Field Sales Representative - Independent Bike Dealers (London)Laka • London, England, United Kingdom
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Field Sales Representative - Independent Bike Dealers (London)
Laka
- London, England, United Kingdom
- London, England, United Kingdom
About
Hello, we're Laka. You might not have heard of us yet - that's OK, you've 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 it's 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...?
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! )
We've also achieved a 5* rating on Google Reviews and Glassdoor - go check us out!
Help us continue to change an outdated industry… We're growing real fast on our path to make the Laka collective model the industry standard and we're expanding across segments, products, and territories. We're looking for innovative, bold and brave minds to help us build the world's best insurance company.
The role
We're looking for a motivated, cycling‑savvy Field Sales Representative to grow Laka's 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
You’ll 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 you’ll 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 Laka's values: fairness, transparency, and community
Requirements 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 city’s shops and cycling community
Why This Role Matters
This role is central to Laka’s retail strategy
Shops are where riders make the decision to protect their new bike
Better fulfilment and shop engagement strengthens Laka’s 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
Benefits
Remote‑first work
– you choose whether you work from home or our beautiful offices in London & Bristol
Share options
– we want you to be rewarded for Laka’s success – everyone is granted share options when they join
Company bonus scheme
– if the company hits its targets, you’ll 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
– we’ll 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 weren’t 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
– we’ll 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, we’ll 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 We're committed to building and sustaining a business that promotes diversity, equity, inclusion and belonging - our customer collective is broad and inclusive, and we'd like our own people to be too. We're fast becoming a global community of people and we believe each person's unique qualities should be celebrated as they are a huge part of what makes Laka a great place to be. We'd 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. If you'd like to request a reasonable adjustment as part of our application or assessment process, please let us know by emailing support@laka.co.uk.
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Languages
- English
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