NEWS HUB
Oxford to distribute protection company G-Form
O
xford’s portfolio of third-party brands has recently
expanded to include G-Form and its range of protective products for riders from all disciplines. Established in Rhode
Island, USA, in 2010, G-Form is an innovative protection company that designs and manufactures protective products that utilise SmartFlex proprietary technology. Stock will be available from the end of March and consumer
advertising will begin from April 2022. For more information, visit
www.oxfordproducts.com. ■
Reverse Components now back in UK with Fli Distribution
REVERSE Components has partnered with Fli Distribution to bring its products back to the UK. The distributor has a
full range of bike upgrades from bars, stems, pedals and wheelsets to single-speed kits and products like Travel & Sag indicators and angle spacers. There is also a line-up of Nico Vink signature products. Fli helped Reverse launch in the UK back in the early 2000s
when it was also Fli Race Team Management, running a UCI downhill team for Reverse. ■
G
SRAM acquires Velocio Apparel
B icycle
component manufacturer
SRAM has acquired performance cycling apparel company Velocio. The transaction was completed on 3rd March. “Finding a home with SRAM was very much about shared values,” said Brad Sheehan, Velocio CEO. “We started this process committed to maintaining progress for our product and our brand. “Since we launched in 2013, Velocio has differentiated itself by focusing on product innovation and clarity through design. We’re focused on growth without ever sacrificing our product.” There will be no immediate changes to the existing Velocio customer service and support. ■
L
lobal sports e-commerce and technology platform Signa Sports United (SSU) has taken a stake in UK bike subscription service Buzzbike, as part of its platform
expansion strategy. The deal will enable the London-based
start-up to expand into European and US cities. As part of the new partnership, SSU will support Buzzbike’s bicycle development and become its exclusive bike supplier.
www.bikebiz.com
Lyon Cycle announces UK distribution agreement with US wheel brand Industry Nine
yon Cycle, the bike division of Cumbria-based
Lyon Equipment, has announced a new UK distribution agreement with US wheel brand Industry Nine. Industry Nine will be headed up in the UK by Lyon Cycle’s
market manager Jordan Lunn, who will be drawing on many years of experience growing technical wheel brands within the UK market. ■
Signa Sports United takes stake in UK bike subscription service Buzzbike
The investment from Berlin-based SSU will also help Buzzbike accelerate the development of its product range from bikes to e-bikes, leveraging SSU’s own brand experience from its e-bike brand selection. Other investors include Lead Sports, a sports and health tech fund and accelerator based in Berlin and smart city Lake Nona, Florida, the base from where Buzzbike will expand into the US.
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