ultimate achievement. The holders are admired as
product knowledge experts with team members and customers appreciating their
advice, coaching and skill.

A customer review from a happy customer

who spent time with Stephen Morrisey, a
Yellow Jersey holder at 99 Bikes Kawana.

Mil and Neil Sinclair

Stephen was amazing to deal with. He

had outstanding product knowledge
and carefully questioned me on my
daughters requirements before providing
a recommendation on the bike. He also
answered all of my questions and was more
than happy to spend a good 30 minutes
with on during the sale process. Stephen
also arranged for me to purchase a bike
bag from another store and for that store
to help package the bike into the bike bag.
Overall, very impressed with Steve and 99
Bikes in general.

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Bang Nights
Our monthly rewards night is a vehicle for inspiration and recognition. We have
great supplier relationships, they host the event, provide valuable product training
and connect with our team.

Bang Nights prizes and shout outs go to our monthly superstars who excel in
results, customer feedback or aligning with our philosophies. It is the perfect time
to connect with everyone in the Area and have plenty of fun!

Each July our ‘Bang Nights’ turn into the EOFY Balls, each Area having a
massive celebration of the last financial year - time to suit up!

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40
Earning To Give

1%
of each employee’s wage is donated to
their chosen charity

Our Earning To Give program allows each employee of 99 Bikes and Advance
Traders to choose where the company donates money each year. This means the
company donates to charities that are personally meaningful to our people, and
colleagues can rally around relevant causes.

Each person can donate 1% of their yearly earnings. This amount is donated by
Pedal Group, in addition to each employee’s earnings.

Employees also have the option to deduct extra money from each payslip through
Payroll Giving. These extra deductions are in addition to the 1% that the company
donates. Money deducted through Payroll Giving is set aside and donated to the
chosen charity at the end of financial year.

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 GLOBAL GATHERING 2009
Global Gathering celebrates our top
10% of performers from the financial
year. Held annually in a different
location around the world.

BARCELONA

2016

AFRICA SINGAPORE CANADA

2017

HAWAII GERMANY

2020

HIDDEN VALE HUNTER VALLEY

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 2010 2011 2012

LAS VEGAS PARIS SINGAPORE

2015 2014 2013

LAS VEGAS MACAU CANCUN

2018

BERLIN INTERBIKE USA

2019

VEGAS CANADA

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 OUR
SYSTEMS
Through understood and disciplined systems, we offer a consistent customer
experience that they love to rave about. Everyone follows the One Best Way while
suggesting any alternatives, until a new One Best Way is formed.

PRINCIPLES
1. We contact customers before they contact us.
2. Individuals in charge of each task, not a team.
3. At the end of the day, someone else could take over all work.
4. Customers never repeat things to us.

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VPG - VISION, PLANS, GOALS + 90 DAY PLANS
VPGs are facilitated for every team, creating a detailed plan of action and an
inspiring vision - a picture in words of what/where they want to be. The session
empowers ownership and commitment from entire team.

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 8 STEP SALES PROCESS
Developed over the years to give
customers and consultants the best
experience in store.

Find My Size
Size every potential bike customer, to build
the customer’s confidence. By using the
find my size process you will also gain
confidence in recommending the right bike.

Meet and Greet. 4

Build Rapport
Be friendly and say “hi” before offering
assistance. Ask the customer if they
have heard of Club 99.

2
Get To Know Their Story
Summarise
Ask a minimum of six open
questions, use a consultation
3 Summarise back their circle,
card to find out their circle, square and triangle before asking
square and triangle. “have we missed anything”.

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Recommend and Handle Objections
Now it is time to explain to the customer
why they need the bike, connecting
the circle, square and triangle. Handle
objections by explaining features and
allowing customers to test ride the bike.

Bike Delivery
6 Check the bike over to ensure
our customers safety and they
understand how everything works,
including ongoing maintenance.

8
5

7
Check Stock and Razzle!
Check what bikes we have in
stock that fit the customer’s
needs. Never show a customer a
bike without checking stock first!
Buying a bike is exciting! The
razzle is about getting excited
after we check stock.
Ask For The Sale
How did they go after their test ride?
After investing a lot of time into the
customer they are expecting you to
ask and often need the prompt to
make the decision.

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 FIND MY SIZE
We ‘Find My Size’ for every bike enquiry. This is one of our unique selling points.
When combined with the sales process it is a tool that builds trust and credibility.

Find My Size Quick User Guide:

• Select Male or Female
• Select Riding Category
• Enter Height (in cm)
• Enter Inseam (in cm)
• Select “Find My Size”

Yang Jason Holmes

Brayden, one staff member of the
store, helped me a lot during the
whole process, including find the most
suitable bicycle type and size.
Sales staff took their time to
understand what I was after and
my price point, before offering
suggestions. I was measured for frame
size and the service was friendly.

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49
 DIRECTORSHIPS
Directorships are areas of responsibility within the store that help us to work
efficiently as a team. This is 50% of your role in-store.

Each person in the team owns a Directorship and outcomes are clearly outlined
allowing them to focus their efforts.

3 Non-Negotiable Responsibilities of Each Directorship

SALES AND WORKSHOP FERRARI STOCK

CUSTOMERS TEAM LEADER WORKSHOP IS CASH
Yellow Cards Portal Tools Organisation Stock Integrity
Quote Follow Up Quality Control Parts Organisation Receiving
Store Email Enquiry Stock Bikes Warranty P&A Warranty

BIKES TEAM STORE

ON FLOOR MERCHANDISING LEADER SAFETY
Floor 95% Full Categories Together Do The 5 Stay Alive Risk Assessments
Floor-plan Signage Profit and Loss Toolbox Talks
Bike Building List Fill The Floor Long Term Growth OHS Audit

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M-CHECKS SAVE LIVES
“Our customers safety
is your responsibility”

As we strive to be “The World’s Most Approachable Bike Shops”, we need to keep

in mind that our number 1 priority is our customers’ satisfaction.

The M-check process is a simple but extremely effective way to make sure every
bike that leaves our stores is safe to ride and our customers will have a
great experience.

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 OUR WORKSHOPS
Workshops are responsible for ensuring quality control and safety of all bikes that
leave our stores, including managing bike warranties.

Workshop Structure
• Workshop Team Leader
• Mechanics
• Directorships
• Trainee Mechanics
• Velo Mechanics

Workshop Priorities
Workshop priorities ensure bikes are
available on the shop floors is the number
1 priority as our customers expect this
with “The World’s Most Approachable
Bike Shops”.

1. Bike builds for shop

2. First free tune-ups
3. Warranties for customers
4. Servicing

Toolbox Talks
A Toolbox Talk is an informal safety
meeting that focuses on safety topics
related to the specific job, such as
workplace hazards and safe work
practices.
• Ferrari workshop directorship
• Clean and professional workshop area’s
• Your workshop reflects you
• Working with tools

My principle on quality control is if it’s not done 100%, then it’s not finished yet.
Leave no room for error. Bikes must be checked over 3 times to ensure safety.
Firstly, after the bike is built, second before the test ride, third during bike delivery
handover using the bike delivery envelope to give advice. I followed this as a
mechanic, as a Team Leader and have trained my team this principle, to give our
customers the best riding experience.

52 - Brayden Cross, Hall of Fame Achiever

5 Step Book-in Process
The book-in process is a sales process for the workshop to ensure our customers
Ask Questions and Get To Know Their Story
get the best service. Ask a minimum of 6 open-ended questions about the
customers bike and how they use it.

STEP Meet, Greet and Build Rapport

Be friendly and say “hi” before offering assistance.
1 Ask the customer if they have heard of Club 99.

STEP Ask Questions and Get To Know Their Story

Ask a minimum of 6 open-ended questions about
2 the customers bike and how they use it.

STEP Physical Check Of The Bike

Using the M-check, thoroughly check over the bike with the customer
3 present to build the customer’s confidence.

Recommend and Educate

STEP Use the workshop menu and the customer’s answers to recommend a
4 service level and what parts should be replaced. Educate the customer
on the benefits and reasons for the recommendation.

STEP Record
Use CykelOS to record all repair and service job notes.
5 It is the record of all communications between you and the customer.

This customer was very happy with his service from 99 Bikes Joondalup!

Patrick Mugliston

My bike had seen better days and I thought there was not going to be much of a
kick left in her. The bike was a top end bike and I had seen a steady decline in her
performance and appearance over the years. Having chatted with Dave and Ethan I
thought to follow their advice. I went for the ultimate service, my bike had a complete
strip down, all cables replaced, hubs overhauled, new chain and cassette, new
bar tape, all part cleaned and lubricated, BB headset serviced, frame alignment
checked. The standard of workmanship was top notch. Included in the price was a
complimentary tune up after 2 weeks. I like the after sales service.

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 BIKES ON FLOOR

“More bikes built = More bikes sold!”

Our shops are designed to maximise bikes on floor. Customers want to see the
bikes, take them for a test ride and then take them home! It’s easier to sell what
we see.

Photos below are from Macgregor’s amazing upstairs area with almost every bike
built up and ready to replenish the floor. There are only a small number of bikes in
boxes left.

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We order, sell and organise bikes based on their category >> price point >> size.
This is proven as the most effective way for us to both manage stock and make
sales. This is more successful than focusing on brand name, however most
customers will require good information about the brand.

E-bikes are our fastest growing category, we are determined to be the market
leaders offering low prices, expert knowledge, and demo rides for customers.

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 MERCHANDISING
Function Over Fashion
Rent is one of the highest expenses for a store, we maximize our space by
organising it well and filling the floor with lots of stock. No empty hooks. Straight
lines. Lots of options. We are “in the game”.

Categories Merchandised Together

We keep each category together to recommend products to customers with the
full range visible.

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Jungle Walk
Want to Gorilla?! Go on the Jungle Walk!
An important visual reminder of all the basic items to recommend to a bike buyer.
7 categories merchandised together. Helmets. Pumps. Saddle Bags. Locks.
Water Bottles. Bottle Cages. Lights.

Pricing labels
Labels are placed on the front of products to clearly mark the price for customers
and for us to scan at point of sale. Items on sale are marked with a ‘Massive
Savings’ tag.

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 CUSTOMER PERSPECTIVE
Working in the shop every day does create ‘store blindness’. Regularly getting
physically into the customers shoes and eyes in these 4 areas without bias will
ensure that we are focused on what the customer experiences.

FINDING THE SHOP EXTERNAL SIGNAGE

Shop web page, staff profiles A-frame and flags facing traffic,
online, Google ratings and reviews. bikes outside, shop looks open.

LANGUAGE AND COMMUNICATION INTERNAL LOOK AND FEEL

Phone calls, tone of voice, Clean, organised, walking space,
email communications. music, good vibes.

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What Do Customers See When They’re Driving Past Our Shops?
• Each store stands out like a massive red billboard.
• Bright sale signage on windows facing traffic, in straight lines
using repetition.
• Built bikes outside the store show customers what we sell.

How Do Customers Feel Once They Enter Our Stores?

• Our stores are bright, full of product and clean. The music is on and
there’s a feel good vibe!

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 © 99 Bikes Pty Ltd. 2021 All rights reserved.
66 Abbotsford Rd, Bowen Hills QLD 4006 Australia

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