Madison will distribute sports skincare brand Premax in the UK and Ireland, with the company set to exhibit at iceBike* at the end of February.
Australian brand Premax has a sports performance range of skincare products including sports sunscreen, female-specific anti-chafing cream, anti-friction cream and a massage range.
Madison says that the brand has developed a reputation for offering athletes of all levels products that allow them to “make the most out of cycling.”
The brand will exhibit at iceBike* 2018, which takes place on Tuesday, February 20 until the 22 at Arena:MK. Dealers can still register for the show at www.icebike.co.uk.
Premax currently sponsors Michelton-SCOTT, Wiggle High 5 and is now a new sponsor of the Madison Genesis team in 2018 and will support the new-look team as they look to build on last year’s successful season with new manager Colin Sturgess, competing in races including the Tour of Britain and Tour de Yorkshire.
Premax managing director Randall Cooper said: “We’ve worked hard at Premax for over ten years refining our range. We have a unique range of skincare products, all tested and refined with elite sporting and cycling teams. We’re very pleased to partner with Madison to bring our brand and products to the UK and Ireland.”
Premax brand manager Jim McConnel added: “Weather conditions often impact on sports performance and Australian weather particularly is renowned for challenging the body. Based in Melbourne, Premax set about a solution to improve enjoyment and to deliver performance in sport with their full range of sports skincare products. We are thrilled at Madison to bring this innovative and credible brand to the UK in the specialist sports channel.”
Madison will begin distributing Premax products with immediate effect.