Upgrade Bikes to celebrate 30 years at COREbike 2025
Not only is Core hitting its 20th anniversary, but one of the founding six – Upgrade Bikes – is this year celebrating its 30th year of business. CIN checks in with Upgrade’s Head of Marketing Mark Noble to get a steer on some of the attractions that are awaiting visitors…
“This will be another big year for Upgrade at COREbike Show, and this time we probably have more new products and new brands to show than ever before. We can’t bring our entire catalogue to Core as it’d be impossible trying to fit 4,000 bike products into a room at Whittlebury, so we bring our latest and greatest, the products that really helps dealers and riders alike. My advice would be to sign in at
the front desk, grab your badge and turn right into our Upgrade room to find out what we have in store. Even better yet, try and book a timeslot with your contact at Upgrade just to be sure.
“COREbike is our most important show by some margin – we also expo at various consumer shows and events, and we support and sponsor multiple races and contests throughout the year, but Core is where we get to spend quality time with our bike shops and our dealers. Everyone, from the stand-alone mechanics and IBDs who are often the beating heart of their local bike scene, to the chain
stores and e-commerce giants – it’s great to spend time, catch up, showcase our new products we’re launching, and help bike shop learn about the products that sell.
Upgrade Bikes celebrates 30 years
“We’ve been working with bike shops for three decades and we’re not showing any signs of stopping yet. In fact, we’re adding to our brand range, developing new products with DMR and Kinesis Bikes, and growing – obviously the bike industry is challenging, but we have solid brands and products that sell, and we’re very easy to do business with, which is what bike shops deserve. They need support and the right products for their customers, and that’s what we’re here to take care of. It’s also DMR Bikes’ 30th anniversary – and we’ll be celebrating this throughout the year ahead, with new product, brand collabs, video projects, events and more. We kicked off the new year with an all-new website, and the feedback on that has been awesome so far. DMR is definitely on a roll.
RANGE HIGHLIGHTS (AND GOOD COFFEE)
“We’ll have good coffee for COREbike visitors for sure! Come a grab a cup, and we’ll take you through some of the new highlights:
1. DMR BIKES – Celebrating 30 Years of DMR with new product reveals – new bars, new stems, new dirt jump frames, new grips, new pedals, new graphics and more sneak previews. Plus, check out the whole DMR bike range on show, from our Sidekick balance bikes to pro-spec dirt jump completes.
2. LEZYNE – Full range focus and tech advice from Lezyne EU Brand Manager Mark Robinson…
3. STAN’S – No longer just making the best sealant on the market – Stan’s is now launching the all-new WPL range of lubes and bike care which is entirely bio-based.
4. ABUS – Check out the new shop-in-shop display units – these are proving amazing for key retailers, with proven returns and marked lift in sales.
5. MOTUL – New bike care products for workshop and home use – the new Bike Care range is used by top teams, the World Cup DH series, and is as-seen on Tour de France. Motul means business.
6. KINESIS – New bikes and new framesets – including the new G2 gravel frameset, 4S all-road bikes and framesets, and more.
7. HKT – New bike protection kits – a new brand for Upgrade! HKT is made in the UK, a simple upsell for any new mountain bike, so these are a must-stock for any bike shop. Come and meet Davi from HKT and see if your shop can also do customs.
8. CHALLENGE – The best tyres for road, gravel, and cyclo-cross – the Champs’ choice.
9. STYRKR – The fastest-growing nutrition brand in cycling – come and find out how well Strykr will sit in your bike shop.
10. PLUS! SKF Bearings, ISM Saddles, DexShell, Tektro, TRP, Praxis, Fazua, and more vital brands and products for your customers… all on show right here.
11. PLUS – SEA SUCKER! Upgrade will launch the new Sea Sucker range – as we are now the exclusive UK distributors for Sea Sucker, the best range of bike racks available.”
