By Jos Dyer, 2 days ago
Madison is proud to announce the launch of Amplitude, an exciting new brand of high-quality cycling components built for passionate, adventure-driven cyclists. Designed and developed in-house, Amplitude delivers reliable performance, improved customisation, attractive pricing, and quality design.
Amplitude is inspired by the spirit of adventure and the freedom of exploring the outdoors. Its initial range focuses on gravel and adventure cycling, offering a full line-up of essential components including flared drop bars, stems, seat posts, forks, pedals, and wheels — all crafted with durability, comfort, style and customisation in mind. With subtle, clean branding and rugged functionality, Amplitude is built to elevate any ride and give all riders the opportunity to achieve the perfect bike fit.
Amplitude products are engineered in-house at Madison, using best-in-class materials for the price point. The wheel range is built by hand in the UK using Amplitude’s new 40 tooth ratchet hub, robust tubeless ready rims and DT Swiss spokes, offering reliability and local quality assurance. Forks and finishing kit components feature subtle branding making them an ideal fit for any bike, without brand clashes or compromises.
While some Amplitude products will feature as Sportline OE components on select Genesis, Ridgeback, and Saracen models, Amplitude is designed to stand independently as a desirable aftermarket option. Unlike other own-brand offerings in the market, Amplitude is not tied exclusively to Sportline bike lines. It’s positioned to serve a broad spectrum of riders and retailers — from gravel and MTB to road enthusiasts.
Madison and Sportline CEO Dominic Langan adds “Amplitude embodies our commitment to helping riders build the bike they truly want, reliable, great-looking components that elevate every adventure without breaking the bank”
Amplitude is launching with pricing that offers strong value to consumers and healthy margins to dealers. Key component prices include:
§ G100Stem from £24.99 – from 60mm to 110mm lengths
§ G100 Handlebar from £54.99 – 400mm, 420mm,440mm and 460mm widths
§ G100 Seatpost from £29.99
§ G100 Flat Pedal: £29.99
§ G100 Chromoly Fork: £169.99 (steel)
§ G100 Carbon Fork: £349.99 (carbon)
§ Wheels from £119.99 (front) and £179.99(rear)
Dealers will benefit from stock-in incentives, loyalty discounts, and flexible sell-in packages — especially those already stocking Sportline bikes.