ION Bike and SQlab are further expanding their presence in the United Kingdom: As of September 1, both brands will begin working with Josh Whiting as their new sales agent for the UK market. The experienced industry professional will be responsible for supporting specialist retailers and will also serve as the local point of contact for the D2C business, including warranty, service and returns enquiries. The aim of the partnership is to sustainably strengthen and further develop the market position of ION Bike and SQlab in the UK and to expand the presence of both brands. With a dedicated local contact, the brands intend to provide even closer support to existing and new retail partners and to further drive their development in the British market.
Industry expertise and a strong network in the UK bicycle market
Josh Whiting has over a decade of experience in the British bicycle industry.
In the past, he has held senior sales positions for brands including GT, Cannondale and Mongoose. His expertise ranges from supporting independent specialist retailers and key accounts to product launches, events and the long-term development of dealer networks. In 2025, he founded the independent sales and brand development agency Whiting.cc, which supports bicycle and outdoor brands with sales development, dealer development, events and brand representation in the
Josh Whiting, new sales agent for United Kingdom. Today, the agency works with a selected portfolio of the UK market, © SQlab brands from the mountain bike, freeride, BMX and performance product sectors. Whiting is also currently supporting the re-establishment of the Rocky Mountain brand in the United Kingdom.
Two brands with different strengths
With ION Bike, Whiting is taking on a brand that enjoys strong visibility and a close connection to the bike community, particularly in the mountain bike and bike park sectors. His experience and network in this field are expected to help further strengthen ION Bike’s position in the UK market. SQlab complements the portfolio with its scientifically based approach to ergonomics, comfort and performance. Here too, the partnership is intended to further establish the brand within the British specialist retail market and strengthen awareness of bicycle ergonomics.
“Working with ION and SQlab fits perfectly with the strategic direction of Whiting.cc. Both brands stand for credibility, innovation and a strong connection to the MTB and bike community,” says Whiting, adding: “ION has a particularly strong brand image in the mountain bike and bike park sectors, while SQlab complements our portfolio with its scientifically based approach to ergonomics, comfort and performance. With my network and knowledge of the UK market, I aim to develop both brands sustainably over the long term.”
Closer support for specialist retailers in the UK
In addition to expanding brand presence, providing direct support to specialist retailers is at the heart of the new partnership. With Whiting, dealers will have a central local point of contact responsible for both sales development and brand representation for ION Bike and SQlab. Whiting.cc will also play an important interface role in the D2C business and will be available for warranty, service and returns enquiries. With the new sales structure, ION Bike and SQlab aim to create a strong foundation for further growth and to strengthen their long-term relationships with retail partners and the bike community in the UK.
