DISTRIBUTOR
The future for Ison So what’s next for Ison? There have been no major changes to the portfolio, aside from the addition of KS and Tubolight in 2022. Tubolight tyre inserts are available across disciplines, and Ison offers the product as a stand-alone brand, or as part of the Halo wheels options. KS dropper seat posts have been impacted by supply chain issues, and Ison has not yet had the full range of posts delivered, but these are expected to arrive, ready for next-day delivery, in early 2023. Other changes include new products from existing third- party brands, including magnetic mountain bottles and phone cases from Fidlock, new locks from Squire, and new wheels from Princeton CarbonWorks. Townsend added: “As well as adding new products from our existing great partner brands, we’ve also continued introducing new products from our own in-house developed brands. For example: we have new track and gravel wheels from Halo, new pedals, grips and saddles from Gusset, new drop handlebars and seat posts from Genetic and more.
“Our main focus has ultimately been to underpin relationships with the great brands and dealers we already partner with rather than looking to ‘collect’ additional brands that may potentially dilute our ability to best serve both our customers and suppliers.” Ison is also investing in its back-office systems to improve its
offering for retailers, recently installing a new phone system, upgrading its broadband, and reworking its computer systems to maximise efficiency. On the marketing side, Ison will be present at COREbike in February, along with the London Cycle Show in April, as well as several smaller events. Late last year, Ison also announced it had reached a sponsorship agreement with iconic indoor skatepark Adrenaline Alley for TSG Helmets, and Ison plans to continue supporting athletes from across disciplines, ranging from the grassroots to Olympic level. Townsend said: “We recognise that dealers have a lot of choice in who they buy from and which companies they choose to support in their shops. We remain grateful to all of the dealers that continue to support Ison Distribution.” ●
BRANDS IN THE ISON DISTRIBUTION PORTFOLIO
■ 4-Jeri ■ All City ■ Benno ■ Buzzy’s ■ BZ Optics ■ Cyclo Tools ■ Demolition BMX ■ Dia Compe ■ Fibrax
■ Fidlock ■ Genetic ■ Gusset Components ■ Gusset Grips ■ Halo ■ Happy Bottom ■ HT Pedals ■ I.D. ■ Identiti
■ Impac Inner Tubes ■ KS ■ Light Blue ■ MRP ■ MuckyNutz ■ Passport ■ PRINCETON CarbonWorks
■ Problem Solvers
■ Redshift ■ Renthal ■ Rohloff ■ Schwalbe ■ Society Forks ■ SP Dynamo ■ SQUIRE Locks ■ Sturmey Archer ■ Sun Race
■ Surly ■ Tubolight ■ Tioga ■ TSG ■ Volume BMX ■ Weldtite ■ Whisky Parts Co ■ YST
www.bikebiz.com
January 2023 | 29
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