Tag Archives: Upgrade

Upgrade Bikes has announced the introduction of Styrkr nutrition to its portfolio of brands available to the UK dealer network. Styrkr, pronounced [ stir-kuh ], means “strength” in old Norse. The brand is approaching the nutrition market with a unique approach in a bid to “rewrite the rulebook for traditional …

The inaugural Rider of the Year Awards by Mountain Biking UK and Cycling Plus, presented by Lezyne, takes place next month. Cycling Plus and MBUK, published by Our Media, will each name their overall Rider of the Year, Newcomer of the Year and a Lifetime Achievement award. Ahead of the …

Upgrade Bikes has announced the introduction of Lizard Skins, a long-time manufacturer of grips and handlebar tape, to its portfolio of brands. Ryan Huntington, Lizard Skins sales and marketing director, said: “We are so excited to be working with Upgrade Bikes. They have a great reputation in the UK cycling …

West Sussex-based distributor is famed for stocking stylish and popular brands. BikeBiz caught up with founder Damian Mason and head of marketing Mark Noble This piece first appeared in the July edition of BikeBiz magazine – get your free subscription here “The opportunities for the industry are, as ever, the …

Upgrade Bikes has announced the addition of Caven O’Hara to the new role of website content manager at the Sussex-based distributor. O’Hara has a wealth of website experience, having worked in the bicycle trade for years in previous similar roles at Sigma Sports, Evans Cycles and more recently with Balfe’s …

West Sussex distributor Upgrade Bikes has announced the introduction of Eclipse Inner Tubes to its portfolio of brands. Eclipse inner tubes are made from Thermoplastic Polyurethane. This material was invented in the 1960s and Eclipse was the first brand to use it for commercial inner tubes back in 2011. Eclipse …

Challenge Tires has announced Andy McAteer as the new brand manager for the UK and Ireland. McAteer will be supporting Challenge’s UK distributor Upgrade in the promotion of Challenge Tires through their existing dealer network as well as looking for any new potential opportunities and customers in the UK. He …

DMR Bikes has has warned consumers of a fake direct-to-consumer website that has appeared. The British mountain bike, jump bike and component brand, distributed by Upgrade Bikes, has released a statement about dmrdiscount.com, which features the DMR brand name, products and images without permission of the brand.  DMR said that …

Cambrian Tyres has appointed Upgrade Bikes as its wholesale partner to work alongside them and build the Goodyear brand to a wide range of trade accounts. This follows the recent news that Cambrian Tyres has been appointed the new UK distributor for Goodyear bicycle tyres. Upgrade brings a long-established and …

Mark Noble has joined Upgrade Bikes, the Sussex-based distributor and home of house brands DMR and KinesisUK, as head of marketing. In this new role, Noble will work closely with the existing marketing, creative, content and web teams to strengthen brand presence and messaging across the Upgrade portfolio. Noble has previously …