Field Sales Representative - Independent Bike Dealers (London)

For this role, we're looking for someone deeply familiar with London's independent bike shop network - a natural relationship builder with real insight into the cycling industry.

Hello, we're Laka. 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. We exist to rewrite the rules of insurance so it's something people stand with, not against.

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.

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:

• 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.
• Company-wide events – we love getting everyone together as much as possible.
• Monthly socials – each office has a budget for a monthly social activity.
• Laka swag – we’ll give you some lovely Laka kit to get you started.
• Laka credit – £10 credit per month towards insuring your bike(s) with us.
• 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. 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.