We're excited to welcome Tom Howard to Reid Bikes as our new Head of Aftersales! With 14 years of experience across the cycling industry, including roles with Raleigh and Accell Group, Tom brings a wealth of knowledge, hands-on industry experience and a genuine passion for cycling to the team.
Tom's focus is on putting customers first, strengthening aftersales support and helping riders get the most out of their bikes long after purchase.
We caught up with Tom to discuss his journey through the cycling industry, what great aftersales means to him, his plans for Reid Bikes and his top tips for keeping your bike in great condition.
1. To start, can you introduce yourself to our customers and tell us a little about your background?
I’ve been working in the cycling industry for 14 years, gaining experience across a wide range of businesses, including major retailers, independent bike dealers, brand stores, and more recently, Raleigh and Accell. During that time, I’ve worked across customer service, events, technical services and sales support, giving me a broad understanding of the industry and the needs of both retailers and customers.
Outside of work, I’m a keen cyclist. I’ve raced road, mountain bike and cyclocross, and more recently, I’ve been enjoying gravel riding and bikepacking. Cycling has always been a big part of my life, and it’s great to combine that passion with my work in the industry.
2. You've worked with established names in the cycling industry, including Accell Group and Raleigh. Can you tell us about your career journey and what you've learned along the way?
My career has taken me across many different parts of the cycling industry, from working with local bike shops and independent dealers to larger global manufacturers and distributors, and across multiple brands.
Along the way, I’ve gained a real appreciation for the different challenges and perspectives across the industry. One thing that has remained consistent throughout my career is that the customer should always be at the centre of what we do. Ultimately, our role is to help more people get out on their bikes, enjoy the experience and discover the benefits of cycling. Keeping that in mind is what drives me and has been a key lesson throughout my journey.
3. What attracted you to Reid Bikes, and what made this the right next step in your career?
The opportunity to join Reid Bikes was one I was really excited to take on. It offers the chance to explore new and different markets, broaden my experience and help build processes that support customers on a global scale.
What really appealed to me was the opportunity to make a positive difference to the customer experience, ensuring people get the most out of their bikes wherever they are in the world. For me, cycling is all about the enjoyment and freedom it brings, and being part of a brand that helps make that experience accessible to more people felt like a natural and exciting next step in my career.
4. As our new Head of Aftersales for Reid, what does your role involve, and how does your team support customers after they've purchased a bike?
As Head of Aftersales at Reid, my main priority is to get customers back out riding as quickly as possible whenever they experience an issue with their bike. This involves working closely with the Aftersales team and the wider Reid team to find practical solutions, resolve problems efficiently and ensure customers feel supported throughout the process.
A big part of the role is also building stronger relationships with our customers and suppliers, helping us improve communication, streamline processes and deliver the best possible service. Ultimately, we want to make owning a Reid bike a great experience, and that means being there for our customers long after they've made their purchase.
5. Having worked across the bike industry, what do you think makes a great aftersales experience, and how do you hope to use your experience to make a difference at Reid Bikes?
For me, great aftersales is about more than just fixing problems when they arise. It’s about listening to customers, learning from their experiences and using that feedback to continually improve our products, processes and overall customer experience.
At Reid, I hope to bring together my experience from across different areas of the cycling industry, working closely with the wider team and our suppliers to identify opportunities to improve and develop. It’s important that we not only provide effective support when something goes wrong, but also use those insights to help prevent issues in the future and ensure we have the right support in place as our products evolve.
Ultimately, I want to help Reid continue to thrive in the market by delivering reliable products backed by an aftersales service that customers can trust.
6. What's your number-one tip for keeping a bike in great condition and getting the most out of it?
My number-one tip is to keep your bike clean, well maintained and regularly serviced. It’s one of the simplest ways to extend the life of your bike, keep it running smoothly and avoid unnecessary repair costs.
Even just five minutes after a ride to give it a quick clean and re-lube the chain can make a big difference. Doing it straight after your ride means it doesn’t become another job on the to-do list, and your bike is ready to go the next time you are. A little bit of regular maintenance goes a long way towards keeping your bike in great condition and helping you enjoy every ride!
7. Finally, what does cycling look like for you outside of work? Do you have a favourite type of riding, a dream bike or a fun fact you'd like to share?
I’m lucky enough to live between Sherwood Forest and the Peak District, so off-road riding is definitely my favourite, whether that’s on a mountain bike or my gravel bike. There’s nothing better than escaping the roads, getting out into the countryside and enjoying some fresh air.
I’ve been riding all sorts of bikes from a young age and have raced road, mountain bike and cyclocross, so I’ve always enjoyed trying different types of cycling. As for a dream bike, I’d struggle to pick just one! For me, it’s all about having the right bike for the adventure, getting out there and enjoying the ride.
At Reid Bikes, we're passionate about helping more people enjoy cycling, and that support doesn't stop when you purchase a bike. To find your next ride or learn more about our range, visit Reid Bikes.