Maxxis heads down Madison avenue

13 February 2017

Maxxis has announced a new partnership with the UK's largest cycle and actions sports distributor, Madison. The deal means that an extensive range of products from the market leading tyre manufacturer will now be available through Madison’s sales teams, including its mountain bike, road cycle and BMX tyres. Maxxis will join Shimano, Garmin, Pearl Izumi, Lazer, Thor, Park Tool, Thule, amongst others, in Madison’s impressive portfolio.

The announcement comes at a time where Madison is gearing up to celebrate its 40th year serving cyclists and cycle dealers in the UK, and a pivotal moment in the expansion of the Maxxis brand beyond the mountain bike sector it has dominated for almost as long. Both milestones will be celebrated at the iceBike* and Sportline show taking place at Arena:MK on Tuesday 21 February and Wednesday 22 February, where the Maxxis Madison partnership will be officially unveiled.

Partnership with Madison is the latest stage in an aggressive UK growth strategy for Maxxis, as managing director of Maxxis International Derek McMartin confirms: “Madison is an outstanding business, with a well-established and extensive dealer network. This makes it the perfect addition to help in our efforts to make Maxxis the de facto tyre of choice for all types of cyclists.

“Our short-term aim is to ensure that everyone that wants to ride or roll on Maxxis has the ability to purchase the products they want. Having Madison as a partner will further expand our channel opportunities and make our goal that much easier to achieve.”

As well as growing its commercial network, Maxxis has also moved to bolster its exposure to all types of cyclists through a number of sponsorship agreements this year. Including the recent additions of Spokes Cycling, Bike Channel Canyon and Maxxis 4 Racing professional road teams. Madison will use these new sports marketing initiatives as well as its own athletes and resources to help grow market share on the road, while maintaining the brand’s dominant position off the road.  Such as Madison Saracen Factory Race Team riding Maxxis Tyres.

With patented DoubleDown technology as well as many other product innovations, Maxxis works tirelessly to continually develop its products, making a good bedfellow for Madison’s existing brands, as Dominic Langan, CEO at Madison and Sportline, states: “Madison is looking forward to working with Maxxis with whom we share a common strategy to deliver the best service and products possible to our customers.”

Members of the trade wishing to see Maxxis’ debut and a host of other exciting developments at this year’s iceBike* show can register now at

An extensive range of Maxxis tyres is now in stock in the UK, and available through both Extra UK and Madison.

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