The starting point

Ryder Imports brings in performance bikes and suspension for New Zealand riders. It has distributed EXT Racing Shocks for years and has recently taken on Ibis Cycles. The plan is bigger than two brands: one national banner that more brands can join over time.

The model is dealer-first. The bike industry runs on relationships, and a brand that goes around its local shops doesn't last long. So the question was never just "how do we sell online". It was how to sell online in a way the dealers see as help rather than competition.

What we're building together

We started with a twelve-month strategy. The site takes orders directly while the dealer network is being built. As dealers come on, buying intent in their area gets handed to them. The website is a way to reach riders, not a rival shop.

From there the work has been groundwork, done properly before any money gets spent:

Measurement first. Analytics, Google Ads and Meta are set up and linked, so the first dollar of advertising can be traced to what it produced.
A site built to convert. Feedback on the new site and a brief for the home page, focused on what a rider needs to see before they trust a brand they've only just heard of.
People before posts. An ambassador programme and simple social holding pages, so the brand's voice comes from real riders rather than a content calendar written in an office.

What's next

Advertising is planned in phases, starting with people already searching for the brands by name. It goes live when there's confirmed stock to sell, and that's on principle: advertising a bike nobody can buy for months costs the brand more than it earns.

No outcome numbers yet. We'll add them once they've been measured.