INTERVIEW


At the BikeBiz Awards


BikeBiz Awards Bike Distributor of the Year 2025: Silverfish UK


The cycling industry has certainly had its ups and downs over the last few years. And it’s sadly still not a strange thing to see reports of brands or companies within our industry going under. The role of the distributor in the UK has changed drastically, but the importance of having a base and a team that knows the market inside and out is arguably more important than ever.


And after being named Bike Distributor of the Year for the third time, Silverfish UK is proving that consistency, service and strong brand partnerships still matter in a challenging cycling market. BikeBiz caught up with Matthew Osborne, CEO of Silverfish UK, to discuss what the award means to the team, how the business is adapting to continued industry pressure, and where it sees opportunities emerging over the next 12 months.


Silverfish has won Bike Distributor of the Year three times now. What do you think makes you such a successful business? I think it comes down to people, brands and consistency. We are lucky to work with some brilliant brands, but the real difference is the team behind them. Our team genuinely care about the products, the dealers we work with and the riders who end up using the kit. We try to be easy to deal with, knowledgeable, honest and


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responsive. I think that counts for a lot, especially when the market is tough.


What does winning an award like this mean to Silverfish?


It means a lot. Awards are not why we do what we do, but to be recognised by the trade, especially three times, is a real boost for the whole team. Distribution can be hard work, and a lot of it happens behind the scenes, so it is nice for


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