Elias and the new Lake team in Malaysia
All over the world, more cyclists are turning to Lake cycling shoes. At our main bases in the USA, the EU, and U.K. we’ve been working closely with our own team and our partners, to bring Lake shoes directly to dealers, so that you – the cyclist – can benefit first-hand from our expertise. And, since November 2023, we’ve also had our own direct sales in Malaysia, with Elias Mohsin heading up our new Malaysia and Far East office.
Elias, comes from a semi-pro racing background, having been part of a local team in Malaysia for both roadbike and mountain bike. It was this love for the sport that took him further into the industry, initially with a retailer and later working for our distribution partner in the country. However, as we head into the future here at Lake, we do so with Elais now at the helm of our new and independent Lake Malaysia office, covering the whole of the country and its islands, and looking ahead to further expansion into other places such as Thailand and elsewhere. Yes, we believe that the best way to communicate and to serve our growing Lake cycling shoe community, is by talking directly with our network of expert shoe fitting partners and by listening directly to cyclists on the ground.
A broad knowledge of cyclist's feet
Elias has been a partner for us here at Lake in Malaysia, in various roles for over 6 years, and has watched the market change. He’s now our first direct B2C director in Asia and has a wealth of knowledge about local cyclists. Where mountain bike was once popular, it’s now focused largely on the road, and local cyclists have specific issues that need addressing. For instance, as Elias tells me himself, most Malaysian cyclists have wide feet, which is why Lake are the perfect brand for wrapping their feet in comfort.
We’ve written before about the general issues globally that cyclists suffer from in cycling shoes. Far too often, shoes are designed for aesthetics or for elite and riders such as the pro peloton, who have a narrower foot. Yes, whilst they might look good, they create significant problems that Elias highlights to me: hotspots, numbness and pain etc.
The perfect shoes for you, the cyclist
We’re already working closely with new Lake shoe fitting experts in 6 dealerships across Kuala Lumper, and plan to have at least 10 by the end of the year, right across the country. The most popular shoe currently, due to the wide feet of the average cyclist here, is the Lake CX242, with the articulated upper that wraps the foot independently in two areas. The CX242 has our Competition Last, with a profile specifically designed for very high-cadence riding & higher pressure, our Competition last features a more curved profile than the Sport last. The main differences from the previous model include increased toe pitch & heel lift, a tighter heel & a slightly wider ball girth to allow the foot to expand under high pedalling pressures. The wide sole is well received here in Malysia.
Other popular models include the CX238, one of our most popular road cycling shoes across the world. It’s shaped for a better, more comfortable fit, again using the Competition last, which supports riders with a wider foot profile. Supporting the shoe is Lake's Race carbon fiber sole, offering impressive stiffness and power transfer while remaining low in weight. To protect the shoe from premature wear, the full-grain leather upper boasts a panel at the heel and a rubber bumper at the toe, plus mesh panels for proper ventilation. Designed for high-pressure riding, the Lake CX238's wider forefoot provides the relief you need to focus on the road ahead.
Alongside other favourites such as the CX403 and the CX332 – now replaced with the CX333, the evolution of the cycling shoe, Elias and the Lake Malaysia team are working hard to wrap the feet of all cyclists in comfort, performance and style. Yes, head towards spring with a smile on your face, and join the cycling shoe revolution with Lake – the best cycling shoes in the world.