Post by Belgian Cycling Factory

“We are only just getting started.” With the relaunch of Nukeproof under Belgian Cycling Factory, a new chapter begins for one of the most iconic names in mountain biking. In this interview, Global General Manager Russell Merry shares how we are rebuilding the brand from a direct-to-consumer model to a global dealer and distributor network and why the response from riders and retailers has already exceeded expectations. From race-driven innovation to accessible entry-level bikes, and from grassroots development teams to World Cup ambitions, the foundation is set for long-term growth. From World Cup ambitions to making mountain biking more accessible for the next generation, Nukeproof is positioning itself as a brand for every rider, at every level. The foundation is in place. Now it’s about building momentum. 👉 Read the full interview: https://lnkd.in/dCCBgfuD