BikeBiz Bicycle and cycling retail news
Bikmo has announced its first release from its new strategic partnership with Push.
According to Bikmo, the new collaboration enables seamless embedded insurance directly into the bike-buying journey—giving riders 30 days of free insurance, activated at the point of purchase. The first launch under this new integration is with Trek UK’s newly launched eCommerce site for their directly owned Trek stores.
We’re delighted to be part of Trek’s next stage of growth with Trek Store. More people, riding more, is a step forward for everyone. This is a little help along the way to ensure people are protected from the moment they get their new bike for anything that life might throw at them – David George, CEO of Bikmo.
Here are further details from the release:
Levelling the Playing Field for Local Retailers
This launch marks a major milestone in supporting UK bike retailers—particularly independent bricks-and-mortar shops—as they navigate a rapidly evolving retail landscape. With e-commerce giants setting high expectations around service and value, local bike shops can now offer an added layer of customer confidence that rivals (and exceeds) online-only experiences.
In addition to Trek, Bikmo and Push have also gone live with embedded insurance for JE James Cycles, a thriving independent UK retailer that successfully balances a strong e-commerce presence with physical retail stores. This expansion highlights how the partnership is designed to empower independent brands as well as global leaders, ensuring that riders benefit from the same level of protection and service regardless of where they choose to shop.
“This isn’t just about Trek,” added George. “This is about giving all UK retailers the tools to compete—by adding real, tangible value to the rider experience. With Push, we’ve made it effortless for shops to offer insurance from the moment the bike is bought, without adding to the workload or checkout complexity.”
By embedding Bikmo’s 30-day free insurance into the checkout process via Push, retailers can build trust, improve conversion, and ensure every new cyclist starts their journey protected—whether the bike is collected in-store or delivered to their door.
A Foundation for the Future
This Trek launch is just the beginning. The Bikmo + Push partnership lays the foundation for a future where embedded insurance becomes standard across the UK cycle retail industry, giving riders peace of mind and retailers a valuable new tool in their customer offering.
Bikmo encourages all UK bike retailers using Push to explore how embedded insurance can enhance their customer experience and drive new levels of rider satisfaction.
