CGI – headed up by Toby Henderson – has been in charge of Promax design and sales for nine months, in which time it has developed 35 new products

Fisher Outdoor Leisure snaps up Promax components

Fisher Outdoor Leisure has announced that it is the new exclusive distributor of Promax components to the UK specialist cycling market.

Led by BMX and downhill mountain bike racer and component and accessories designer Toby Henderson, CGI (Cycling Group Inc.) is in charge of all Promax product design, aftermarket sales, marketing and brand building. CGI and its staff of avid cyclists and racers provide Promax with a direct link to cycling and the bike community that it has never had before, Fisher said.

In just nine months, CGI and Promax have combined to design and develop more than 35 brand new products, including sculpted mountain bike, road and BMX stems; innovative brakes and the new V-Point Click brake lever, which allows the user to use one lever on either the right or left side and also includes an integrated lock-on grip mount.

Also new for Promax are several product categories never before offered under the brand name, including headsets, bottom brackets and cranksets. Toby is already working on the next generation of Promax components and the list of exciting new products includes mountain biking, cyclocross and road.

CGI CEO Henderson commented: "I trust my old ally Fisher Outdoor Leisure to successfully introduce the new Promax and BOX Components to the UK market. I have a long-standing relationship with Fisher CEO Richard Allmark. His team’s many successes building brands in the UK made them a natural choice. Over the coming years, we are hoping Fisher will bring Promax and BOX Components similar results to what they brought Troy Lee Designs and SRAM in the UK. We have no doubt that Fisher is the best bet for our future success.”

Fisher CEO Richard Allmark added: “It’ll be great working with Toby again and the rest of the CGI team. What they’ve done already done for the Promax brand is very special and there’s so much more on the way. Promax sits extremely well within our brand portfolio complementing Sram from a pricing hierarchy perspective and also giving us some great OE options for Eastway and Kansi. This is one to watch!"

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