Vires Velo takes Factor Bikes exclusively, new performance test lab due

A new company set up under the Vires Velo banner will now oversee the growth of the Factor Bikes brand, according to an announcement.

Managing director John Bailey made the announcement today, revealing the new branding and talking more on an exclusive partnership. Alongside this Bailey also revealed the investment in process attached to a Norfolk based Experience Centre.

He said of Vires Velo taking greater control of the Factor customer journey: “Over the last few years, we have identified a growing demand to explore the acquisition of real-world data through comprehensive physiological testing. As we know very well, Factor has consistently delivered an incredible, high performance, cutting-edge product, leaving very little room for improvement in the rider’s equipment. This has opened up an opportunity to explore the possibilities for enhancing the engine on the bike. To that end, I have gone back to my original body of work with the Factor 001 which was a highly advanced tool, ahead of its time for measuring several elements of human physiology and performance.

“We are very proud to announce that we are in the process of putting together our first working performance test lab which will allow us to provide cyclists with a comprehensive set of real world data of their physiological condition and, crucially, expert guidance on how to act upon it to reach specific goals. We are excited that this new facility, along with investment in an advanced new bike fitting system and our continued exclusive partnership with Factor/Black Inc can provide an unrivalled experience for cyclists in the UK.”

The Experience Centre will soon deliver a new state-of-the-art bike fitting system, as well as an advanced Rider Physiological Testing Center currently in development. These will both be laid out in order to provide athletes with the tools to maximise their riding potential.

Rob Gitelis, CEO of Factor Bikes added: “After a number of years successfully serving Factor customers in the UK, we are pleased to continue the journey with Vires Velo. We are confident in entrusting the Factor/Black Inc experience to Vires Velo who have proved over the last 3 years that they can deliver a first-class service for Factor riders in the UK. We have a strong relationship with John Bailey and the team and they remain our exclusive UK partner for both Factor and Black Inc. We look forward to continuing to grow the Factor brand in the UK market.”

Finally, there will be an upgrade to the UK Experience Centre showroom, as well as its attached workshop.