Madison will now distribute Flat Tire Defender throughout the UK.
The brand has 35 years of tyre engineering experience and makes industry-leading foam inserts for mountain bike tyres, that help to both minimise flats and protect rims.
They are also designed to dampen vibrations, improve resistance and are highly durable.
Flat Tire Defender president and designer Frank Stacy said: “Madison has a history of innovation and awesome customer service so joining them fits right into our business goals.
“We’re excited to work with their amazing staff who know their customers needs and influences.
“Throughout Flat Tire Defender development, we constantly performed numerous testing through the U.K. and Ireland with excellent results!
“So when the opportunity came up to work with Madison, it made perfect sense.”
Products will be available to order from 8th October, and can be found on Madison B2B.