Science in Sport is making significant changes to its route to market from January 1st 2019. Having previously been available to the bike trade through multiple distributors, it will now exclusively be available through Madison.
Madison and Science in Sport have worked together for over 10 years and this new move promises to be a great result for independent bike shops across the United Kingdom. Not only will SiS benefit from Madison’s network of independent bicycle retailers but it will also work with the distributor closely on marketing events and campaigns, including the major in-house trade show iceBike* which takes place in February.
New Science in Sport Managing Director, Ashley Read said: “Traditional retailers are the life blood of the cycle market and we appreciate their importance to their local communities and the sport as a whole. By focussing our resources to have one distributor to service bike stores and one to service run/outdoor stores will allow us to support stores to a greater extent in an increasingly challenging retail environment. We have specific pack formats and promotions that have been created exclusively for the bricks and mortar market that allow progressive dealers to be competitive.”
SiS invests heavily in marketing to grow the nutrition category and drive consumer demand and will again be the official partner to UK Cycling Events in 2019. At elite level the brand continues to innovate and have close partnerships with Team Sky and British Cycling. It was also recently announced that SiS would be the new nutrition sponsor for Madison-owned professional road cycling team, Madison Genesis for 2019.
CEO at Madison Dominic Langan, said: “We are delighted that SiS value the key role played by the specialist bicycle retailer in building the brand in the past and their importance for future success. The streamlining of the distribution network and our planned strategic placement of the brand within the specialist bicycle retailer channel is a very positive and progressive development, allowing Madison to invest much more into this market leading brand. Both Madison and SiS recognise there is a big job to be done, but through various planned and well-coordinated initiatives we are confident we will win over hearts and minds.”
Science in Sport will be exhibiting at iceBike* 2019 which takes place from Tuesday 19 until Thursday 21 February at Arena:MK in Milton Keynes.