DISTRIBUTOR


DISTRIBUTOR FOCUS: UPGRADE BIKES


West Sussex-based distributor Upgrade is famed for stocking stylish and popular brands. BikeBiz caught up with co-founder Damian Mason and head of marketing Mark Noble


The opportunities for the industry are, as ever, the bicycle will always be the most efficient way


of getting from A to B,” said Damian Mason, founder and director of distributor Upgrade Bikes. “It also happens to be good for your health and it’s fun.


You can ride it anywhere and everywhere, you can race it, get to work or school or just do wheelies. It’s also something everyone can understand and maintain and even fix themselves if they want. Not much else in the modern world is like that anymore, so I think we’re all going to be okay.” Upgrade, founded in 1996 by Damian Mason and Matt


Ryley, started life as DMR, the MTB brand that continues to thrive to this day, but has since expanded into a major UK distributor with a bustling portfolio of brands, from across disciplines. From own brands DMR and Kinesis, to Challenge and


26 | July 2023 www.bikebiz.com


Upgrade Bikes head of marketing, Mark Noble


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