ZyroFisher hits the water with SUP label

ZyroFisher has announced it will be taking on a partnership with the Mistral brand to represent their range of board sports products across the UK and Ireland.

With ZyroFisher representing a number of leading brands in the cycling industry that also have adjacencies in the outdoor and leisure sector, it is a natural progression for the business to expand this area of their portfolio.

Jonathan Sherwood, ZyroFisher Director of Brands, said: “While our existing brands are best known for their positioning in the cycling market, many of them are equally relevant in the outdoor, powersports, and boardsports sector. We represent CamelBak, Giro Snow, EVOC, Tifosi Eyewear, and TORQ Nutrition in channels outside of cycling, and as we look to invest in further developing these brands across the market, it makes sense for us to expand our brand offering in these adjacent channels. Mistral is a brand with significant history and heritage in the boardsports market, and we are looking forward to helping them realise their potential in the UK.”

With the surge of interest in SUP and water-based boardsports within the last few years, ZyroFisher concluded that a partnership with a heritage brand such as Mistral and the opportunity to add stand-up paddle boarding to their portfolio, was a natural offering for its business.

ZyroFisher will act as the official importer and distributor for Mistral in the UK and will work with existing locations such as Mistral Hayling Island on the South Coast. Mistral’s Brand Manager, Steve West, has created a range of product ideal for the UK market. While largely SUP focused, the product categories are intended to extend to include windsurfing, wing foiling and functional apparel.