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

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...?

In a nutshell, we've been very busy! Here are a few of the massive achievements we've 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! 🥳)

🚀 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Help us continue to change an outdated industry...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

👉🏻 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

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 Laka's success - everyone in the business 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, you. If you’d like to request a reasonable adjustment as part of our application or assessment process, please let us know by emailing [email protected].