Belgian Cycling Factory acquires Nukeproof from Frasers Group

The dust is still settling: Following a tumultuous period for the bike industry, there’s plenty of evidence that there’s still a way to go before things go back to “normal”, not least in terms of brands finding a new home and/or route to market. The latest of these is mountain bike brand Nukeproof, formerly distributed by Hotlines and owned by sister business Wiggle CRC. Part of the package when Frasers Group bought Wiggle CRC, Nukeproof has been newly acquired by Belgian Cycling Factory (BCF), joining a portfolio that includes Ridley and Eddy Merckx Bikes.

Labelled a “significant step in BCF’s commitment to high performance cycling, the acquisition will see Nukeproof available from through BCF’s dealer and distribution network from Q3.

Founded in 1990 in the USA, Nukeproof has grown to become one of the biggest names in mountain biking, with the bikes frequently seen on World Cup Downhill and Enduro World Series podiums.

Jochim Aerts, Chief Executive Officer and Owner of Belgian Cycling Factory, said: “Nukeproof is a brand with an incredible history, a fiercely loyal fan base, and a reputation for building some of the most exciting mountain bikes in the world. We are committed to preserving that legacy, investing in innovation, and ensuring that both existing and new riders continue to get the best. To maintain this continuity, key members of the previous team have already joined us, bringing their expertise and deep understanding of the brand’s DNA.

“This is an exciting new chapter, and we’re looking forward to building the future of Nukeproof together.”

Russell Merry, Managing Director of Wheels at Frasers Group, added: “We recognise the passion and dedication of Nukeproof riders around the world and want to protect its legacy and ensure its future. We’re pleased to be handing over the reins to a partner with a track record in innovative design, advanced manufacturing capabilities and benchmarking services.

“With BCF at the helm, we are confident that the brand will continue to thrive and evolve. Frasers Group will remain strong supporters of Nukeproof, ensuring customers can access the bikes they love as the brand enters this exciting new era.”