DISTRIBUTOR
“While today we are best known by the innovations that we
make, our journey to becoming the greatest house of brands in the outdoor industry is focused on the wildly human experiences that we make possible.” Fast forward to now and changes are now afoot for Revelyst brands on these shores.
Both Giro and Bell are joining Fox Racing as part of Revelyst’s expansion of a dealer-direct and direct-to-consumer model. “Switching to a customer centric model is a transformative step in our mission to bring the world-class design and innovation of Giro and Bell closer to our UK audience,” said Jeff McGuane, Revelyst’s Adventure Sports President. “We are grateful for our collaboration with our partners over the years, and this evolution reflects our vision to deliver a more tailored and engaging experience for our customers.” BikeBiz staff writer Simon Cox took the opportunity to grab five minutes with senior UK country manager Robert Robinson to talk about how this will impact retailers, the changing state of retails, and what plans are in the works for both brands.
Revelyst may be a new name for many people reading this, can you tell us a little bit about the company and the new setup?
Revelyst is the US-based parent company for more than 30 respected brands that design, manufacture and market performance gear for the outdoor world. In recent times here in the UK that has meant Fox Racing, but
from Jan 1, 2025, that will also include Giro Sport Design and Bell Helmets. Two amazing world-class brands that have global respect and are industry leaders. They are great additions to our portfolio, and with them both being under our umbrella as brands in themselves, rather than through a distributor, it will mean greater focus and integration for both of them.
The retail landscape and consumer habits are constantly changing. How does this affect the way that you work? Yes, consumer buying habits have changed considerably over the last few years. With Fox, we have a huge focus on a Direct-to-Dealer model where the stores get a true brand experience and direct support. Physical ‘brick and mortar’ stores are the key to our success, and we will continue this with Giro and Bell, whilst using the same multi-channel approach that we already do with Fox.
Do you have a new team of people coming in to work on the Giro and Bell brands? At Fox our background is in mountain bike and motocross, so we have made sure that our new hires bring with them a deep
Left: Sean Deere, Senior UK Key Account Manager, Fox Racing, Bell Helmets, Giro Sport Design. Right: Robert Robinson, Senior UK Country Manager, Fox Racing, Bell Helmets, Giro Sport Design.
‘PHYSICAL BRICK AND MORTAR STORES ARE THE KEY TO OUR SUCCESS, AND WE WILL CONTINUE THIS WITH GIRO AND BELL’
www.bikebiz.com January 2025 | 23
Amaury Pierron, Les Gets
PHOTO BY: KÉNO DERLEYN, COMMENCAL/MUC-OFF
knowledge and understanding of road and gravel cycling, especially for Giro. Christine Reeday will cover the North and Matt Wallis is covering the South for the new channels. Our Fox MTB team Sean Deere, Chris Sage and Tommy Milner will head up MTB for all brands. It’s a dedicated team that love cycling.
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