Halfords has the UK licence for the ‘good, better, best’ cboardman bikes but the ‘elite’ level bikes will be made available to IBDs in the UK and around the world.
Boardman Bikes is not a Halfords-owned brand. Chris Boardman is the tech manager. The general manager is Alan Ingerfield, a former UK Ironman champion. Former Madison MD Terry Bowles is the retail and marketing advisor to the company. The brand’s technical consultant is Dimitris Katsanis, developer of British Cycling’s £10,000 UK Sport Institute bike.
Halfords has long-term exclusivity on the mid- to high-end bikes and accessories. The bikes will be available in half of the company’s UK stores and all of its Bikehut stores.