BikeBiz Bicycle and cycling retail news
Bicycle tyre manufacturer Maxxis, has signed a deal with the BIKE Channel, which will see the brand become the official tyre supplier of The Coach Pro, season two.
The Coach Pro follows two amateur road cyclists as they battle it out during a ten-week training programme to become a professional rider. The winner will gain a place on the Bike Channel Canyon team for 2018. The show is set to receive an estimated 1,000,000 viewers and will be broadcast across all BIKE Channel’s networks including Sky, Virgin and FreeSat.
Customers will see the contestants and judges, including former World Tour professionals Rob Hayles and Brian Smith, sporting a range of Maxxis tyres throughout the series, with a Maxxis representative also discussing the features and benefits of the tyres used in the show.
This isn’t the first time that Maxxis and the BIKE Channel have been associated with each other as the channel’s road cycling team, Bike Channel Canyon, has chosen to ride the lightest road tubeless tyre supplied by Maxxis, the Padrone, in competition.
Most recently, the team raced in the first round of this year’s Tour Series and their very own Chris Opie rode on Maxxis tyres to secure first place in the men’s race. With the overall team finishing in second place close behind the leaders.
Maxxis’ managing director Derek McMartin commented: “Last year we announced our plans to dominate across all cycling disciplines and this partnership demonstrates that we’re putting our money where our mouth is. Maxxis leads in mountain bike and with new performance-focused road tyres launching at the Taipei Bike Show earlier this year, accompanied with this and other high profile sponsorships, we’re serious about owning market share in the road category too.
“It’s fantastic to be able to announce the new deal with the BIKE Channel’s The Coach Pro series, which is the X Factor of the cycling world and has a huge following. We are already thrilled to have been picked by the channel’s road cycling team, The Bike Channel Canyon, which includes Chris Opie who we would like to congratulate on the recent win in the men’s race at Tour Series.
"We really believe this is a highly beneficial partnership for all parties and will raise the awareness of our road offering. This is a chance for dealers stocking Maxxis road tyres, available through Extra UK or Madison, to capitalise on the extra publicity and cash in on the anticipated surge in demand for Maxxis’ road range."
Filming of the show will take place between July and September, and the show will be broadcasted from August to October. The series will be repeated a further seven times across the following ten months.
