Upgrade take over UK distribution of Challenge Tyres

Upgrade Bikes has further bolstered its position as a specialist distributor within the gravel and cyclocross segments with the news that as of today it is the exclusive UK distributor for Challenge tyres.

With stock available to the distributor’s accounts immediately, Challenge joins recent additions such as Iceland’s Lauf, as well as brands such as Reynolds, Kinesis UK and many more.

Upgrade’s Rory Hitchens told CI.N: “Challenge bring forward a high performance product that needs to be tried to be believed and as such it’s a perfect product for the independent bike dealer who can really get across the benefits. There’s an enormous difference in the handmade construction of Challenge’s product and that translates into seriously high performance. The UK scene has warmed to this brand immensely well, so we’re thrilled to have the chance to take it forwards.”

Htchens adds on performance: “Of the top ten finishers in the CX World Championships, six were riding on Challenge tyres. They’re the most prolific tyres in British Cyclocross.”

The Challenge portfolio is delivered alongside Vee Tyre, which focuses more on mountain bike, road and fat bike applications.