This year’s ‘Hidden Champion’ at Eurobike in Friedrichshafen, Germany, was the lock manufacturer Hexlox, which was able to hold its own against a number of other innovative entries. Now, as part of its recent award from German media agency Fahrrad-PR.de at Eurobike, Berlin-based Hexlox has an extensive marketing and PR package to look forward to, which will be utilized to support the brand’s retailer and consumer communications.
Over the course of the Eurobike trade fair, which took place from 30 August to 2 September, a scouting team from the media service provider Fahrrad-PR.de took a closer look at the various exhibitors on show. In the lead-up to the Eurobike show, companies had the opportunity to submit their entries for the award online. After a positive response to the inaugural award at last year’s Eurobike, there was a noticeable increase in the number of companies participating in the competition. The goal of the award is draw attention to small yet innovative companies who are active in an industry that is so heavily dominated by large and powerful companies.
“In the face of the large variety of manufacturers and brands in the industry, rather unknown brands are often unfortunately under-viewed, lack exposure and have difficulties reaching dealers and customers, despite the quality of their innovative products,” said George Pascal, the Executive Director at ITMS, the agency behind Fahrrad-PR.de.
He continued, “With this award, we want to make a small contribution to helping make these companies more visible. Last year, while looking for the Hidden Champion for the first time, we were able to get to know a lot of exciting companies and their products. While presenting the award last year, we enjoyed a very positive response, which inspired us to repeat the process again this year.
“The increase in the number of participants relative to last year’s competition is a clear sign that we have hit a nerve in the industry with our action.”
This year’s ‘Hidden Champion’ Hexlox is concerned with the problem that many bike thieves are mostly looking to strip innocent bikes of their expensive parts such as handlebars, seats, seat posts, wheels and forks. There are many parts on bikes that can be removed with simple tools in a very short period of time with relative ease. Hexlox has made it a mission to prevent this from happening.
The Hexlox founders, Marcus Tonndorf and Ian Berrell, developed a tiny, magnet locking mechanism that fits into the head of the Allen bolts that are used on almost every bike to secure the various components to the frame. The tiny locks, which weigh less than half of a gram a piece, fit into the head of the bolt, and can only be unlocked with a unique coded key belonging to the owner.
Hexlox designs and produces more than 30 products with different sizes and styles by utilizing ‘precise and high quality computer assisted manufacturing processes, 100% made in Germany.’