Distributor in the spotlight – meet Peter Ilavský

Following on from our interview with Jaroslav Štefanik, we meet Peter Ilavský. Peter has introduced a long list of ideas and projects to the Czech distributorship. Despite being a keen bike rider who, due to his young family, can't always find the time, he can't stop whooping with joy when out on his bike and oozes 'puppy-like' excitement and enthusiasm when discussing key projects and future plans. Read on to find out about his collaborations, upcoming events, favourite bikes and how he spends his evenings/weekends when not strategising on future MERIDA projects.

Who are you, and what is your job role?
I am Peter Ilavský, and I am the Managing Director of MERIDA Czech Republic. My job entails overseeing the whole company, from the small stuff in day-to-day management in our head office and distribution centre up to the larger strategic decisions taken in conjunction with Jaro, the CEO. This includes decisions about the direction of the company and what our priorities/focus will be for the upcoming year. We are slightly different to other distributors in that we have 15 Retail stores in the Czech Republic as well as dealers. The franchises are called Cyklo Point and are primarily MERIDA-focused. I enjoy the challenge of balancing the management of the Cyklo Point retail network while developing business connections with our valued MERIDA dealers.

How long have you been in the company, and how did you get to your current position?
I was working as a consultant in a big international IT firm and had just been offered a promotion, having worked my way up in the company. When the former MD decided to leave the company, Jaro approached me with an offer to take over the role. Funnily enough, at that time, I owned four MERIDA bikes, and as every biker knows – you can never have too many bikes!

What projects are you most proud of so far in your time as MD?
We have always had high-quality products. Our current lineup is strong, with some exciting colours and well-thought-through specifications, which allows us to compete in new market areas.

One of our key initiatives that has helped to raise awareness of the MERIDA brand in our market is our close working relationship with Trail Hunter. David (Trail Hunter) is a highly respected YouTuber in the Czech Republic who regularly publishes videos on riding skills, trail locations, cycling trips, maintenance, and many other subjects.

I am proud of our special edition bike, the ONE-TWENTY TRAIL HUNTER edition, which has just been released. David reviewed the bike at the MERIDA international press launch two years ago and was so impressed he decided to build his own dream set-up and lend his name to it. Several other well-known riders, such as Ondra Šléz and Andy Mitašas, also ride for MERIDA. You should all check what these guys can do!

I am also proud of our ever-growing cooperation with the professional MTB marathon team D2MONT MERIDA. The team has secured two out of the last four men's national championships, as well as several under-23 championships and multiple World Cup MTB Marathon victories. We are similarly proud of our junior road team, Mapei MERIDA Kaňkovský, who have had countless national championships and international successes.

Then, there is the Cyklo Point network. Running a bike store is quite a challenge nowadays, with everything being available online. As a result, many cycling retailers are scaling down their offerings of accessories, clothes, shoes, etc., and focusing purely on bikes and e-bikes. We are experts in bikes and e-bikes, offering a complete MERIDA range. However, we believe that it doesn't end there, and if you offer a wide choice of clothing and accessories, this goes a long way. To see the whole MERIDA range under one roof is a wonderful sight.

On a different note, we have been working hard to reduce our environmental impact by installing huge solar panels along one side of our distribution centre in Brno. We are now self-sufficient in electricity and, in fact, have enough capacity, and we plan to power our shops too. We know this is only a small step, but it's a great start, and we're constantly looking for ways to improve our sustainability even further.

For a young person interested in becoming an MD in the cycle industry, what advice would you give them?
The job presents numerous challenges, but there are many positives too, not least working closely with your favourite sport. I think it's essential to believe in what you do. I believe in MERIDA bikes and am proud of the brand.

What sort of cycling is popular in the Czech Republic?
Although everybody cycles here for recreation, the customers tend to be very traditional, so not all new products/trends will automatically be adopted immediately. For example, full-suspension bikes weren't immediately popular but are slowly gaining popularity now; however, hardtail mountain bikes are still our best sellers. We are looking forward to developing the full suspension market further. Gravel bikes and gravel riding are a hit – sales have increased tenfold in recent years. Road is also big, of course, as it always has been.

We have seen an increase in e-bikes around the world. What is the use of e-bikes in the Czech Republic?
The e-bike market is strong, hardtails e-bikes i.e.' all-rounder' bikes such as eBIG.NINE are the most frequently sold e-bikes here. Performance e-bikes are also gaining popularity, and we are working hard to be one of the key players in that area.

What MERIDA bike are you currently riding, and have you made any changes and alterations to it? If so, what benefit did they bring?
I am currently riding a Big-Nine XT Edition, which I have because it fits a child's rear seat. Last year, I spent most of my time on an eONE-FORTY, which also had a shotgun seat fitted so that I could enjoy some riding time with my son.

What is your all-time favourite MERIDA bike, overall and in the current range?
This would be the ONE-TWENTY if I didn't have to consider riding with a four-year-old! I always recommend this bike to friends if they ask what they should buy, and most of my friends have bought one and are very pleased with it.

What do you think are the most exciting developments of the MERIDA brand over the years?
For me, in the last 6-7 years since I have been with MERIDA, I think it is the overall direction of the brand. The R&D team stepped outside their previous' box' and created the ONE-FORTY and ONE-SIXTY, and in doing so, they raised the 'cool' factor of the brand. MERIDA was one of the first and largest major bike brands in Czech. So now our challenge is to build on this and improve the brand recognition in new categories such as full suspension bikes, gravel and e-bikes.

What is your main cycling discipline, and how did you get into the sport?
My father got me into cycling; funnily enough, he bought his MERIDA from Jaro in 1996! I grew up as a mountain biker, but of course, we didn't have bike parks back then – I wish I had learnt to ride now with these kinds of purpose-built trails. I then discovered road bikes, and my friends and I all got into road riding.

Do you have an 'idol' in the sporting world?
I am a big basketball fan, so for me, I would say LeBron James. He embodies all the ideals of a true sportsman and a person. He always puts his family first, and he is still playing aged 40!

Do you have other hobbies away from two wheels?
Well, as I said earlier, I love basketball – watching it and playing it. I also used to be a runner and did marathons and triathlons (when I was 10kg lighter), but injuries brought this to an end. I guess my guilty pleasure is board games; my wife would say I am a bit of a geek in this respect. I have a group of friends with whom I have games nights and weekends with. We escape for a weekend somewhere where we won't be disturbed and spend the entire weekend playing. These aren't your run-of-the-mill board games, but they are really intense and detailed; they cost a fortune, took hours to set up and then hours to play. One friend has even built his gaming table with some special features - when we are playing, the lights come on to illuminate the player whose turn it is. During these weekends, clothing is strictly comfort-based, and eating is fast. We survive on a pizza, hot dog and beer diet, not to waste any playing time preparing food.

Why should someone come to the Czech Republic for a cycling holiday?
I think because there is every kind of biking here, we have quiet, winding country roads for road riding, and we have (I would guess) more than 100 trail centres for mountain biking and gravity riding. I would recommend Rychlebske Stezky, which is one of the most iconic bike parks in the Czech Republic, or PEKLAK, which has some exciting and really well-maintained trails (Peter is the guy jumping through the hillside PEKLAK sign in the photo). Even if you don't own a full-suspension bike, you can rent a MERIDA bike on-site.

Czech people are friendly, particularly to cyclists, as everyone cycles here, so it is very bike-friendly; there are places to park your bike everywhere, we have charging points for e-bikes, and most hotels or bed and breakfasts will have somewhere to safely store your bike. Finally, of course, there is the delicious Czech beer!

As well as cycling, what else is a 'must-see' or 'must-do' while visiting your country?
There is a lot of culture to look at; if you visit Prague or here in Brno, there is fantastic architecture and history. There is also vibrant nightlife in both cities if that is what you are looking for. Outside the cities, the countryside is packed with mountains in every direction. Czech people love life, and they like to share this with tourists.

With your many years of experience, what would be the most useful piece of advice old Peter would give to young Peter starting out in the bike industry?
Don't feel sorry for your mistakes, but feel sorry for opportunities that you don't take.

Given the choice for a little bike adventure (time and money, no object), where would you go, and who would you like to take along for the ride?
I know Jaro said you should have asked him this 10 years ago, I am the other way round; I want to imagine this trip in 10 years' time when my kids have grown up a bit! My dream would be that the four of us would go to Whistler in Canada, and of course, we would all have honed our riding skills by then, so we could all ride the awesome trails together. I would also combine this with one or two NBA basketball games while we were there.

With almost a decade of running the team in MERIDA Czech under his belt, there is no sign of slowing down for Peter, and when sitting down with him, we got the impression that he and his passionate team are just getting started. As a key member of the family business that runs the MERIDA distributorships in the Czech Republic and Slovakia, Peter benefits from Jaro's wealth of experience as the founder of the two businesses while also having the freedom and trust of Jaro to forge new and unconventional paths. We certainly walked away from our time with Peter impressed by the position MERIDA has in the country, and we can't wait to see what the team comes up with next. Next time, we will talk to Petr, Peter's marketing manager, whose main job is to turn Peter's marketing vision and ideas into reality. Keep an eye on our NEWS section for further 'Distributor in the spotlight' stories.