BikeBiz Bicycle and cycling retail news
Direct365 and bicycle brand IRONMAN have teamed up to launch an exclusive range of recreational sports road bikes and lightweight children’s sport hybrids.
The initial range consists of 14 models that are designed to meet the needs of amateur fitness and leisure riders. The bikes consist of lightweight alloy frames and premium components, and are intended to be versatile and robust.
“The ability to work with Direct365 on a bike that anyone and everyone can ride is a great opportunity to connect not only with our athletes, but also their family and friends that enjoy physical activity. The IRONMAN spirit goes beyond race day and this bike launch certainly broadens our appeal across all levels of endurance sports,” said Nathalie Bishman, senior director of global licensing for IRONMAN.
Neal Holdsworth, managing director of Direct365, commented: “This is an exciting opportunity for us and we are thrilled to partner with IRONMAN to bring these bikes to UK consumers. With the success of British cycling over recent years and more people getting into cycling, UK riders are doing more research and looking for more ‘fit for purpose’ bikes. The IRONMAN brand and product positioning are perfect for the leisure road sector and for the lightweight, kids sports hybrid market that’s booming.”
The initial range is available at stores such as Halfords, Argos, Amazon UK, Littlewoods, Very and Bikesdirect365.
