Bicycle Retailer and Industry News - Announcements

NBDA Releases 2025 Specialty Bicycle Retail Channel Report

DeanYobbi — Tue, 30 Dec 2025 22:23:32 +0000

New data highlights financial pressures, margin concerns, and the critical path forward for Specialty Retailers

Irvine, CA — The National Bicycle Dealers Association (NBDA) today announced the release of the 2025 NBDA Specialty Bicycle Retail Channel Report, a comprehensive analysis of the Specialty Bicycle Retail landscape built on data collected through the NBDA's annual industry survey.

The 2025 report compares key performance metrics from 2025 to 2024, provides forward-looking forecasts for 2026, and delivers in-depth insights into the operational realities facing Specialty Bicycle Retailers. Areas of focus include profitability and margins, store operations, marketing practices, inventory management, staffing, and technology adoption, offering retailers and industry partners a clear, data-backed view of current conditions and emerging risks.

Based on survey responses from Specialty Bicycle Retailers across the United States, the findings reveal a channel under continued pressure, particularly around financial performance and margin sustainability.

"My first impression of the data is one of concern, but also opportunity," said Heather Mason, Executive Director of the NBDA. "The findings provide much-needed understanding around margins, operations, and other key areas of the business. When this information is fully digested and understood by retailers, suppliers, and industry partners alike, it puts all of us in a stronger position to better support and protect the future of the Specialty Bicycle Retailer."

In response, the NBDA is intensifying its commitment to help retailers navigate these challenging conditions. The association has directed increased focus toward delivering actionable data, benchmarking, and insights designed to give retailers their best opportunity to survive, adapt, and move into 2026 with greater clarity and confidence.

"The Specialty Bicycle Retailer is at the core of the entire bicycle industry," Mason added. "The NBDA exists to advocate for retailers and protect the specialty channel. We are the only trade organization taking a vested interest in this work, and we are committed to entering 2026 with the data and insights needed to support retailers and uphold our core values."

The 2025 NBDA Specialty Bicycle Retail Channel Report is available now as a digital PDF. Retailers who submitted survey data receive the report at no cost. The report is available for $49 to NBDA members and $199 to non-members on the NBDA website.

The NBDA invites all Specialty Bicycle Retailers to engage with the association and encourages suppliers and brands to become association members as well, demonstrating their support for the specialty retail channel and investing in the future of the bicycle industry. Join online.

About the NBDA

The National Bicycle Dealers Association is the premier trade association for specialty bicycle retailers, dedicated to supporting independent dealers through advocacy, education, and industry partnerships. The NBDA provides comprehensive resources, including retailer education programs, profitability initiatives, advocacy efforts, and networking opportunities designed to strengthen the specialty bicycle retail sector across North America. The NBDA is a non-profit organization that strives to elevate the bicycle retail industry and empower dealers for long-term success. NBDA membership is open to retailers, individuals, suppliers and providers, mobile units, and other non-profits. The NBDA community is the most active in the industry, providing real-time solutions and support to help businesses succeed and strengthen cycling communities nationwide. For more information about the NBDA and its initiatives, please visit www.nbda.com.

The Drive to Thrive: NBDA P2 and CABDA Midwest Unite to Support Specialty Bicycle Retailers

DeanYobbi — Mon, 29 Dec 2025 18:13:46 +0000

Irvine, CA (December 15, 2025) – The NBDA P2: Profitability Project is a structured peer-learning and business-improvement program run by the National Bicycle Dealers Association (NBDA). The P2 program is designed to help non-competing Specialty Bicycle Retailers improve profitability and overall business performance through sharing data, insights, best practices, and strategies in a collaborative environment.

On February 2-3, 2026, the NBDA and CABDA Midwest will host The Drive to Thrive, a special two-day P2 Workshop open to all Specialty Bicycle Retailers and Suppliers. Attendees will go beyond education, collaborating with industry peers to develop strategies for success and take away actionable insights for their businesses.

"Independent bike shops are in the trenches every day — fighting for margins, managing constant change, and serving their communities. CABDA and the NBDA don't watch from the sidelines; we're in it with them. Together, we've built a place where real-world experience meets real-world education and the P2 Workshop is where retailers regroup, rearm, and return to the shop stronger." - Jim Kersten, Show Director, CABDA Expo

The event, held at SRAM Headquarters in Chicago and the Schaumburg Convention Center, will feature two days of collaborative meetings. Breakout session topics focus on service department optimization, sales and marketing strategies, as well as developing a culture of happiness, excellence, and accountability among retail teams. Attendees will also tour SRAM's Global Headquarters in addition to plenty of time to network with industry leaders, other Specialty Bicycle retailers, and the NBDA P2 team.

"We're stoked to have the NBDA joining us at SRAM HQ for a P2 Workshop," said Dan Jennings, Midwest Regional Field Guide Manager at SRAM. "SRAM and the NBDA are driven through continuous improvement and team collaboration, so bringing everyone together is going to spark some awesome conversations and ideas."

The Drive to Thrive is also an excellent opportunity for suppliers and vendors of the Specialty Bicycle Retail channel to connect and collaborate with retailers, driving improvements and strengthening this important relationship.

"The P2 workshops provide a valuable forum to connect with great retailers, learn from them about their real-world business challenges and opportunities, and how to be the best supplier partner we can. Best 2-day investment in any specialty-bike focused business today," states Rob Kaplan, Head of Sales & Marketing at Bulls Bikes USA

Registration is open to all Specialty Bicycle Retailers and Industry Suppliers seeking to drive retail success through collaboration and operational performance. Now is the time of year to work on your business instead of in it.

Click below to learn more and register

https://nbda.com/events/#!event/2026/2/3/nbda-p2-workshop-at-cabda-midwest

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The National Bicycle Dealers Association (NBDA) is the bicycle industry retailer association formed in 1946, representing and empowering specialty bicycle dealers in North America through education, communications, research, advocacy, member discount programs, and promotional opportunities. Some of its programs include Profitability Project (P2), a mastermind group for bicycle shop owners and the Bicycle Retailer Excellence Awards credentialing program.

NBDA member benefits include credit card processing and POS discounts, programs, access to an online dealers' forum, educational webinars, and virtual member peer to peer learning events. The NBDA additionally offers member savings with association members on software, communication and website service providers. Annual dues are $250 for retailers; $195 for mobile bike shops; $129 for Individuals; $999 for companies associated with the bicycle industry with over $500,000 per year in sales; and $699 for smaller companies and industry sales representatives.

NBDA Launches “Pre2” Peer Group, A Virtual Program for Growth & Readiness

DeanYobbi — Mon, 29 Dec 2025 18:05:45 +0000

Irvine, CA (December 18, 2025) – For over a decade, the National Bicycle Dealers Association (NBDA) P2 Program has transformed the financial performance of non-competing Specialty Bicycle Retailers in a peer-to-peer driven environment. The NBDA P2 Program helps demystify retailers’ financial statements while supporting the development of operational effectiveness, efficiency, and accountability in their businesses.

“Thank you for making such a difference — not just in business, but in the way you show up for people. You make me better, you make my business stronger, and you’re helping push the whole bicycle industry forward in the best way.” – Brad White, Velo City Cycles

Beginning January 2026, the NBDA is proud to announce the launch of NBDA Pre2, a new virtual-only peer group designed for participants to develop the same foundational business structure and peer support that the nationally recognized P2 Program is built on. Positioned as a more accessible entry point to P2, NBDA Pre2 brings together up to 20 non-competing bicycle retailers each month for focused, results-driven virtual meetings. Guided by an experienced NBDA moderator, participants will engage in actionable discussions, address current challenges, and build the financial and operational skills required to be successful in today’s retail environment.

“P2 is more than digging deep into your business. It’s about the value of having a group of non-competing retailers to collaborate with to address shared challenges. The NBDA Pre2 Group gives participants the understanding, the tools, and the support needed to help retailers take their business to where they want it to be.” – Bill Miller, NBDA P2 Program Coordinator

Participants will receive access to moderated discussions, peer support, monthly accountability, business-planning guidance, KPI tracking, and invitations to special NBDA Super Group events featuring advanced training from industry experts. Pre2 members will also complete a series of essential financial training tasks to build strong, practical literacy in specialty bicycle retail operations.

NBDA Pre2 launches January 1, 2026 and is open to Specialty Bicycle Retailers seeking to strengthen financial literacy and operational performance. Interested retailers can learn more or apply at www.NBDA.com or by contacting Bill@NBDA.com.

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NBDA member benefits include member business resources, educational events, access to an online dealers' forum, educational webinars, and virtual member peer to peer learning events. The NBDA additionally offers member savings with association members on software, communication and website service providers. Annual dues are $250 for retailers; $195 for mobile bike shops; $129 for Individuals; $999 for companies associated with the bicycle industry with over $500,000 per year in sales; and $699 for smaller companies and industry sales representatives

Hiplok Strengthens US Distribution With Coast 2 Coast

DeanYobbi — Tue, 23 Dec 2025 14:36:52 +0000

Leamington Spa, UK. 23 December 2025. Hiplok, the UK's premier bicycle and motorcycle security brand, has appointed Coast 2 Coast as a new distributor for its bicycle lock and storage line-up in the United States.

The appointment strengthens Hiplok's US network alongside existing distribution partners Bicycle Technologies International (BTI) and Hoss Active Sports Group (HASG).

Based in California, Coast 2 Coast works with independent bike retailers across the US and represents a portfolio of premium cycling brands. The partnership will improve access to Hiplok's bicycle lock and storage products for dealers, with a focus on local support and service.

Francesca Smith, Commercial Director at Hiplok, said: "Adding Coast 2 Coast to our US distributor network gives us broader coverage and stronger support for independent bike shops. It's an important step as we continue to invest in the US market while maintaining our relationships with BTI and HASG."

Etai Levy-Richards, Founder at Coast 2 Coast Distribution, said: "Hiplok is a well-respected brand with an innovative approach to security. Their premium locks are a good fit for our dealers, and we're looking forward to supporting shops across the US with improved access to the brand."

Hiplok designs a complete range of bicycle security products and accessories, including chain locks, folding locks and lightweight locks for everyday use. The brand is widely recognised for its anti-angle grinder locks and anchors, setting new benchmarks for real-world theft resistance.

Independently tested to ensure they achieve the highest security standards, Hiplok products are sold in more than 50 countries worldwide.

The appointment of Coast 2 Coast forms part of Hiplok's wider global expansion, focused on improving regional distribution and support for retailers.

About Hiplok: Established in 2009 by co-founders John Abrahams and Ben Smith, Hiplok set out to redefine practical bicycle security. In 2021, the company launched the D1000, the world's first anti-angle-grinder U lock. Today, Hiplok is recognised as a leader in design and innovation, offering an extensive range of accessories and security solutions for motorcycles, e-bikes, and bicycles worldwide.

About Coast 2 Coast Distribution: Coast 2 Coast Distribution is a US-based distributor of premium cycling and sport brands serving independent bicycle retailers nationwide. The company focuses on industry-leading brands, dealer support and reliable fulfilment.

BTI Announces Key Leadership Additions and Territory Expansions

DeanYobbi — Mon, 22 Dec 2025 15:51:46 +0000

(Santa Fe, NM – Dec 17, 2025) — Leading technical products supplier BTI is excited to announce several important leadership additions and territory expansions, featuring both new faces and familiar industry names.

Industry veteran Tony Ballantine has joined BTI as National Sales Manager. A New Mexico native, Tony began his bicycle-industry career wrenching in shops during college before launching into a professional path as a Territory Manager for Raleigh Bicycles. There, he developed a deep understanding of retailer needs and daily sales-floor realities. For the past 17 years, Tony has served as Magura's Director of Sales and Marketing for the Americas. "BTI is a perfect example of what the bicycle industry is to me: like-minded people who aren't afraid to get their hands dirty and who live and breathe bicycles," Tony said. "I'm thrilled to be working with a company I've admired since the beginning."

Jesse Moran returns to his role as BTI's Territory Representative for Utah and Idaho. After several years serving as BTI's Sales Manager, Jesse brings his extensive BTI operational insight to his retail partners. His strong relationships with BTI suppliers also make him a key resource for product and brand knowledge. "I couldn't be more proud of the work the BTI team accomplished over the past several years," Jesse said. "BTI has the best technical distribution catalog in the business, and I'm excited to share that resource with dealers in the Mountain West."

Seasoned territory manager Tyler Anderson continues to represent BTI in Colorado through his agency, Pinetop Sales—which now includes Jesse Moran as well. Tyler is widely respected by dealers and has proven himself a trusted advisor to his accounts. "I've always felt a connection with the company," Tyler noted. "BTI embodies the true bicycle-industry spirit where the bike shop, the product, and the rider all matter." Tyler also mentioned the conveniece of one-day shipping to the majority of his accounts.

Tony Wagster joins BTI to open a new territory covering North Carolina and South Carolina. For many accounts in the region, he represents their first in-person contact from BTI. With 30 years of experience representing parts suppliers, Wagster brings exceptional relationships and regional expertise.

"The company's core value, 'Take Care of Each Other,' resonates deeply with me," he said. "We serve our co-workers, customers, vendors, and community like our future depends on it. It's like the customer-is-always-right motto—on steroids."

On the inside team, well-known phone presence Jake Inman has been promoted to Inside Sales Manager. Over his 10-year tenure—and as a co-owner—Jake has strengthened BTI's customer relationships and championed exceptional dealer experience. He is now seeking a personable, outgoing Inside Sales Representative to join the team. Interested candidates can learn more at bti-usa.com/public/careers.

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About BTI Bicycle Technologies International, based in Santa Fe, NM and Reno-Sparks, NV has been a distributor of technical cycling products and accessories since 1993. Offering over 25,000+ items and 400 brands to choose from, BTI supplies bike dealers with a wide variety of components, tools and staple items necessary to successfully run a profitable independent bicycle shop. In 2021 BTI restructured as an Employee Ownership Trust giving its staff a financial stake in the success of the company. See www.bti-usa.com

PeopleForBikes to Launch New Premium Data Platform for the U.S. Bicycle Industry

Steve Frothingham — Wed, 17 Dec 2025 18:12:45 +0000

PeopleForBikes, the trade association for the U.S. bicycle industry, is developing a new premium data platform to deliver faster, more transparent market intelligence and help retailers, brands, and suppliers make smarter business decisions. Unanimously approved by the PeopleForBikes Coalition Board of Directors in 2024, the platform represents more than a year of planning and development to provide the most complete view of the U.S. bicycle market.

Powered by the newly developed Bicycle Industry Data Exchange (BIDE), the platform integrates data across the full bicycle ecosystem and will offer comprehensive insights into retail sell-through, supplier sell-in, used bike sales, and direct-to-consumer performance, all anonymized and aggregated to protect contributors and enhance visibility across the entire bike market.

"This new data product is critical to the success of our industry," said Erik Saltvold, owner and founder of Erik's Bike Shop. "When we all have access to uniform data, we can drive stronger results with better decision-making. Making the biggest impact with this product is only possible through true partnership among all stakeholders. Without collaboration, the data will not deliver its full potential."

BIDE: The Engine Behind the Insights
The Bicycle Industry Data Exchange is the secure, back-end infrastructure powering the new platform. Developed in collaboration with retailers and suppliers, BIDE collects, harmonizes, and anonymizes point-of-sale, order, and commerce data to produce high-quality insights without compromising proprietary business information.

Participating retailers and brands have received weekly previews of the data, allowing them to provide feedback and shape the development of the platform. This collaborative approach ensures the final product reflects the real-world business needs of the industry.

With BIDE, participating brands and retailers can track category and channel performance and benchmark against industry peers. They also gain access to dashboards, syndicated reports, and tools to build forecasts and plans with greater confidence.

Mission-Aligned, Not Vendor-Owned
Unlike commercial data providers, PeopleForBikes' platform is owned and operated by the bike industry and revenues stay in-house to improve the program and fuel PeopleForBikes' mission driven work. Retailer access is not tied to any membership requirement — participating retailers contributing data receive the full platform at no cost.

"This project is by the bike industry, for the bike industry. That is what sets it apart," said Ian Christie, CEO and owner of Summit Bicycles. "When you sign on to the BIDE, you're not just getting insights, you're helping strengthen the entire bike economy. This will be of great value to our store managers to compare themselves to each other and the broader market."

Retailer Participation Needed
PeopleForBikes invites U.S. independent bicycle retailers to contribute point-of-sale and inventory data to strengthen the accuracy and value of its new industry data platform. All data is securely transmitted, aggregated, and anonymized to ensure that no individual business can be identified in reporting.

Retailers interested in participating in the Bicycle Industry Data Exchange can contact PeopleForBikes Senior Research Manager Liam Donoghue (liam@peopleforbikes.org) or Retail Engagement Manager Connor Sokol (connor@peopleforbikes.org).

"We're building something the industry has needed for years — real intelligence that's accessible, secure, and built to operate at the speed of today's business," said PeopleForBikes President and CEO Jenn Dice. "With every new retail partner that joins the data exchange, we build on an already strong foundation, enhancing the depth and accuracy of insights that reflect our industry's overall health."

To learn more, visit dataexchange.peopleforbikes.org

About PeopleForBikes
PeopleForBikes is a national bicycle advocacy nonprofit and the U.S. bicycle industry's trade association representing more than 340 bicycle industry supplier members and nearly 1.4 million individual supporters. Through our three areas of influence — infrastructure, policy, and participation — we accelerate the construction of safe, fun, and connected places to bike, advance pro-bike and pro-bike-business legislation; and reduce barriers to welcome more people to the joys of riding a bike. Our goal: help the United States become the best place in the world to ride a bike. Join us at peopleforbikes.org and donate to support our work.

Pedego Electric Bikes Partners with Micromobility Connect

Steve Frothingham — Wed, 17 Dec 2025 16:53:24 +0000

To Launch Advanced E-Bike Technical Training Program for Pedego Stores Nationwide

FOUNTAIN VALLEY, CA, December 17, 2025 - Pedego Electric Bikes, one of North America’s leading e-bike brands, announced a strategic partnership with Micromobility Connect, a premier provider of e-bike service and diagnostics training. This new collaboration is designed to deliver a world-class technical support education program specifically for Pedego’s dealer network, empowering service departments to enhance efficiency and provide best-in-class customer care.

The partnership officially kicks off at an upcoming Pedego Dealer Huddle, where Pedego dealers will receive a program overview led by Michael Pasquali, founder of Micromobility Connect and a recognized leader in the e-bike diagnostic field.

Pasquali will guide dealers through techniques to:

- Diagnose e-bike electrical issues in 15 minutes or less.
- Identify repair needs accurately on the first assessment.
- Accurately diagnose Pedego and other hub-motor e-bikes using a proven diagnostic process.
- Turn service departments into profit centers through smarter workflow and reduced downtime.

“As the e-bike market matures, high-level technical expertise becomes a critical advantage,” said Larry Pizzi, CEO of New Pedego Holdings Inc. “Our partnership with Micromobility Connect ensures Pedego dealers remain leaders in service quality and operational performance, while also expanding their technical capabilities to meet broader market needs.”

Pedego Corporate is also subsidizing participation costs with an account credit to ensure that dealers of all sizes can benefit from this initiative.

“We’re proud to partner with Pedego to support its dealer network through our world-class e-bike technician training program,” said Michael Pasquali, Founder of Micromobility Connect. “Pedego has consistently demonstrated a forward-thinking approach to e-bike retail under Larry Pizzi’s leadership. Pedego clearly recognizes that the future of e-bikes is driven by professional service and diagnostic capability.With the majority of e-bikes in North America utilizing hub-motor systems, this partnership equips Pedego dealers to open their service centers to diagnose all makes and models of hub-motor e-bikes, positioning Pedego retailers to service more e-bikes, increase service access, and help riders in their communities to find support and service for their electric bikes.”

Additional program details, including registration and the full training agenda, will be shared during the Huddle. Dealers are encouraged to join and take advantage of this opportunity to enhance their technical proficiency and strengthen their business for the growing e-bike marketplace.

About Pedego Electric Bikes

Founded in 2008 and headquartered in Fountain Valley, California, Pedego Electric Bikes is North America’s leading electric bike company. With a network of locally owned stores across the U.S. and internationally, Pedego offers an extensive range of e-bikes designed for fun, comfort, and reliability. More information at www.pedegoelectricbikes.com

About Micromobility Connect

Micromobility Connect is a leading provider of hub motor e-bike technical training, diagnostics, and professional development for the global e-bike industry. Founded by Michael Pasquali, the company’s mission is to help technicians and retailers master the science and trade of e-bike service through hands-on education, using diagnostic techniques, safety and operational efficiencies.

Learn more at www.micromobilityconnect.com

Classified Introduces Its B2B Portal in Selected Markets

Steve Frothingham — Wed, 17 Dec 2025 16:50:57 +0000

Classified is launching its new B2B Portal in selected markets, including the USA, the UK, and France, marking a new step in how we support our professional network.

Designed to make it simple and efficient to work with Classified, the B2B Portal brings ordering, product information, and service tools into one centralized platform. It is built to directly support retailers and partners in markets where we operate without a local distributor, ensuring consistent access, service, and reliability.

Through the platform, partners can streamline orders for Classified components and spare parts, access up-to-date product specifications and pricing, use guided tools for correct product selection, and connect directly with our support team. Marketing assets and technical documentation are also available in a single, central location.

The Classified B2B Portal reflects our ongoing commitment to simplifying collaboration and making Powershift technology easier to access, support, and deliver, while staying fully aligned with the partners who help bring our products to riders worldwide.

Classified continues to collaborate closely with its trusted distribution partners, whose expertise and long-standing relationships remain integral to our ecosystem. At the same time, dealers operating in markets without an appointed distributor are welcome to contact Classified directly to request access to the B2B platform.

e*thirteen Moves to Dealer Direct Distribution in USA

Steve Frothingham — Wed, 17 Dec 2025 16:39:57 +0000

To Offer Enhanced Dealer Margins, and Avoid Tariff & Inflation-Driven Price Increases

PETALUMA, CALIFORNIA – December 16, 2025 – e*thirteen, a leading innovator in high-performance bicycle components, announces a strategic shift in its sales model for the US market, effective January 1, 2026. The company will cease sales through third-party distributors in the USA and transition to a dealer-direct sales approach from its Petaluma, California, location. Before the change, e*thirteen was distributed by Quality Bicycle Products (QBP) and Bicycle Technologies International (BTI), as well as through dealer-direct sales. e*thirteen will continue to make consumer-direct sales through its website www.ethirteen.com.

“We would like to sincerely thank our distribution partners QBP and BTI for many years of professional service and support. It has been a pleasure to work with these outstanding businesses and friends. We feel this step is necessary to limit tariff & inflation-driven price increases and allows us to offer improved dealer margins as well as limit MSRP increases.”
- Chris Costello, American Sales/Service Manager

This change underscores e*thirteen's commitment to its dealer network and end-users. By removing the layer of margin distributors require, e*thirteen aims to provide its valued dealers with higher margins and more direct access to products and support.

This strategic decision is driven by recent market dynamics, notably the new duties applied to goods imported into the USA. While many companies operating through traditional 3rd-party distribution channels have increased retail prices and squeezed dealer margins, e*thirteen firmly believes that raising prices in these current economic conditions, with the industry still navigating a post-pandemic inventory glut, would be detrimental to consumers and our brand.

"As a US-based, rider-owned and operated business, supporting our customers has always been at the core of e*thirteen's mission. While e*thirteen has offered dealer-direct sales and service through our Petaluma, California, warehouse for 15+ years, this evolution to an exclusively direct-to-dealer model in the USA allows us to offer more competitive pricing and margins directly to shops that share our passion for cycling. We believe this move will foster stronger relationships with our dealer partners and ultimately benefit all e*thirteen riders."

US Dealers will earn:

Increased Margins Across the board - ranging from 40% on high ticket items to 50% on certain consumables and high volume items.
Margin and Profit Protection -

Dealer margins are maintained when purchasing discounted/sale items from our B2B site.
Dealers earn rebates on the margin difference for products purchased at standard dealer pricing that are sold during a sales window at the sales price.

Free Ground Shipping on orders over $200
Shipping within 24h (weekends and holidays excluded)
Access to Shopify Collective - Seamlessly integrate our inventory with your Shopify website to limit financial commitments; we hold the stock and drop-ship directly to your customer.

US dealers will have two convenient options to purchase e*thirteen products:

Online B2B Portal: Dealers can sign up for a dedicated B2B account on the e*thirteen website, enabling convenient 24/7 online purchasing with 40 to 45% margins built directly into the pricing structure. A 45% margin boost has been strategically applied to high-volume products like all e*spec drivetrain components and all tires and tubeless consumables. B2B Login and Account Application
Custom Programs via Sales Team: For dealers seeking tailored solutions, e*thirteen's US sales team will be readily available to discuss individual program requirements and offer custom pricing, including the opportunity for 50% keystone margins on qualified accounts.

This transition is a testament to e*thirteen's dedication to optimizing service and ensuring its innovative components remain accessible and competitively priced for cyclists nationwide. e*thirteen looks forward to this new chapter and strengthening its partnerships directly with dealers.

About e*thirteen: e*thirteen is a rider-owned and operated company dedicated to designing and manufacturing high-performance bicycle components. From durable drivetrain solutions to uniquely innovative performance wheelsets, e*thirteen products are engineered to enhance the riding experience for mountain bikers worldwide.

Traffic Distribution expands exclusive BMX distribution

Steve Frothingham — Tue, 16 Dec 2025 19:39:18 +0000

Traffic Distribution strengthens BMX portfolio and distribution rights across Europe

Cologne, Germany, December 2025 – Traffic Distribution GmbH is proud to announce the expansion of its BMX portfolio and exclusive distribution rights. In addition to the established brands Kink, Mission, and CULT, the company now adds Cinema to its distribution portfolio.

With this expansion, Traffic Distribution takes over the exclusive distribution rights for CULT in France and the Benelux countries. For the brands Kink, Mission, and Cinema, exclusive distribution will cover Europe (excluding Spain).

"We are excited to further grow our brand portfolio and strengthen the presence of these leading BMX brands in Europe. With the new regions and Cinema joining the lineup, we can offer our retail partners and BMX riders an even broader selection of premium products," says the Traffic Distribution team.

This expansion highlights Traffic Distribution's role as a leading distributor of premium BMX brands in Europe and opens new opportunities for dealers and customers alike.

For further information or to place an order, please contact our sales team directly.