Speaking to BikeBiz, Windwave boss Peter Nisbet has lauded the potential of recent signing Lucozade in the cycle trade.
He said: “Lucozade is a household name and this counts for a lot as it is one of the strongest names in FMCG.
“There has been a long-term association with sport since the early sponsorship deal with Daley Thomson, though I believe that branching deep into the cycle trade can be very successful, because riders who are not sure about which sports nutrition brand to buy, will choose Lucozade Sport because they are familiar with the name and have confidence that the product will be safe and effective."
Windwave also talked about IBD protection, a return to form for Marzocchi and the impact that abolition of anti-dumping duties could have on the UK cycle trade. To read the full interview, click here.