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Help us continue to change an outdated industry...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