Motocross-mad husband and wife team Ross and Emily Pottenger have added a new retail arm to their business, Kiddiecross, which provides balance and e-bike tuition to young cyclists.
When they struggled to find group classes for their young son outside the usual football, rugby and swimming classes; Ross and Emily decided to launch their own offering with a focus on balance bikes and more modern electric bikes.
They spent nearly two years researching and developing their business plan, before launching in Newport last August. The success of classes naturally led to them launching a retail arm, with the assistance of a £25k Start Up Loan from the British Business Bank, which they have used to invest in a fleet of 50 e-bikes.
“I’m from a Motocross family and used to race when I was younger,” says Ross Pottenger, co-founder of Kiddiecross. “We thought there must be a market for group classes in an untapped area; parents without any motocross-background who aren’t generally aware of electric balance bikes until they see children up and riding what is effectively a motorbike. With electric balance bikes becoming more and more popular, we wanted to provide something for children to learn the right skills, safely, and in a fun environment with other like-minded children.”
Instructors Ross and Emily ensure a safe and supportive environment, guiding young riders through fun activities and games that enhance their motor skills and spatial awareness, while they gradually transition from balance bikes to e-bikes.
Ross and Emily have ditched pedal power in favour of lightweight and pedal-free bikes, which, they say, are the perfect starting point for toddlers to develop a sense of balance, coordination and confidence on two wheels. Kiddiecross also runs courses in local nurseries, teaching up to 45 children at a time, alongside their regular sessions at Newport Velodrome and Cwmbran Stadium.
“The business has really taken off and we had so many enquiries from parents interested in buying bikes for their children, that we could have sold them hundreds of times over,” says Ross. “We firmly believe that introducing children to the world of biking at an early age is not only beneficial but also essential for their physical, cognitive, and emotional development.”
The British Business Bank Start Up Loans programme provides government-backed loans of up to £25,000 per individual, with additional access to mentoring, resources, and other business support.
Ross says: “We researched loans online and the British Business Bank offered favourable interest rates compared with traditional lending. The application process along with the support available to apply, was very good.”
Ross is no stranger to entrepreneurship – having won innovation awards for Taxi Goat, a mobile app he launched in 2018, to connect customers to local licensed taxi and private hire firms.
With Emily just back from maternity leave after having their eight-month-old daughter Halle, they now plan on extending the retail arm of the business further, as well as developing the Newport and Torfaen franchises, with a view to expand across Wales and into England.
Jess Phillips-Harris, Senior Manager for Wales at the British Business Bank, commented:
“Kiddiecross is an exciting young business that is the result of spotting a gap in the market, delivering on a consumer need and witnessing exceptional results.
“Ross and Emily demonstrate a huge passion and enthusiasm for supporting children’s development through bike riding and successfully combine running a growing family business with raising their young family.
“We’re delighted to supporting their ambitious expansion plans and look forward to seeing the business develop.”
