Windwave becomes High5 Nutrition distributor

High5 Nutrition has inked a deal with distributor Windwave covering the UK and Northern Ireland.

With two decades of sports nutrition development behind it, High5 Nutrition has been among the leading labels in the cycling market for some time and recent marketing activations have seen the 150,000 people said to have tried samples at over 100 mass-participation cycling events in the past year.

“We want to ensure High5 continues to be available to independent bike dealers and partnering with Windwave provides our customers with a fast and reliable service nationwide,” said Joshua Daly, National Account Manager at High5. “Windwave’s existing range of performance brands complements our own products, designed to support amateurs and professionals – like BORA – hansgrohe – achieve their goals. Now’s a great time to stock the brand.”

Luke Leuillette, Commercial Manager at Windwave added: “We are delighted to welcome High5 products to Windwave. The brand fits in extremely well with our performance cycling focused portfolio. High5 is renowned for its commitment in creating nutritious products with amazing natural flavours, ensuring you can enjoy your chosen sport and reach those desired goals. Our focus will be to grow sales with independent stores and to create exclusive offerings to complement the existing High5  ranges. We look forward to welcoming the brand at Core Bike show 26th-28th January”.

The distribution deal takes effect from February 1st and stores will be able to enquire about stock in packages at CoreBike, which starts this Sunday at Whittlebury Hall. To register for the show, click here.

The deal is the latest in a string of similar reshuffles, with Raleigh having taken on NamedSport and Chicken Cyclekit now supplying Enervit.