INTERVIEW Inside Microshift factory
We’re riders ourselves, and we’ve never lost sight of who we’re building products for.
How does your partnership with Ison Distribution benefit UK retailers in terms of availability, spare parts, and support? We’re extremely proud of our partnership with Ison Distribution. Ison understands both our products and our philosophy, making them an excellent partner for the UK market. Their established distribution network allows retailers and workshops to access Microshift products more easily while also improving the availability of replacement parts and after-sales support. We’ve placed increasing emphasis on supporting
workshops because we know that long-term serviceability is important to both mechanics and riders. Having a trusted distribution partner like Ison helps ensure that retailers can confidently stock, recommend, and maintain our products. The UK has a rich cycling culture with strong brand loyalty,
and we see tremendous opportunity to continue growing our presence there. Together with Ison, we’re committed to making Microshift an increasingly familiar and trusted drivetrain brand for UK riders.
www.bikebiz.com
With your new factory and continued growth, what’s next for Microshift? What can the industry expect over the next few years? There’s a great deal to look forward to. Our engineering team is constantly developing new ideas,
and we’re excited about what’s coming next. The success of product families like Advent and Sword has given us both the experience and confidence to continue expanding our drivetrain portfolio while staying true to the values that define Microshift.
Our ambition is to offer riders a more complete ecosystem of
products without losing sight of what has made us successful: reliability, practical innovation, and outstanding value. As we continue to grow, we won’t compromise on quality or functionality. Being more affordable has never meant accepting lower standards. If anything, it pushes us to engineer smarter solutions that deliver real benefits to riders. The new factory, continued investment in research
and development, and our close connection with riders all position us well for the future. The next few years will see Microshift continue expanding its product range while remaining focused on our original mission: building dependable drivetrain components that make cycling more accessible for everyone. ●
August 2026 | 39
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
