It will allow SiS to "support stores to a greater extent in an increasingly challenging retail environment"

Science in Sport (SiS) has announced that having previously been available to the bike trade through multiple distributors, it will now exclusively be available through Madison.

New SiS managing director Ashley Read said: “Traditional retailers are the life blood of the cycle market and we appreciate their importance to their local communities and the sport as a whole.

“By focussing our resources to have one distributor to service bike stores and one to service run/outdoor stores will allow us to support stores to a greater extent in an increasingly challenging retail environment.

“We have specific pack formats and promotions that have been created exclusively for the bricks and mortar market that allow progressive dealers to be competitive.”

It was also recently announced that SiS would be the new nutrition sponsor for Madison-owned professional road cycling team, Madison Genesis for 2019.

CEO at Madison Dominic Langan said: “We are delighted that SiS value the key role played by the specialist bicycle retailer in building the brand in the past and their importance for future success.

“The streamlining of the distribution network and our planned strategic placement of the brand within the specialist bicycle retailer channel is a very positive and progressive development, allowing Madison to invest much more into this market leading brand.

“Both Madison and SiS recognise there is a big job to be done, but through various planned and well-coordinated initiatives we are confident we will win over hearts and minds.”

SiS will be exhibiting at iceBike* 2019 from 19th to 21st February at Arena:MK in Milton Keynes.

The exclusive agreement will come into force from 1st January.

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