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‘We knew we needed to change.
The questions were, what and how?
Dana gave us very clear direction and involved people from across the business at every stage of the process.’

Simon Dixon
Dixon Motors
CEO
Dixon Motors

The Brief:

  • To maximise the retail potential of the fast growing bike and scooter markets and to reduce the seasonality of sales.

The Results:

  • The review found most bike riders also pursued Active Sports opening up a potential market of £700 million - equal to the bike sector.


  • The range review, which included mountain bikes, snow boards and skis, identified over £1million of increased sales potential.


  • The staff were identified as a critical element in the sucessful delivery of this format. A process was developed to identify, reward and train the right team.
Dixon Motors