Specialist distribution deal signals importance of bike market to top digital mapping supplier

Memory-Map plots new route to market via Madison

Digital navigation specialist Memory-Map has signed an exclusive distribution deal for the bike sector with Madison.

The range is a key addition to Madison’s already impressive portfolio and featured prominently at the firm’s recent trade show, iceBike.

Memory-Map has been a pioneer in the booming digital route-planning business since 2001 and has long been considered a specialist in the outdoor arena. Since 2005 it has targeted the bike market as an area of significant growth with the introduction of cycle-specific GPS receivers but, until now, it has, through its own trading company, EVO Distribution, looked to service the sector itself.

The appointment of Madison as a dedicated, specialist distributor is a sign of its ambition to expand and support the network of IBDs it has built up so far. Memory Map’s managing director Ray Badminton commented:

“I am really pleased with this deal as it marks a natural progression for our product. We are the market leaders in digital mapping by a long chalk and it makes sense that we partner Madison as it is the biggest and best cycle distributor in the UK. With recent developments in hardware and software, an up-weighed marketing campaign and now Madison’s distribution, I am sure Memory-Map will become a staple product of UK cycling.”

At Madison, product director Richard Peploe added: “We are impressed with the product and see it has an obvious place in the cycle market. EVO (Memory-Map’s parent company) has done a great job seeding the product and the exposure and visibility amongst cyclists is strong. We hope to be able to capitalise on the work done to date and further enhance the product so that every cyclist sees Memory-Map as where their journey begins.”

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