Saddleback runs the first Enve Dealer Demo Day at BikePark Wales, the European Enve demo centre

On Tuesday, Saddleback hosted its first Enve Dealer Demo Day at BikePark Wales, giving dealers the chance to experience's the park's Enve demo programme and find out more about how our new demo rebate programme can help bring customers to local bike shops.

As usual, it took little cajoling for Saddleback staff to spend a day on the trails, with Enve brand manager Ash Matthews joined by workshop and events supremo Ross Grimmett, south-west area manager Oli Hunter, Intense brand manager Martin Astley and finally, head of creative Nick Cox in full-on paparazzi mode.

This first demo day was attended by six Enve stockists who had travelled up to three hours to attend. The venue gave us the opportunity to take the dealers through the same demoing experience as customers as well as outline the benefits of the Enve demo rebate programme. This new initiative means that everyone who demos a pair of Enve wheels at BikePark Wales is furnished with a voucher for the cost of the demo. This voucher can, in turn, be redeemed against a set of new Enve wheels at their local dealer.

The day began with Martin – who's also a founder of BikePark Wales – taking dealers through how the demo programme works from a customer standpoint, starting with booking the wheels online at the BPW website and going on to the process of the park's mechanics setting up the wheels on each customer's bike.

Once wheels from the extensive demo fleet had been fitted to dealers' bikes, the uplift passes were issued, commencing a day of no-sweat, up-the-mountain luxury followed by blisteringly fast, grin-inducing two-wheeled trips back down the park's perfectly pitched trails. With different abilities and riding styles present, the dealers split up to take on a combination of the smooth and speedy blue runs, challenging reds and technical blacks – the ideal environment for Enve wheel testing.

Then it was back to BPW HQ for a hearty sausage casserole lunch, some feedback on the wheels and the chance to swap to a different model before the afternoon's riding, which meant a continuation of dealers trying to find the limits of the ultra-tough handmade carbon wheels.

"It was good to see the dealers riding the wheels in their own bikes and see what works for them," says Ash. "It was great for them to gain a better understanding of the demo programme and see the value in directing customers to the park. The idea that demoing is the best way to sell really seemed to capture dealers' imaginations.

"We'll look to run a few more dealer demo days in the future and possibly involve some shops' key customers to really drive the programme forward and show the Enve difference first hand."

To book Enve wheels for your next day at BPW, visit the BikePark Wales website.