BikeBiz Bicycle and cycling retail news
Fat Lad At The Back has announced a new partnership deal with cycling training app The Sufferfest.
The deal will allow consumers to purchase any item of premium cycle or fitness wear from FLAB throughout the month of January and receive two months of free access to the service.
Fat Lad At The Back owner Richard Bye said: “This partnership demonstrates our strong belief that cycling is for everyone. The Sufferfest mobile app is a brilliant concept, it’s one I’m very pleased to promote to the Fat Lad At The Back community.
"It’s been a really exciting and successful period in the history of FLAB, and to now be working with Sufferfest demonstrates our desire to build upon this strong position as a major player in cycle wear development and manufacture."
The collaboration is the latest in a string of developments from cycling and fitness clothing brand Fat Lad At The Back, which last year underwent significant growth and solidified partnerships with Ribble Cycles, JE James and Evans Cycles.
Sufferfest’s founder David McQuillen said: “Our new partnership fits in extremely well with our ethos of ‘everybody hurts’. Sufferlandria has always been a place that welcomes everyone regardless of shape or size.
"Many Sufferlandrians are big and powerfully built; we want those who do not fit the stereotypical cyclist form to feel a sense of belonging. You are not alone – this collaboration with Fat Lad At The Back confirms our commitment to you.”
