If you are interested in cycling, you have certainly heard the name Fidlock . But there is so much more behind this company, which has revolutionized bottle cages with its magnetic technology. In 2019, Fidlock won the Design and Innovation Award with its UNI Connector, and the following year, we also received this award with KEEGO. It seems that the collaboration was only a matter of time.
That's why we interviewed Johanna from Fidlock, and she gave us a unique insight into her company. Let's get started!
Can you briefly introduce yourself and Fidlock?
HI! I'm Johanna and since 2018 I've been responsible for marketing bicycle products at FIDLOCK . First things first: I ride gravel and since this season also mountain bike. In job interviews, one of our first questions is: "Do you ride a bike?" Of course, this is not entirely serious and not an exclusion criterion 😉 But it is a very fitting preface, because FIDLOCK was not always represented with end products in the bicycle industry.
Johanna was kind enough to share a photo of herself with us :)
It all starts with the famous "From Cellist to Company Founder" story. I'll keep it short, but for FIDLOCK it is an essential part and therefore indispensable for an introduction.
Joachim, our founder and CEO, is actually a trained cellist, but at the same time he has always been an enthusiastic tinkerer. As a cellist, he had two problems: He couldn't ride his bike to work with the cello case, and in order to hang the cello bow in the case, he had to put the valuable cello on the floor– because until then it was not possible to hang it with one hand. He solved problem 1 with an innovative and previously unheard-of cello case carrying system, which led to company founding number 1. He no longer runs the company, but it still exists today.
Joachim, the managing director
He solved problem 2 with a magnetic snap fastener that he could operate with one hand.This was the beginning of FIDLOCK in 2007. More and more customers became aware of this solution and also asked for their own locking systems for their products. The magnetic attraction was then supplemented by the mechanical locking mechanism - a unique and unbeatably secure combination.
''Combining the two technologies could be the ultimate drinking experience for all cyclists.''
The BIKE products were only added in 2016. One of our product developers had the problem that his bottle kept falling out of the bottle cage. He then tinkered with a solution to this problem – and the TWIST system was created.
For this purpose, two SNAP closures from the FIDLOCK portfolio were glued to a bottle, 3D parts were printed, tested, optimized and finally we presented a bottle in two colors at Eurobike 2016. At that time, nobody thought of selling the bottles as a FIDLOCK private label. We had no experience with that until then. But the bottles were well received, so we dared to do it. Today, 5 years later, we can say: That was a good decision!
Development of Fidlock bottles
What makes Fidlock special?
In addition to our unique and ingenious products, I would say that the people and the spirit make FIDLOCK special. For me, this spirit is primarily based on the history of its creation - with us you can become anything: from a cellist to a company founder or from a biologist to a QC manager - if you only have the vision and the courage to implement it. You are simply given so much trust right away that you like to get involved and give 110%. Making mistakes is of course part of it - and that's okay with us as long as you learn from it.
''Even in home office times, we met every Tuesday for digital "Gin Days" in order not to lose contact.''
In addition, the hierarchies are flat and the interactions are very relaxed – sometimes you could almost forget that you are not sitting with friends, but with colleagues at work. If the work is fun, you naturally approach things with a lot more passion – and we hear that feedback from customers again and again. I believe that this is the only way we can create unique products with passion and fun.
How has Corona influenced Fidlock? Not only sales, but also work (home office, communication, product development, etc.)?
Of course, Corona initially surprised us – like everyone else. The first week of lockdown was also the week we moved into a new, large company building. It was a real shame not being able to unpack the boxes right away and inaugurate the new building with all our colleagues.
Since no events could take place, we naturally had to rethink our marketing. Our products have to be tried out and experienced – therefore trade fairs are an important touchpoint for us. In addition, there was the unexpected bike boom during the lockdown, which really stirred up the industry. We also felt this and had supply bottlenecks.
''There are hardly any limits to the imagination of our customers.''
But despite the distance through home office and the simultaneous large growth due to the boom of the last months, we have managed to maintain a familiar approach and also transport it to the outside world. Even in home office times, we always met on Tuesdays for digital "Gin days" in order not to lose contact.
And this summer we were finally able to celebrate a summer party in the new building – where you could get to know many new colleagues for the first time!
We know Fidlock as a brand in the bicycle industry, but you are present in more areas, right?
Exactly, as already mentioned, we actually come from the component business. And our fasteners are really used everywhere: on helmets of all kinds, on shoes, clothing, bags and school bags, on orthoses, parachutes, Nordic walking sticks, scooters... There are hardly any limits to the imagination of our customers.
Why do you work with KEEGO?
Two innovative award winners and newcomers in the industry pursuing one goal: to improve the drinking experience on the bike, in everyday life, and during sports. A collaboration is only logical! You have a good and innovative bottle that perfectly captures the spirit of the times: drinking pleasure without plastic. And we have the problem solver for attaching it to the bike. Combining the two technologies could be the ultimate drinking experience for all cyclists...
Future plans for Fidlock? (And KEEGO)
Our top priority is, of course, to expand our BIKE product range and continuously improve the products in order to offer our customers the best FIDLOCK moments - making the everyday a little more magical, comfortable and fun is our mission. Solving problems with ingenious products is what drives us out of bed every day. So, the perfect starting point for a collaboration with KEEGO - maybe even beyond the bundle, who knows. 😉
KEEP GOING.
Team KEEGO
What are some of your future plans for Fidlock? (And KEEGO)
Of course, our top priority is to expand our Bike product range and to constantly improve our products in order to provide our customers with the best FIDLOCK moments - our mission is to make everyday life a little more magical, comfortable and fun. Solving problems with ingenious products is what gets us out of bed every day. So the perfect starting point for a collaboration with KEEGO - maybe even beyond the current bundle, who knows 😉
KEEP GOING.
Team KEEGO
