BikeBiz catches up with R53, Scute, Velocite, Clee, Madfrom, NRG4, Nemesis, Gloworm, Independent, Burgtec, 2X2, Surf Sales and Air Distribution

The Bike Place round up: part one

R53 Sport
Announced on just days before the show opened its doors, many were eager to see Pyga’s frames first-hand. Founded by Morewood creator Patrick Morewood, Pyga, the South African label will have stock in the UK by the end of February and a further carbon hardtail to land later this year. For now dealers have two frames to add to their stock.

To complement the mountain shredding aspirations of any customer buying into Pyga, R53 also carries the ICE label, thrust into the limelight for its £120 dropper post, which comes in the so far rare-ish 27.2 diameter. The show also saw the introduction to many of a 27.2 carbon race post, complete with a pivotal head – perfect for the weight conscious racer. Stepping away from exotic components, ICE also produces a full-face helmet in four sizes that caught the attention of many.

Now in charge of Spanish bikes, components and accessories label Massi – The Bike Place also saw the debut of the distribution firm’s link up – with a wide range of accessories including one of the slimmest multi tools we’ve seen to date on show, alongside what was described to us as ‘the lightest’ full carbon saddle on the market at 84 grams.

Scute Design
Squarely aimed at the cycle commuter who’s perhaps a bit nervy in traffic and wants there to be no mistake about their movements in traffic, Scute Design’s gloves flash once an index finger button is pressed. The quality of the red LEDs will certainly get you noticed, flashing brightly in the daylight of the show and no doubt much brighter come nightfall.

Retailing for £36, the glove can be recharged via a simple USB connector in four hours, making them ideal for the office worker. That length of charge gives you the equivalent feedback. Creator of the product Alistair Malcolm advised that both a full length and mitt version of the glove are available and both carry the usual sweat wipe and padded palms.

Velocite’s stand was a busy one at times according to director mark Almond, much thanks to the new distribution model announced on just days earlier. With dealers curious about the new commission for sales model, requiring very little commitment to stock, Almond said he feels retail has been crying out for more flexibility for some time.

The new scheme will see Velocite distributing direct to consumer, but unlike many other direct sell brands, Velocite are seeking retailers to partner with.

With reduced retail prices to the consumer, the scheme has been designed to offer retailers the option of selling the brand on a level price point to many of the existing online-only brands. Each sale will earn a percentage and all partners will receive marketing support and 24 hours a day, seven days a week account management by the Red Cloud team.

In addition to the commission schemes for sales, the brand is also seeking service partners to carry out free-to-consumer first services where each partner will be paid by Red Cloud for their time. With a new website due in March and a partnership with the RWD Brakes WC MTB team, Velocite will no doubt be in the news again soon.

Clee Cycles
If you’d made it up to the mezzanine level of the show, you’d no doubt have been drawn to the glow of Clee Cycle’s stand, which was adorned with all sorts of lightweight, polished goods from KCNC, as well as a freshly brought in titanium label called Torus.

With nearly everyone in the business wishing they could deck their shop floors out with exotic titanium builds, Torus tempts with several bang-on-trend builds. There’s no 26-inch builds here, just 650B, 700c and 29er frames, as well as posts, bars and forks.

KCNC has been busy too, with the show providing first looks at the Aerotech and fully adjustable Centrelock aerobars. Boxed sets of anodised V-brakes were also revealed, with a VB1 titanium hardware set costing £380 at retail and £240 for the V6 with alloy hardware. Cantilever sets also start at £299.99.


Madform exhibited for the first time and having conquered the Spanish market, now has its sights set on the UK market.

The company specialises in helping athletes get going with a series of pre-sport and recovery creams that open up the blood vessels and stimulate circulation in stiff areas. Ideal for those who regularly suffer from cramp, the active ingredients fight off early fatigue and strains, while the ‘MadFreeze’ product can even assist in reducing swelling.

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