Field Sales Representative Independent Bike Dealers (London)

For this role were looking for someone deeply familiar with Londons independent bike shop network - a natural relationship builder with real insight into the cycling industry.

Hello were Laka

You might not have heard of us yet - thats OK youve found us now - come and find out more about our journey...

Founded in 2017 Laka set out to transform insurance by connecting passionate cyclists to form a collective and protect their bikes for when things go wrong - a better model for insurance was born. For once people come first in insurance by fairly sharing the cost amongst each other. We exist to rewrite the rules of insurance so its something people stand with not against.

Our model: Laka makes sure everything runs smoothly for The Collective - from exceptionally fast claims splitting the cost fairly guaranteeing a maximum price and all the other heavy lifting of a regulated insurance business. For that service the collective pays Laka a fee relative to the claims in a month.

Take a closer look at exactly what this means and how it works here

What have we been up to since then...

In a nutshell weve been very busy! Here are a few of the massive achievements weve had:

Raised an awesome Series B investment round of over $10m

Grown the team to over 60 Lakanauts based across the UK and NL enabling a choice-based remote-first way of working

Launched Laka in a total of 9 countries essentially helping more people in more places!

Captured the UK and NL enthusiast cyclist market and expanded into commercial business partnering

Been awarded Best Cycle Insurance Provider (for the past 8 years in a row - go us! )

Weve also achieved a 5* rating on Google Reviews and Glassdoor - go check us out!

Help us continue to change an outdated industry...

Were growing real fast on our path to make the Laka collective model the industry standard and were expanding across segments products and territories. Were looking for innovative bold and brave minds to help us build the worlds best insurance company.

The role

• Were looking for a motivated cycling-savvy Field Sales Representative to grow Lakas presence across independent bike dealers (IBDs).
• Your first mission: focus on our existing network of London bike shops & strengthen relationships increase activations and onboard new London IBDs.
• Youll spend your time in shops training staff installing POS building trust and ensuring Laka becomes the go-to insurance recommendation at point-of-sale.
• This role is primarily field-focused. While some light admin (logging visits updating HubSpot sharing shop feedback) is part of the job.

What youll be getting up to:

• Visit and maintain relationships with existing London IBD partners
• Onboard new independent shops across London using the Laka Introducer model
• Train shop staff on how to present Laka at point-of-sale
• Install and refresh POS materials QR codes and digital signage
• Track shop performance (activations conversion rate feedback) through HubSpot
• Share insights with Partnerships & Product to improve our retailer experience
• Represent Lakas values: fairness transparency and community

This role will be a great fit if you bring:

• A genuine love for cycling (road gravel commuter or e-bike)
• Experience in field sales retail partnerships or relationship management
• Strong people skills and the ability to build trust quickly
• A self-starter mindset - comfortable running your territory independently
• Based in London with confidence navigating the citys shops and cycling community

Why This Role Matters

• This role is central to Lakas retail strategy:
• Shops are where riders make the decision to protect their new bike
• Better fulfilment and shop engagement strengthens Lakas claims ecosystem
• Growing activations in London is the path to scaling nationally
• Results here will define when we hire our next field rep

Success Metrics

• Shops onboarded
• Monthly policy activations per shop
• Conversion rate uplift
• POS coverage and usage
• Shop NPS / feedback

Our perks

What can you expect from working at Laka

Remote-first way of working -you choose whether you work from home or our beautiful offices in London & Bristol

Share options -we want you to be rewarded for Lakas success - everyone in the business is granted share options when they join

Company bonus scheme -if the company hits its targets youll get a cash bonus of 5% of your base salary annually

Annual leave -25 days holiday (plus bank holidays) with the option to roll over up to 5 days per year

Pension scheme -Laka pays 3% of your base salary into your pension to help you save for the future

Private medical insurance -well give you individual private cover with the option to add partners & dependants too (at a small cost)

Monthly lunch on us -15 every month to enjoy lunch on Laka - pop out locally with people in the office or order-in at home the choice is yours

Company-wide events -we love getting everyone together as much as possible - expect regular events throughout the year for team building bonding and general good old-fashioned fun!

Monthly socials -as if quarterly company events werent enough we also give each office a budget for a monthly social activity (think anything from low-key dinner & drinks through to adventure golf paddleboarding bowling electric darts trampoline parks and more!)

Laka swag -well give you some lovely Laka kit to get you started including a jumper & t-shirts so you can feel (& look) like part of the family

Laka credit -for all you cyclists well give you 10 credit per month towards insuring your bike(s) with us - plus give you access to a bunch of cycling industry discounts

Mental health support -unlimited support via Spill including one-to-one therapy sessions

Belonging at Laka

Were committed to building and sustaining a business that promotes diversity equity inclusion and belonging - our customer collective is broad and inclusive and wed like our own people to be too. Were fast becoming a global community of people and we believe each persons unique qualities should be celebrated as they are a huge part of what makes Laka a great place to be. Wed love you to bring your authentic self to work every single day no matter your age ethnicity religion citizenship gender identity sexual orientation disability status caring responsibilities neurodiversity or anything else that makes you you.If youd like to request a reasonable adjustment as part of our application or assessment process please let us know by emailing.

Required Experience:

Unclear Seniority