Upgrade to exclusively distribute Trust Performance in UK

Upgrade Bikes has been chosen as the exclusive UK distributor of Trust Performance products.

Trust is a new company, founded by Dave Weagle, engineer and inventor of suspension designs DW link, Delta link, and Split Pivot, Jason Schiers, founder of Enve Composites, and Hap Seligal, co-founder of US retailer, Competitive Cyclist.

Trust’s first suspension product, the Message fork, has been more than five years in development. The production fork, now available to buy, offers 130mm of travel and is engineered to maintain trail and increase stability.

Rory Hitchens, Upgrade’s marketing manager, said: “We were captivated by the “Trust Effect” concept since we first heard about it and are thrilled that we have been chosen to deliver the Message fork to the UK market. We have a great team here and will use our collective expertise to establish the brand and get as many mountain bikers as possible experiencing the Message fork. This will very much involve expert independent dealers and demo centres and we welcome all new contacts as well as interest from established Upgrade partners.

“We already experience success with another carbon trailing link fork solution from the brand Lauf so the Trust brand complements our portfolio of innovative and technical products. We are firm believers in Trust’s unique trailing, multi-link design and the riding benefits it offers trail riders.

“Upgrade has worked for a decade alongside Dave Weagle’s genius through his DW link rear suspension which is central to Pivot Cycles’ brand success. We are confident that the powerful combination of Dave, Jason and Hap has much more to offer than just the Message fork and we are invested in supporting TRUST for their future in the UK market.”

Rob Aguero, Trust global sales manager, added: “The expertise and service provided by our new distributor Upgrade is second to none. It’s an honour and a pleasure to work with their team to establish Trust’s position in the UK.”

The first UK delivery of Message forks is in stock at Upgrade now and available to Upgrade’s IBD 100 dealer network. Upgrade is open to discuss sales, staff purchase and demo product with all independent dealers and demo centres who want to be added to the list of consumer test and demo events.


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