NichCycling

NICH Cycling sells premium carbon competition bikes direct to New Zealand riders: road, time trial, gravel and mountain. The site carries the range, the pages for each kind of rider, and a way to work out which frame and build suits the person reading.

Underneath it is a lead pipeline rather than a brochure. An enquiry reaches the founder with the bike it came from attached, and a chatbot answers the questions that come before that, inside guardrails written for a business that quotes real money.