INTERVIEW
Fidlock on Winning P&A Brand of the Year in 2025
We chat with Kenny Wilson from Fidlock about winning P&A Brand of the Year at the BikeBiz Awards in 2025 and get some further insights into the brand.
Fidlock was awarded P&A Brand of the Year in the 2025 BikeBiz Awards. For those who might be less familiar with the full story, how did the brand originally start, and what does this award mean for the business? FIDLOCK started in 2007 in Hanover, Germany, when founder Joachim Fiedler invented an intuitive magnetic-mechanical fastening system. A former professional cellist, led by his own need for a one-handed working solution for his cello bow, Mr Fiedler designed a magnetic bow holder, which turned out to be a great and innovative solution for cello players. Over the last 19 years, there have been many innovations and patents from Fidlock, and this year we have just celebrated the 10th anniversary of Twist Products. This is the first product we offered not as an OEM but as an aftermarket product, and it has become the range we are most recognised for in the bike industry. The origins of Twist began in 2014,
www.bikebiz.com
when Friedemann Richter began working on a new mechanical mounting system for bike bottles. In 2016, we unveiled the first Twist system at Eurobike. Now it has grown into an entire ecosystem of smart solutions for cyclists. And in 2019, we expanded the product range to include a bigger bottle. When developing a new product, it’s important to us that it fits into our ecosystem. Winning the BikeBiz award was the cherry on top of the
cake, with validation of all the hard work we have all been putting in behind the scenes, visiting retailers, attending events, and becoming more recognised. It’s a great conversation piece when you go into a store and notice they are also award winners!
In the UK, you work exclusively through Ison Distribution. How does your partnership support IBDs? For example,
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