GeoMetron named new UK distributor for Formula

Italian MTB component manufacturer, Formula, has announced GeoMetron/Mojo as its distributor for the UK.

In 1993, Formula created the first hydraulic disc brake and shock absorbers for mountain bikes, and since 2012 has also designed and manufactured MTB suspensions. Formula also designs MTB forks, brakes and wheels.

The brand has been on the lookout for the right partner to bring its products to the UK market, and “could not hope for a better partner” than GeoMetron.

Giacomo Becocci, Vice President of Formula, said: “As a fan of this sport I have been following the work of Chris Porter and his team for a long time. These guys have always been at the forefront of innovation, and they still are.

“Partnering with a company like GeoMetron is truly an honour for us. We will do our best to support their projects and customers. I am sure that together we will achieve outstanding goals.”

Chris Porter, of GeoMetron Bikes, added: “In order to find the innovation and the focus on performance in the mountain bike industry, it is necessary to seek out the smaller performance-driven companies rather than the industry behemoths. It is these fast-moving, flexible companies who can react to changing markets and even influence the market.

“Here at GeoMetron we stive to offer no compromise on performance and we want to provide the best suspension solutions as part of the goal. It will be a pleasure working with Formula and helping them to strengthen their reputation in the UK.”

GeoMetron will control the distribution of all Formula products in the UK and will take care of service and warranties. For more information about GeoMetron visit: Website – Facebook – Instagram.

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Hayley Everett

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