Lyon Cycle is pleased to announce that it has been appointed as the exclusive UK distributor for ESI (Extreme Steering Inc) Grips, the global leader in providing high performance silicone products for the bicycle industry.
The new partnership strengthens Lyon Cycle’s growing portfolio of premium cycling brands and ensures improved availability, service, and support for ESI Grips across the UK market. Dealers and riders will benefit from Lyon Cycle’s established distribution network, customer service expertise, and commitment to supporting independent bike retailers.
Founded in the USA, ESI manufactures all its products at their Arizona facility. The brand has built a strong reputation for producing lightweight, durable grips with excellent vibration damping, trusted by both professional racers and everyday riders. Renowned for their comfort, wet-weather performance, and long-lasting feel, ESI grips are made from high-quality silicone and are completely rubber and latex free.
ESI Grips commented on the new partnership: “Lyon Cycle’s reputation, market knowledge, and commitment to customer service made them the obvious partner for the UK. We’re excited to work together to expand our reach and better support UK riders and retailers.”
“We’re delighted to welcome ESI Grips to the Lyon Cycle brand family,” said Ed Braithwaite, Cycle Market Manager at Lyon Cycle. “ESI is a brand with a loyal following and proven product range, and we see significant opportunities to grow its presence in the UK by working closely with retailers and supporting the brand at all levels of the market.”
One such growth opportunity is ESI’s custom engraving programme, which allows retailers, teams, clubs and brands to personalise grips with logos, graphics, or messaging. This capability opens additional prospects for dealers through:
– Team and club customisation
– Retail exclusive and private label opportunities
– Event and promotional products
– OEM branding solutions
ESI Grips are available from Lyon Cycle with immediate effect, and the distributor will be exhibiting the brand at Cycling Industry News Live in September. For more information about the brand, becoming a stockist or custom engraving UK retailers can contact:
Lyon Sales (Cycle & Outdoor): sales@lyon.co.uk
Matt Hoyle – Cycle Sales Rep North: matt.hoyle@lyon.co.uk
Aaron Creamer – Cycle Sales Rep South: aaron@lyon.co.uk
Steve Larking – Assistant Marketing Manager: steve.larking@lyon.co.uk
Or visit:
lyonb2b.co.uk
esigrips.com
