By Jos Dyer, 2 days ago
Madison is pleased to announce an enhanced partnership with global tyre brand Maxxis, by becoming the exclusive distributor of Maxxis bicycle tyres in the UK and Ireland from 1st January 2026. Madison has successfully represented Maxxis in the market since 2017 and this new arrangement formalises a shared long-term commitment to the brand’s future growth, visibility and retail support across the territory.
Maxxis is recognised worldwide as a market leader in premium tyres and the move to exclusivity reflects both parties’ confidence in the strength of the brand and the opportunity for continued market development in the UK and Ireland.
Under the new arrangement, Madison will work with retail partners to deliver a clear go-to-market strategy, supported by coordinated marketing, consistent pricing, and a strong retail experience. Madison’s long-term experience in building cycling brands in the UK, combined with its established logistics infrastructure, will help ensure product availability, brand visibility and effective support for stores of all sizes.
As part of the transition, Madison will invest further into marketing, retail activation and ambassador partnerships to strengthen Maxxis’ presence in the UK cycling community. Madison’s dedicated in-house marketing team covers ecommerce, design, events, retail merchandising, PR, content production and social media, enabling partners to benefit from integrated and proactive brand support.
Maxxis will continue to be represented by a strong roster of UK athletes, ambassadors and teams as part of Madison’s wider programme, supported by content creation and ongoing market engagement.
Madison will support retailers with merchandising, point-of-sale opportunities and tailored marketing assets designed to increase in-store visibility and greater consumer awareness.
Commenting on the new agreement, Madison CEO, Dom Langan, said:
“We are delighted to strengthen our partnership with Maxxis. An exclusive approach allows us to work with clarity and purpose, offering consistent support for retailers and ensuring that Maxxis continues to thrive in the UK and Ireland. By aligning our strategy, resources and long-term ambitions, we are confident that we can drive meaningful, sustainable growth for the brand.”
The new agreement represents a natural evolution of an already successful partnership and reflects Madison’s ongoing commitment to supporting the UK cycling market with leading brands, strong service, and long-term investment.
Retailers will be contacted
directly with full details of the transition, timelines and support programmes.