Cyclorise brings South African chain lube to UK

Kieran Howells
Cyclorise brings South African chain lube to UK

South Africa’s fastest growing chain lube brand will be released to the UK market through Cyclorise.

In South Africa, SMOOVE commands a 60 per cent share of the lube market and 50 per cent of the top teams in the 2016 Cape Epic were using the product.

Ruan Deyzel created SMOOVE specifically for this purpose, spending three years with 30 top riders creating a lubricant that can withstand harsh conditions and high mileage between applications. According to Deyzel, a single application of SMOOVE will last the entire stage-event without the need for mid-ride applications.

Thomas Dibley of Cyclorise said: “We were hunting high and low for a consumable brand that would help us take the business to the next level. We demand only the best performing products in any specific category and SMOOVE hits the nail on the head.

“The performance has bowled us and the ambassadors we have had testing it away and we love the company behind it. Ruan bleeds enthusiasm and passion for his product and cycling, we couldn’t be happier with this new partnership”.

While already established and dominant in South Africa, SMOOVE has just launched distribution in Australia, the USA and now in the UK.

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Owner of SMOOVE Ruan Deyzel said: “We are extremely pleased to announce that Cyclorise is the exclusive distributor for SMOOVE in the UK. We believe that SMOOVE will be a big hit in the UK market because of the products all weather and extreme durability capabilities. Cyclorise shares the same energy and passion that we have for cycling and have full confidence that they will make SMOOVE a huge success!”

Cyclorise is in the process of rolling out a sales team to help deliver SMOOVE and other Cyclorise brands to market. SMOOVE is available as a single 125ml unit and in boxes of x24.

Tags: distribution , new products , cycling industry news

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