Exclusive Interview with Andrey Rogachev
7:00 AM, Thursday – Dubai’s business and sports life is awakening. The intersection of cultures and mentalities in this region of Southwest Asia is shaping a completely new portrait of a global citizen: modern, passionate, and undeniably sporty.
This is exactly how we met Andrey Rogachev, partner of the official distributor of the international premium bicycle salon network Electra. During a morning bike ride, Andrey shared with CEO WEEKLY UAE insights into how the brand rapidly entered the MENA market, the nuances of adapting cycling culture in the Arab world, and why Electra bicycles become iconic in every country they operate.
Hello Mr.Rogachev?It’s a pleasant morning to have you with us for this interview. So tell us who Andrey Rogachev is and how your journey to bicycling started?
I was born in the USSR, and that’s not just a phrase. Not every Soviet family could afford a bicycle, and owning one was automatically a sign of prosperity. This idea was even reflected in the animated character Postman Pechkin from Prostokvashino, with his famous phrase: “I used to be grumpy because I didn’t have a bicycle.” Like most kids in the neighborhood, I started riding on a tricycle before moving on to a two-wheeler with side stabilizers – the “Lyovushka.” I transitioned to a two-wheeled “Shkolnik” rather late, but I vividly remember setting a goal to ride independently. One day, I simply got on and rode away. I began considering bicycles as an alternative mode of transport about 15 years ago when I moved to France. With a team of friends and like minded individuals, we explored the countryside and small villages. That’s when I truly started understanding bicycle models.
Dubai’s business environment is advancing swiftly, including in the culture of personal transportation. What are the key success factors for launching and maintaining a bicycle brand here?
Dubai is the leading emirate of the UAE, where development is particularly rapid across various industries. Take the bicycle sales business, for example. Just ten years ago, we were merely discussing the era of car sharing, yet today, we have leaped past the sharing economy to Al-based “meta-fitting” rooms, which customize transport models to an individual’s physical and anatomical characteristics. Electra, for instance, has long implemented a configurator to help customers find their ideal bike, simplifying the selection process immensely.
With an extensive range of modern Cruiser, Comfort, and hybrid bicycles -hugely popular in the USA (Electra’s home state is California)-there’s plenty to choose from. Electra also offers a line of accessories, apparel, and spare parts. Ultimately, a customized approach to analyzing consumer preferences is the key competitive factor in the market.
Does a Customized Approach Mean Personalized Service or a Unique Customer Experience?
Both. Customization is an inventive process where creativity meets science, manufacturing, and marketing. It’s no longer enough to offer a selection of models and colors. Modern consumers expect something new at every touchpoint-from welcome bonuses on the website to exclusive service privileges, personalized communication with managers, and assurances of quality and safety certifications. They want to see real athletes and trainers endorsing the brand.
Customization is a continuous process of product improvement, team professionalism, and addressing customer feedback.
Remember, mountain bikes once revolutionized cycling by making off-road riding possible. Similarly, Electra is reshaping the perception of bicycles. They are no longer just a mode of transportation or a time-efficient solution_-they create traditions of family outings, turn evening rides into rituals, make the commute to work more meaningful, enrich everyday life with new routes, and even replace gym sessions with intense waterfront training. Electra promotes a culture of enjoyable and beneficial recreation for families, friends, and colleagues–whether it’s a romantic ride, a trip to the pharmacy, or a cycling championship. Most importantly, this form of active leisure aligns with all global cultures and can be seamlessly integrated into any ethnic tradition. Essentially, bicycles unite people, nations, and countries.
Developing a Bicycle Brand in a Conservative Industry
How does Electra differentiate itself from competitors in the Middle East?
Our team pays meticulous attention to detail and design. We place significant emphasis on customer care and technical support, ensuring that the transition from visitor to proud bike owner becomes a memorable experience. Our showrooms offer free maintenance for Electra bike owners and a lifetime warranty on the entire range. For those unable to pick up their purchase in person, we provide free home delivery. A test ride is a must for customers struggling to choose.
Event marketing also plays a crucial role, with our signature Freeride morning rides attracting a devoted community of health-conscious and active individuals aligned with Electra’s philosophy. These rides are highly anticipated by our audience.
Is Bicycle Sales a Risky Business?
Every business involves risk. In agriculture, 99% of your yield depends on weather conditions, with only 1% influenced by operational processes. In retail, we face seasonality, market volatility, and changing trends. Given Electra’s product nature, we must consider storage and logistics challenges-bicycles are large, difficult to dismantle, and require substantial warehouse space. Unlike many brands that avoid such commitments, our advantage lies in our willingness to invest in storage facilities and physical stores, despite the rise of marketplaces.
Additionally, bicycles are complex technical products requiring warranty management. And, of course, low summer demand? Due to summer heat and hot temperatures in Dubai, is a risk factor that must be offset with supplementary services.
Risk Management Strategies for Long-Term Stability
What risk management strategies should companies use to ensure stability in an increasingly uncertain global economy?
First, companies must define their business model, which determines funding sources. Will growth be financed by private capital (shareholders’ funds), loans (banks), or investments business angels, venture funds, incubators, private companies)? Alternative funding sources include government grants and crowdfunding platforms that enable startups to raise small amounts from numerous private investors.
To mitigate risks, companies must avoid impulsive “wow” decisions that could harm or even sink the brand. Electra is a premium brand, meaning the responsibility for quality, service, and customer experience is extremely high.
Smart Mobility Investments in the UAE
The UAE actively invests in intelligent and sustainable mobility solutions. How does Electra contribute to this shift, and what opportunities do you see in this sector?
Electra is an innovative and bold brand, perfectly suited to its audience. We constantly develop, test, and implement new features that later become industry trends. For instance, our patented “Flat Foot” technology allows riders to place their foot fully on the ground for balance, an essential feature in fast-paced urban environments.
Another engineering breakthrough angling the traditional riding position 23° counterclockwise enhances spinal health, ensuring a more comfortable ride. More broadly, our investments in smart services and programs foster a new multicultural habit of “living in motion.” Maintaining fitness doesn’t require extreme workouts- one bike ride satisfies the body’s need for adrenaline and serotonin, the happiness hormone.
The Future of Cycling and Shared Mobility
The concept of shared and leased transport is growing worldwide. Does Electra plan to introduce bike-sharing or leasing options for corporate clients?
The bike-sharing era is upon us, and it’s an exciting topic. We see increasing demand from corporate clients. Dubai’s flat terrain makes cycling highly convenient, even far from the waterfront. Many business owners now consider corporate bicycles for their employees.
Expanding a Business in Dubai: Opportunities and Challenges
What financial, legal, and operational factors should companies consider when entering the Dubai market?
The UAE is a prime business destination due to its strategic location between Europe, Asia, and Africa. This facilitates easy market access and is crucial for globally oriented businesses.
Anyone looking to establish a company here must understand that corporate activities are regulated by national and international laws. Numerous free zones offer special benefits and simplified registration procedures for startups. Having launched multiple business ventures in Dubai, I can confirm that the emirate offers a business-friendly environment, economic stability, and high security. Authorities invest heavily in high-tech infrastructure, including modern offices and transportation networks. The government supports startups through funding programs, venture capital, and R&D grants.
Ultimately, Electra’s philosophy is about fostering a culture of movement, sustainability, and innovation–values that resonate deeply in today’s world.
