From Ireland to Africa, this is Bob.

Bobby Behan has been in the bike business longer than most and although he’d probably not enjoy me saying so, he is the ‘groot baas’ of Specialized in South Africa. In this interview, we have a wide-ranging conversation about changes in the bike industry, his roots in the sport, the success of Specialized, Trail Advocacy and he even hints at an upcoming push-up challenge.

Where are you from and where do you live?

Bobby: I am originally from just outside a small village called Killenard, which is situated in the middle of Ireland. I have been living in Stellenbosch since 2007, although I first visited South Africa in 1999.

How did you get into bike riding?

Bobby: Growing up in rural Ireland in the 1980’s cycling was most certainly not a mainstream sport, however, Ireland had four cyclists competing on the World Stage: Sean Kelly, Stephen Roche, Martin Early and Paul Kimmage. I was captivated by the exploits of Kelly and Roche, which planted the seed.

Tell us the history of Bobby as an athlete.

Bobby: I was a busy kid, so sport helped quell my endless energy! I enjoyed middle distance running and competitive swimming at a young age, and when the cycling bug caught me, it made sense to combine all three disciplines, hence pursuing triathlon, which eventually became more serious. Way back in 1999/2000 I used to race (summertime) in the USA and then spend the wintertime (summer here in the Southern Hemisphere) in Stellenbosch, a town that I immediately fell in love with. I was a good athlete, world’s top 80, but was also realistic that I was not going to be a World Champion. In hindsight, you are not exposed to such sports growing up in rural Ireland, so would have relished having access to proper coaching and guidance from a young age, as the hunger, drive and dedication was certainly there.

Whether competing or just riding, what is the greatest challenge you’ve ever faced on a bike?

Bobby: I wouldn’t say challenge, however, all endurance athletes know that you need to live in the hurt locker when racing, so you have to embrace and push through the pain barrier mentally. Cycling was my strongest leg in non-draft triathlon so starting the run with a field chasing you down can be tough!

From your position within Specialized, with the data you have access to, does the planet have more bike riders in 2024 than what we did in 2019, before the pandemic?

Bobby: Openly I don’t have the precise data, however, I believe we have more bike riders today. Across many corners of the world, there is a move towards the bicycle as a form of transport with many cities moving towards a “green” future which is important for our future generations. With that comes the development of a cycling infrastructure, where to be expected, South Africa does lag behind these trends for obvious reasons. In terms of the South African rider, I believe that riders are diversifying their riding, however, events remain at the core of our sport, which is a good thing.

The pandemic created a surge in demand for bikes and drained global supply lines. Through 2021 and 2022, most brands increased production capacity. As we near the end of 2024, would you say that demand in South Africa has normalized? And is ‘normal’ lower or higher than where we were in 2019, before the pandemic?

Bobby: Here in South Africa, we are currently higher versus 2019, which is positive, with the COVID period from 2020 to 2022 being truly unique times. I believe that the situation has normalized, however, margins are down versus 2019. We expect margins to recover, however, the Rand’s unpredictability certainly plays a role. You cannot always pass on currency devaluation to the customer.

When you moved into the head role at Specialized South Africa and the business model changed from a distributor to a global direct model, I remember you saying to me that one of the main aims was to improve the experience consumers would have with the brand. That’s both when in-store and as far as after-sales support goes. Looking back, what were the bigger challenges with this switch and have those goals been achieved?

Bobby: Our vision was crystal clear when we established the African Subsidiary in 2012. Central to this vision was partnering with key retailers, the goal to elevate their respective stores. We learned many lessons through the journey; however, we remained clear minded as-to our vision, which I believe we have stayed true to today. The biggest challenge was convincing retailers that our vision was the way forward. A few early adopter retailers, including the late Burry Stander, bought into the vision which created a snowball effect. We proved that the plan worked, subsequently more retailers embraced the vision. We remained steadfast in not adding too many retailers which enabled our retailers to remain focused.

You’ve been at Specialized for many years. Historically, the brand has focused on innovating products that will meet future trends and demands. For example, Specialized was the first major brand to invest heavily in the eMTB market, was the innovator of frame storage and looking even further back, was one of the pioneers of the 29-inch XC race platform. Without giving away any secrets, can you talk to areas (of the bike or the industry in general) that you think are still in need of innovation? Both here in SA and then internationally.

Bobby: I recently returned from a trip to California visiting Specialized’s Head Office. What continuously astounds me is how our engineers and product managers find innovative ways to make what is an insanely great bicycle better. Their insights are “close to the pulse”. Our brand is super connected, for example, locally we have direct lines to the relevant product managers, so we can keep them abreast of market trends. Here in South Africa, we have a unique marathon stage race environment, so the product developers certainly ask our opinion on the Epic bicycle’s acceptance in-market. The bicycle as an environmentally friendly transportation tool is certainly obvious, so expect to see lots of developments in the mobility space, and naturally in our case, with Specialized performance stamp on such bicycles and associated equipment.

In your opinion, is the industry better off with model year numbering on bikes or should it move away from that entirely? How do you think each option impacts sell-through and the need for end-of-season, clearance sales?

Bobby: We left the model year cycle some years ago now (pre-Covid). We launch products at varying times of the year these days, which I believe is a better business model versus launching everything at once. The current approach certainly helps to avoid clearance sales, whilst affording new products their time in the spotlight. When you launch everything at once, many products (including the people who created these innovative products) don’t get the attention that they deserve. 

Globally, and here in SA, many brands have recently had some clearance sales with quite spicy pricing. It’s difficult to predict the future but do you think these are mere pandemic related stock clearances or is this the new normal and will massive price reductions become an annual thing?

Bobby: What has happened is not sustainable locally or globally. The entire industry, from local bike shops to entire brands, are in a world of pain with some already not making it. Short-term the customer is winning because they get a great deal, however, if said store and/or brand’s business is not sustainable the quality of service and back-up will deteriorate, with the customer eventually suffering.

Some fun quick-fire questions | You can only ride one bike for the next three years. Would you go eMTB, mid-power eMTB, Trail, XC, Gravel or Road and why?

Bobby: Jonkershoek is on my doorstep, and I love trail riding. I would go for a mid-power e-mtb because I love trail riding and because the bicycle is light, it is nimble like a trail bike. What is also nice is that if you wish to ride with people on normal bicycles you can by simply tuning the bicycle via the simple push of a button.

You have to spec your eMTB with suspension and a drivetrain for the next 3 years. Would you go Shimano or SRAM? Fox, RockShox, Ohlins or another suspension brand? Why?

Bobby: SRAM. They changed the game, especially on e-Bikes, with their T-Type Drivetrains. I also like the ease of being able to swap batteries and charge them. On the suspension side, Fox. Super smooth. 

You were a hotshot Triathlete, once in the running to be an Olympian. To this day you like to stay in shape. If challenged, could you do 100 push-ups, in one set? To answer yes, requires a video on your social media to prove it. 

Bobby: I was an aspiring Olympian but did not compete at The Olympics. Although I gym, I fancy my changes doing 100 pushups, but it won’t be pretty 😊!

Let’s talk trends. As little as 20 years back, road cycling related purchases accounted for around 90% of all retail activity in SA. 10 years later that pretty much flip-flopped to mountain bike related purchases being around 90%. Can you talk to where Specialized is now, segment for segment? Do you think gravel might hit 20% of all retail related action in say, the next 5 years?

Bobby: I was not in the local industry 20 years ago but agree that your flip-flop analogy is accurate. The Epic platform is bread-and-butter for us and with the launch of the all-new Epic 8 (8 = 8^th generation) in March, coupled with The Men’s ABSA Cape Epic victory (Beers and Grotts), uptake was better than ever before, despite launching previous new generations off similar victories (Stander, Sauser, Langvad, Luthi, Courtney and Kulhavy to name some) over the years. We could never have predicted this demand and were found scrambling to secure more bicycles, which was not easy!

To be open and honest, and granted that I come from a part of the world with insanely safe road riding (weather excluded 😊!), the roads here in South Africa are extremely dangerous, part attributed to very aggressive driver behaviour and road rules that are not enforced. With that said, there are many die-hard roadies that ride regularly, plus there are some safe road riding pockets dotted around the country, and we still sell many road bicycles, for example The Tarmac SL8 is extremely popular. However, the segment is under pressure due to safety. Fortunately, for road riders and mountain bikers looking for something different, there is a gravel segment that is exploding, and I strongly believe that this segment is going to continue accelerating. It is difficult to put numbers to it, because we have not been able to predict and keep-up with demand, and with the addition of The Gravel Burn and Garden Route Giro for 2025, there is positive anticipation which will bolster the segment. I recently heard an interesting statistic. For every 1km of tarmac roads in South Africa there are 19km of gravel roads. What I like about a gravel bike, versus riding a mountain bike on a gravel road, is that it feels like a road bike and for me that means going back to my roots, just in a safer environment. 

The trail and enduro bike side is smaller, if you extract our Turbo Levo e-bike sales, which are trail bikes, it is small. Just before COVID we had the privilege of hosting the global launch of our Turbo Levo SL. I clearly remember one of our most revered global product managers, Joe Buckley, speaking with me during his first Jonkershoek riding experience after riding down the infamous Armageddon trail … “Bobby man I have two questions! What is the story with all this lycra and why is everybody under biked”. Buck as he is affectionately known is an avid trail rider, was blown away by our trail network, and surprised that most riders were riding cross country bicycles on proper trails, where a trail bike would really shine. It seems that most riders in South Africa purchase bicycles with a marathon event in mind, and weight as a central theme in their purchasing decisions. The recently introduced cross country bicycles, such as the Epic 8 and Epic 8 Evo, have become super capable and therefore even more reason not to purchase a trail bike, however, there remains a difference between these bicycles and a full-blown trail bike such as our Stumpjumper.

The segment where we have experienced the most growth in recent years has been the e-mtb category; our Turbo Levo, Turbo Levo SL and Turbo Tero X. Most of the demand is in the full Turbo Levo, however, the lighter weight Turbo Levo SL has a very loyal following. As earlier mentioned, I love the Turbo Levo SL.

SA needs more women on bikes, and kids. Through the international footprint of Specialized, have you seen other regions that have recently had growth in these areas and could you offer any insights into how they achieved it?

Bobby: I believe that the ratio of men to women is similar globally, however, my insights tell me that there are more women riding versus prior years. There is certainly trepidation for a new rider at the prospect of riding single track, therefore, skills coaching has bolstered the sport for both men and women as-well as kids, lowering the barrier to entry. Facility remains fundamental. A kid can start by riding their bicycle to school and in corners of the world where it is possible to ride a bicycle to school, these kids have a head start. Unfortunately, in many parts of the world, including South Africa, this is not always possible, instead kids are on their phones whilst being driven to school. Don’t get me started on kids with access to smart phones and iPads, a bone of contention for me! Ideally riding bicycles does not start with racing or events, a bicycle is a kids first steps towards in-dependency, to move around.

For decades, being very active in high-performance racing has been a big part of the Specialized marketing strategy. The Factory XC and Gravity teams have just completed an exceptional World Cup season and the Big S is always playing at the front of the pro road scene. Not to mention winning another Cape Epic back in March. From what you’ve seen through the years, how important for is it that Specialized “wins on Sunday”? 

Bobby: Racing directly relates to high performance; it is part of our DNA and always will be. Having managed the race teams some years ago, I can attest to the fact that there is a powerful link and connection between our engineers, product managers and our race teams. A specific example. We all know that Matt Beers is a tall rider (196cm) and puts out long sustained high wattage days, impressive figures that are well publicized. His riding style puts unique strain on our equipment versus other riders. Matt has had drama free Cape Epic’s for several years now. This reliability is a testament on the connectivity between our German based global tyre team who have worked closely with our factory race team and with a specific emphasis on World Cup Racing and The ABSA Cape Epic.

Will we see new bikes from Specialized in 2025?

Bobby: Of course! There are a couple that I am especially excited about.

In the professional ranks, across any discipline, which five riders of all time, do you have the most respect for and why?

Bobby: I have made so many lasting friends through our sport and to be honest almost all the riders that I have met are great people. The people I work with at Specialized, both at the office and throughout the stores nationwide, make me want to come to the office each day. They give me energy. I struggle to mention only five riders, because I have met so many super people. I guess it would be:

Christoph Sauser who introduced me to Specialized. He put his neck on the line for me, something that I will never forget. It was special to be by his side through most of his stellar racing career. I have done a few events with Susi, which is always fun, although I am generally in the hurt box because there is no swimming involved (he swims like a stone 😊!!).

Jan Frodeno, who had an extremely successful triathlon career but never forgot his roots. Jan is the hardest worker in the room, a powerful marketeer, a true legend of the sport. 

Burry Stander. He lived a full life in a short life. I loved his humour. We both enjoyed talking cars, our other shared passion aside from bicycles.

Giniel de Villiers. A proper character, so much fun to be around. I enjoy riding with “The Driver”, although we tend to push each other on the downs, sometimes over the limit, which worries his wife 😊!!!

Mike Sinyard, Specialized Founder, whom I have learned so much from and like Susi, backed me. Humble is the first word that I use to describe Mike. So down-to-earth and most certainly a visionary figure.

You dedicate a lot of your personal time to trail advocacy. Together with other brands, Specialized has built Jonkershoek into a real mecca of mountain biking. What are some of the challenges involved in trail advocacy and are there any misconceptions trail users might have with regards to trails and trail building?

Bobby: I got involved in my personal capacity with Jonkershoek and other local trails in-and-around Stellenbosch in 2009 following horrific fires which decimated the area. At the time I knew little about trail building, I thought that the trail fairies worked their magic every night 😊! There is not enough attention and awareness from riders towards trail builders, the work that goes in, that most trail builders are living on the financial edge month-to-month, that many trail advocacy groups work voluntarily, and yet trails bring so much joy to our lives.

Here is something high-level for riders to ponder. A top trail building team can cost ZAR 6500 per day excluding materials and machinery. Visualise 220 working days per year x ZAR 6500 = ZAR 1,430,000. People don’t blink for a second when purchasing a tyre (Specialized Fast Trak: ZAR 850) but ZAR 850 per year for a trail permit is sometimes pondered! We need to do more for our trail builders.

We are in a great place currently with Jonkershoek. Between the MTO Forestry, income from riders (annual permits and day passes) and four sponsors (Toyota, IBEX Capital, FNB and Specialized) we have a sustainable model, although it is not always easy. This past Monday certain trails got destroyed in the rain storm meaning we are going to have to push hard to have them reopened.

When home and when abroad, what are your favorite riding destinations?

Bobby: When home Jonkershoek. My favourite trail is Armageddeon with Red Phoenix a close second. I have the opportunity to visit Specialized’s head office in California twice per year for meetings. Given the distance to travel I generally arrive a couple of days before the meetings start and leave a couple of days after the meetings end. I use the time to ride in and around the Santa Cruz area. Riding in those redwood forests is insane.

As far as dream rides go – name one bucket-list destination or route you might have.

Bobby: I have this one ride that I do occasionally when family time permits. My home is nicely positioned in the middle. I take my full powered Turbo Levo and do a big loop in The Banhoek Valley. I stop at my house, swap out the battery, and then do a big loop in Jonkershoek which takes in all the trail heads. I am spoiled to have these trails on my doorstep. I am intrigued about riding one day in North Carolina. I would like to experience the area, I wonder about the music and deep south history, and I hear that there are great trails there.

If you had all the money in the world and had to spend a huge portion on it solving one problem – which would it be?

Bobby: I hate to see people really struggling financially, which means people not having a roof over their heads or food in their cupboards. Fixing that would make the world a better place.

What one thing would you like all riders to remember?

Bobby: Contribute to your local trails. Skip the occasional cup of coffee and instead give that money to the local trail group.//

| IMAGES: Gary Perkin, Wines2Whales & supplied |

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