BikeBiz Bicycle and cycling retail news
In May, we announced the 18 people who would judge each category in this year’s BikeBiz awards.
To allow you to get to know the judges better, we’ve asked them all to give us insight into who they are, what they do and a little more about them.
Here we have Morten Larsen, International Client Manager from Bikedesk, the headline sponsor of this year’s BikeBiz Awards.
You’re on a call or you meet someone at an event, when introducing yourself (and having to sum up many years in a few words), you say?
I help bike shops run smoother and grow stronger. I work at Bikedesk, where we build software that makes life easier for bike mechanics and shop owners, so they can focus more on people and less on paperwork.
Everyone in this industry has a unique ‘origin story’ that set them on this path. What was that for you, and how did that initial spark evolve into the professional journey you found yourself on?
For me, it started with a genuine love for people and the cycling culture that brings them together. I didn’t come from a tech background or a bike shop, but I’ve always been drawn to industries where purpose and community matter.
When I joined Bikedesk, I saw just how much of a difference the right tools could make for hardworking people running local shops. That was the spark for me, and it’s kept me motivated ever since.
Given your role as a judge for the BikeBiz Awards, if you could pinpoint one innovation or trend within the cycling world over the past decade that you believe has been truly transformative, what would it be, and why does it stand out to you?
I’d say the digital transformation of the workshop and retail experience. The move from pen and paper or outdated systems to modern, cloud-based tools has really changed the way shops operate. It might not sound flashy, but it saves hours every week, improves the customer experience, and frees up time for what really matters. That shift has been huge for a lot of shops.
Delving a little deeper into judging, what are you going to be looking for when looking at the shortlists for each category, regarding who you might vote for?
I’ll be looking for substance. Not just good ideas, but real-world impact. I want to see who’s made a difference for customers, communities or colleagues. Innovation is great, but the ones that stand out to me are those that are actually being used and making things better right now.
Looking five to ten years down the road, what’s a ‘blue sky’ idea or a radical shift you’d love to see happen for the cycling industry that you believe has the potential to truly reshape how people move and interact with bikes?
I’d love to see local bike shops become something even more central to how we move around. Places where you don’t just buy or repair a bike, but where you can grab an e-bike for the weekend, get help with mobility planning, or charge your battery while having a chat. Shops already play a big role in their communities, and with the right support, they could be at the heart of greener transport in every city and town.
Among your many contributions to the cycling industry, are there any projects, initiatives, or achievements that stand out as your absolute proudest, and what made it so personally significant for you?
Helping Bikedesk expand into new countries has definitely been a highlight. Working closely with bike shops in places like the UK and Sweden, listening to what they really need, and seeing how we can help them run a smoother business is something I’m really proud of. It’s not just about selling software, it’s about building trust and creating something that makes a real difference in their everyday life.
Throughout your career, the industry has likely undergone significant changes. Have there been any shifts you’ve personally experienced that required you to adapt, and how did you navigate that change?
One of the biggest shifts has been working more internationally. Every market is different, so I’ve had to learn to listen more, ask better questions and adapt quickly. It’s taught me to stay curious and never assume that what works in one country will automatically work in another. Building good relationships and keeping things simple have been key for me.
If you could offer some advice, whether something you were told, or a hard-won lesson you learned, to those working in the cycling industry that you believe might resonate or help them in their role, what would it be?
Don’t fall in love with your solution. Fall in love with the problem you’re solving. It’s easy to get excited about a product or an idea, but the best results come when you really understand what someone is struggling with and work from there. Also, be kind. This is a passionate industry full of good people, and kindness always goes a long way.
