NEWS HUB
with Sweet Protection
Z
yroFisher has announced the signing of a sole distribution partnership with Sweet Protection,
the protection brand from Trysil. The new partnership will see
ZyroFisher supply retailers with Sweet Protection in the UK and Ireland. The Sweet Protection team believes in giving everyone the confidence to test their boundaries, driven by knowing they have the best protection at their back (or on their head), and ultimately, that feeling of aliveness is what makes
life taste sweet. All this drives the Sweet Protection motto of “Live to play another day”.
Atle Enberget, Director Sales &
Marketing at Sweet Protection, said: “It brings me immense pride to embark on this partnership with ZyroFisher, a company that, like us, values innovation, quality, and long-lasting relationships. With ZyroFisher, I am confident that our brand’s legacy will reach even more people in the UK and Ireland.” ZyroFisher will supply Sweet from
August 1st, 2025, servicing both in-season and looking ahead for pre- books for Bike 2026. For the Snow business, ZyroFisher will be taking full responsibility from December 1st, 2025. ZyroFisher will be exhibiting the brand in the UK at the Rouleur Live show in November and COREbike in February.
Mahle announces new smart training for dealers
Kenda Tyres partners with Brandon Cyclesports
LAST year, Kenda Bicycles announced a new warehousing and distribution facility that supports the UK cycle trade directly and through Velobrands. Kenda says this continues their commitment to support and grow in the UK cycle market. Retailers can now source Kenda Bicycle tyres and tubes from Brandon Cyclesports. Pim Ramselaar Kenda GB Bicycle Sales Manager said: “We are excited to announce this partnership as it represents our commitment to longevity and growth in the market.”
Please contact Pim Ramselaar or Brandon Cyclesports directly for more info:
Pim.ramselaar@kendaeurope.com 07983519760 or
sales@gobrandon.com 01450 373 333.
MAHLE SmartBike Systems has announced the 2025 edition of its Smart Trainings program, set to kick off in October with 70 in-person sessions scheduled across Europe. The program will provide dealers with advanced, hands-on knowledge of the M40 System, in addition to training on the X20, X30, XS, and X35 Systems. The initiative aims to strengthen the technical expertise of MAHLE partners and help them achieve Certified Partner PRO status.
Dealers can register their interest now. The programme will take place across Italy, Austria, Spain, France, Germany, Switzerland, Portugal, Belgium, the Netherlands, and the United Kingdom.
Ignition Agencies appointed UK Distributor of GS27
IGNITION Agencies has announced its appointment as the official UK distributor for the full two-wheel range of cleaning and maintenance products from GS27—a French brand known for its premium, tailor-made vehicle care solutions.
“Ignition Agencies is excited to
introduce this outstanding line of cleaning and maintenance products to UK cycle dealers, offering a new standard in two-wheel care.”
UK dealer opportunities are now available. Interested dealers are encouraged to contact Ignition Agencies directly or visit
ignitionagencies.co.uk for more information and to view the complete cycle range.
www.bikebiz.com
August 2025 | 7
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