Future Focus Success Story: ICE

Future Focus:
ICE Trikes,
A Success Story

ICE started as a hobby over 21 years ago. Now they deliver internationally to 32 countries.

A visit to Brompton Bicycles proved pivotal in creating a clear vision in 2020 for ICE Trikes.

A visit by Inspired Cycle Engineering (ICE) to the leading British compact and folding bike manufacturer Brompton Bicycles, has been pivotal in creating a clear vision and change in mindset, for the UK’s No.1 most innovative recumbent trike business. 

The business in the past few years has seen strong international growth across 32 countries resulting in a sustainable increased turnover and profit base which has enabled ICE to re-invest in the business with the appointment of nine new full time, permanent jobs with a further plan to recruit two more roles in 2020.

With sights set to become the ‘Aston Martin’ of the trike-world, co-directors Neil Selwood and Chris Parker attribute their ICE 2020 Growth and Innovation plan to the support received through the Unlocking Potential ERDF-funded Future Focus programme, who facilitated the visit to Brompton Bicycles and have been working with the business for the last 18 months. 

Neil said; 

We started ICE as a hobby over 21 years ago; we love trikes – it’s that simple – and we still do. We saw the recumbent bike market begin to grow and the interest in what we were doing at ICE started to pick up speed. We recognised that to take ICE to the next level we were going to need some outside help and that’s where Unlocking Potential have come in. We needed a change in mindset and a change in our leadership and management approach, more importantly we needed a clear and agreed plan and strategy. 

Unlocking Potential supported ICE to develop and launch their ICE 2020 plan, giving them a direction for the future which gave structure to departments, roles and responsibilities within their teams. Through support from Sally Reid and David Bone, part of Unlocking Potential’s Innovation Coaching team, ICE developed their thinking and ways of working in areas the business had never previously had the resource or knowledge to undertake.

Programme Director for Unlocking Potential, Allyson Glover, comments on “An inspiring journey with ICE who are leading in the field of recumbent trike innovation.”  Allyson continues: 

ICE is a great business with a really strong culture of innovation and excellence. We wanted to create a plan from the bottom up that reflected the journey the business has been on but enabled them to break through to the next level of opportunity.  

Neil said: 

We want to use our business as a force for good, by focusing on our people and planet as an intrinsic part of the future for ICE. We are working towards B Corp status, which gives us a great structure for lots of areas that can help to steer us into areas we wouldn’t have considered before. It’s a great way forward for the business and for the planet – and that’s how we feel we want to run our business.  

Reflecting on the impact of the Brompton Bicycles trip, Chris said; 

We recognised the need to firm up and better communicate our beliefs into a set of objectives. Our strategic objective around innovation is to build the best trikes, our customers have got to see that. The trikes we build have got to be inspired by our customers – they’re the people whose faces we are striving to put smiles on – and to date, we have massively succeeded in doing so. That’s what we’re all about. Dedication to the job, dedication to our product, dedication to our customers.    

In recent years ICE’s growth in sales have come from across the globe with dealers from Alaska to Australia including having all terrain trikes operating with research institutes in Antarctica. 

Newly appointed Head of Operations, Nathan Jarvis said; 

We are working towards creating a world class facility and systems that are capable of delivering the most effective operations to fulfil the highest quality product and customer experience. We have a whole series of projects underway to help us achieve this and a great team of people making it happen.    

Patrick Selwood, who now manages the Sales and R & D team added:

We are working with our dealers across the world to deliver the most innovative trikes and to communicate the ICE brand promise of spreading the trike grin across the globe. 

Steve Martin, Head of Finance and Commercial said:

We now have a well thought out and researched financial and operational plan that enables a significant increase in the production of trikes over the next two years with an ability to scale trike production by 15% per annum thereafter. 

Neil concluded with; 

Looking forward for ICE, it’s been fantastic to see our passionate team of people embrace what we’re doing, and join us for the ride. Building a brilliant business for the future has been a collective journey for us all and something that we can be really proud of – we feel like ICE is in very safe hands.

Check out the ICE website and book a test ride. To find out more about the support offered by Unlocking Potential contact 0845 600 3660 or email hello@unlocking-potential.co.uk.