Distributor in the spotlight – meet Tamás Kovács

Continuing our ‘Distributor in the spotlight’ series, we have travelled to Hungary to visit BikeFun, who distribute MERIDA bikes in Hungary and Romania. In our first interview, we met BikeFun's charismatic founder, Róbert Sipiczki, and you can read this interview in our stories section. Now we are sitting down for a coffee with Tamás Kovács, BikeFun’s MERIDA Product and Marketing Manager. Tamás has been with the company since the beginning and is one of the most dedicated MERIDA ambassadors we have met. An avid cyclist and the proud owner of the most extensive collection of MERIDA-branded clothing, Tamás provides us with a unique insight into the markets in which he operates and has certainly inspired us to return to his home country for further exploration, both on and off the bike.

Who are you, and what is your job role?
I am Tamás Kovács, and I am the MERIDA Product and Marketing Manager for the Hungarian and Romanian markets and co-owner of BikeFun. I am based here in Budapest at our distribution centre on Csepel Island, but I also work closely with our MERIDA Concept Store. My role involves everything to do with MERIDA within BikeFun; from managing products and marketing, to deciding what bikes and quantities we order, to overseeing warranty services within the team.

How long have you been at BikeFun, and how did you get to your current position?
After finishing university in 1998, I first worked in the beer industry, but then quickly moved into the bike industry. I initially worked with GT, but as you know, they went bankrupt. I then moved to Velotrade Ltd., and my former boss, Mr Janos Puch, contacted MERIDA and asked for me to be their contact in Hungary, as I was interested in working with them, so the first bikes they imported into Hungary came with my help in 1999. So, I am very proud that I have been involved with MERIDA in Hungary from the very beginning; I have grown up with them! I worked with Róbert at Velotrade Ltd, then came with him to BikeFun when he set it up in 2006. The BikeFun logo is Green and black – the green we use is the MERIDA green, it represents our connection with MERIDA, but also, of course, green is a colour people associate with nature, the environment and being outdoors. For me, MERIDA is like one big family; when all the distributors get together at meetings, all the faces are the same and have been for many years.

What is a typical working day like for you?
I love working in the bike industry, so it doesn’t feel like work a lot of the time. Every day is different; that is one of the things I love about it. It certainly isn’t a 9 to 5 job – there is always more to do but equally there is always something interesting and exciting going on.

Does your interest in cycling help you in your day-to-day role?
Absolutely – I have been a keen cyclist in various disciplines for a long time, so I can understand new developments and what direction MERIDA is going in as I am immersed in the cycling world. MERIDA is a democratic company, so I can give my opinion on future projects; it’s a nice feeling to be that involved in the product development. I also feel my personal interest in cycling makes me more authentic in the marketing aspect of my role and helps me when interacting with dealers, sportspeople and so on.

What are your proudest achievements since you have been working with the MERIDA brand?
Internationally, I was very proud when the Multivan MERIDA Biking Team was launched in 2004 and then in 2013 when we joined the World Tour with the Lampre-MERIDA Team. I have been lucky enough to be on holiday at the World Cups when MERIDA had some significant wins, for example, by Gunn Rita Dahle. Subsequently, I have also been lucky enough to meet her and other riders such as Ralf Naef and José Hermida in person at press camps, and these have been memorable moments for me. Gunn Rita accepted our invitation to come to Hungary and Romania before the COVID pandemic, after finishing her professional racing career in her new role as a MERIDA ambassador, and she even came to my home, which was an honour for me.

Nationally, I am proud of all the things we have achieved with our colleagues and sales team in Hungary in selling MERIDA and getting the brand recognised. We were the top-selling brand in Hungary for some years, but this has changed in the last few years due to the challenging circumstances the post-COVID period created. But we hope to get back to this market leader position again in the future.

What sort of cycling is popular in Hungary and Romania?
More and more people commute these days, and they use higher-quality bikes in the cities. The infrastructure is improving to support this, but in the villages, people still use cheaper bikes for commuting or going shopping. Road riding is increasing in popularity, and gravel ‘fever’ has well and truly hit both countries. One thing that has always been popular is using bikes to get out and enjoy the great outdoors. Previously, people would have done this on an MTB; now they would do this kind of riding on a gravel bike like the SILEX, as it is so versatile.

We have seen an increase in e-bikes around the world. What is the use of e-bikes in Hungary and Romania?
The use of e-bikes is growing, but due to our current economic constraints, for a lot of people, having an e-bike is unattainable. However, the desire for them is there; we always joke about the ‘e-bike’ smile we see on people’s faces at our demo days!

What MERIDA bike are you currently riding, and have you made any changes and alterations to it? If so, what benefit did they bring?
Of course, I am not just riding one MERIDA bike; I have a fleet. I commute to work on an aluminium SILEX, I have a NINETY-SIX 7000 (which is my favourite bike), an SCULTURA ENDURANCE 9000, which I use for road riding (it is just perfect for this) and a SILEX 7000 for gravel riding.  I don’t have any e-bikes (yet). I ride a lot with my son, and when he starts leaving me behind, then I may have to get one!

I haven’t really made any major alterations except making the NINETY-SIX tubeless and adding some different coloured bar tape on my road and gravel bikes; they don’t need any more improvements!

What is your all-time favourite MERIDA bike, overall and in the current range?
I can narrow it down to three or four: I love my NINETY-SIX  7000, it is perfect for me, and it was a very successful bike for the Multivan MERIDA Biking Team. I also loved the development of the SCULTURA and REACTO when MERIDA got involved in the world tour. Finally, when e-bikes started to become popular, the e-ONE SIXTY 900 really stood out as it won lots of awards, and was a real high point for me as MERIDA really got the recognition we deserved for this bike.

What do you think are the most exciting developments of the MERIDA brand over the years?
In previous years, MERIDA’s exposure was quite German-focused, not truly international and was low-key. In more recent years, this has changed, and the PR and Marketing has gone up a gear, so now we are having reviews on Pinkbike, and on all other well-known international titles, and this has massively improved our brand recognition.

What is your main cycling discipline, and how did you get into the sport?
I wasn’t very good at physical education at school, but I discovered the enjoyment of riding my bike with my friends, and we all quickly fell in love with cycling. My first bike was second-hand from Western Europe (this was during the socialist era), it was a three-speeder with hub gears. I quickly realised I needed a better bike, and that I also needed to build my endurance. Once I got the bug, I never looked back.

In the 90s, when I was studying at university, I got into touring; my first trip was just for a weekend, while doing it, we met some more experienced tourers, and they inspired us to really commit to it. The following year, we did a week-long trip to the High Tatras in Slovakia. So, from then on, every summer break we would plan a trip to the alpine regions, and I think I toured 17 European countries in total. This was all before the Internet existed. I couldn’t Google what to take or where to stay; it was a case of learning by doing.

So, I initially started cycling for touring rather than for sport, but eventually I got into mountain biking and started racing. I had marathon fever and loved competing in the long-distance category. I was so obsessed with it, I took all my holidays to be able to compete, I even planned my wedding around marathon dates!

I still do MTB marathon races occasionally, and I do road riding – mainly endurance/long distance and gravel riding for touring and commuting. I love my commute as I feel refreshed for the day ahead, and on the way home, I can process the day. I even stop sometimes to make notes about things that have come to me on the ride! I also love testing new bikes to try out the sizing and kinematics; again, this helps me in my work when talking to dealers.

Do you have an ‘idol’ in the world of cycling?
From a business perspective, it would be Wolfgang Renner. I am in awe of how active he remains at his age and all he has achieved in the cycling industry. From a sports perspective, it would be MTB legends like Gunn Rita Dahle and Jose Hermida; I don’t think anyone will ever get near Gunn Rita’s achievements. On the road, it would be Vincenzo Nibali and Matej Mohorič – he has a great character, a real sportsman. Then, of course, there are the ‘founding heroes’ of the sport, like John Tomac, Jürgen Beneke, Steve Peat, Cédric Gracia, Thomas Frischknecht and so on. So, I guess I have lots of idols!

Any cycling trips or events planned?
I will be heading to Austria with my family to take part in the Salzkammergut Trophy. We go every year, but sadly it often rains! I want to do more large international gravel events; last year I celebrated my 50^th birthday with friends at the Veneto gravel bikepacking event in Italy. I love the great atmosphere and the cool ‘lifestyle’ vibe these gravel events have.

Any riding/bike tips for people at the start of their cycling career?
Always wear protective equipment, never ride without a helmet. Respect the older generation of riders, as they have knowledge and experience you can benefit from. Mainly, I would say just enjoy being outside and have fun, that is why we are called BikeFun: biking and sunshine = fun!

Do you have other hobbies away from two wheels?
I love hiking because it means I am outside, connecting with nature. I do CrossFit at the gym twice a week for my fitness, I go bike riding with my family at weekends, and, when not being active, I enjoy reading.

What do you like most about working at BikeFun?
That’s easy – it’s the team here that I work with. We have all worked together for a long time, so we are more than just colleagues. We have had our MERIDA Concept Store for 7 years, and all the staff have been there since it opened, the same with BikeFun – people tend to stay at the company. I am also proud to work with MERIDA. I believe in the product, and it is exciting to go to distributor meetings and be the first to hear about future developments and innovations.

Why should someone come to Hungary for a cycling holiday?
There are so many hidden gems here, you can find small trails and villages where you feel like you have almost gone back in time. The local trails in the mountains are really popular with visitors. You can ride pretty much where you like, so you are free to explore, and Hungarians are friendly people. MTB, gravel and road riding are all on tap here.

With your many years of experience, what would be the most useful piece of advice old Tamás would give to young Tamás starting out in the bike industry?
I have my dream job, so I am very lucky; I studied marketing, and my goal was to have this kind of job in the bike industry, so I guess I am proof that you can achieve your goal with hard work, consistency and lots of energy. I would also advise someone starting out that they should respect others, especially older people in the industry, as they can learn so much from them if they just keep their eyes and ears open and are willing to learn. I would add that being flexible in work is important, and being open to new things and ideas. Finally, believe in what you do!

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 love Europe, and I don’t particularly like flying long distances, so my destination would be Norway. I went there 22 years ago, and I would love to go back, ideally crossing the North Pole by bike. For somewhere warmer, I would go to Spain or Italy and take my cycling friends – the ones I started cycling with as a boy.

If you had to recommend one MERIDA bike to one of your closest friends, which one is it and why?
My pre-requisite would be to choose the best bike for your purpose and age. For each discipline, I would say: SCULTURA ENDURANCE for the road, SILEX for gravel and NINETY-SIX for fun mountain biking.  

Tamás’s enthusiasm for cycling, his job, and anything with MERIDA written on it is a joy to behold. We imagine his passion motivates the staff and dealers he works with. In the MERIDA Concept Store, everything has a MERIDA logo or sticker on it, and we mean everything, even the toilet! We would also like to add that it is the best-smelling bike shop toilet we have ever been in! For Tamás, there is clearly still work to be done in getting MERIDA the brand recognition it deserves in Hungary and Romania, and we are pretty sure he won’t rest until this happens.

Join us for our next interview with the BikeFun team with Gábor Mikula, who has been with BikeFun for a mere 18 years. He is one of the Sales Reps for Hungary, and he manages the sales team and the cycling team. When not at work, he can be found playing the bass guitar, singing with his band or maybe out cruising on his motorbike, and did we mention he cycles too? Keep an eye on our news section in the upcoming weeks