"Fat Lad At the Back" catering for an Expanding market

Looking the part.  Cycling apparel from new brand - Fat Lad At the Back supplies top quality jerseys, jackets, bibs and a range of accessories in sizes ranging from 28” to 60” waist and 36” to 58” chest.

Since Britain’s success at 2012 London Olympics and Tour de France, the popularity of cycling in the UK has grown leaps and bounds.  Just pick any weekend of the year to drive through the Surrey Hills south west of the capital and you would see hundreds of cyclists pedaling fiercely along parts of the 250 km long Olympic cycle route, trying to emulate the feats of their national heroes and heroines such as Bradley Wiggins and Lizzie Armisted.  Nearly all of them are clad in the colourful spandex uniforms of the pro-team cyclists, providing a boon to sportswear suppliers.  Every age group, size and shape seems to be represented and all of them want to look the part by wearing the right kit.

Now new clothing brand Fat Lad At The Back, founded by Richard and Lynn Bye,  has amassed fans from across the world in the very short time since it was launched reaching new and experienced cyclists alike due to its unique attributes: catering for riders of larger physiques.

The Yorkshire-based brand has secured a listing with leading cycling retailer, Evans Cycles and more than doubled their customer base already.

Michelle Arthurs, Head of Social Media at Evans Cycles comments “Fat Lad At the Back is a brand that carries a story and when we launched the range on social media it prompted an unprecedented response and a strong run of orders. We’d received requests in the past for clothing that catered for larger riders, and FLAB have filled that space in the market.”

By understanding the ever expanding niche market not previously catered for, co-founder Richard Bye said “There’s always someone faster than you on the bike, and although we cater for everyone from 36” chest and 28” waist to a size of 58” chest and 60” waist, everyone who’s ever been on a bike knows what it feels like to be the Fat Lad At The Back.”

 “We are continuing to hear tremendous success stories from Fat Lads who are inspired by the brand and who are cycling more frequently, further and riding more comfortably than ever before because of the clothing,”.

According to Fat Lad At The Back the brand was originally conceived when three large framed lads decided to take a trip to the Alps and take in several of the iconic climbs that make up the Tour de France. After years of squeezing into ill-fitting and often unflattering kit they decided to create a range of easy to wear, high quality garments using the best technical fabrics available.

The garments are based on actual waist and chest measurements, rather than the traditional and confusing "XL/XXL" sizing. To ensure each ‘Fat Lad’ gets the right size when they order, customers are asked to get measured before buying, following simple instructions from the website.