SiS announces exclusive distribution deal with Madison

Nutrition specialist, Science in Sport (SiS), has announced a new distribution strategy that will see it go exclusive with Madison from the start of this year.

Previously available to the bike trade through multiple distributors, the company revealed it will make significant changes to its route to market in 2019.

New Managing Director, Ashley Read, said: “Traditional retailers are the life blood of the cycle market and we appreciate their importance to their local communities and the sport as a whole. By focusing our resources to have one distributor to service bike stores and one to service running and outdoor stores will allow us to support stores to a greater extent in an increasingly challenging retail environment.

“We have specific pack formats and promotions that have been created exclusively for the bricks and mortar market that allow progressive dealers to be competitive.”

SiS has been working with Madison for over a decade and sees, “great value in the world class B2B service and event support available to the trade.”

SiS will again be the official partner to UK Cycling Events in 2019 and will continue its partnership with British Cycling this year. The company will also have a large presence at IceBike* next month, taking place 19-21 February, for which registration is now open.

Last month, SiS doubled in size after acquiring PHD Nutrition. SiS said of the acquisition: “This is a transformational deal for our business. It immediately doubles our size and accelerates our ambition to become a global leader in premium performance nutrition.”