The Pon.Bike group breaks with traditional distribution and will operate in direct sales in Iberia

The map of bicycle distribution in southern Europe takes a turn following the announcement that Pon.Bike has decided to directly take over the marketing of its brands starting July 1, 2026, in line with a strategy it is already applying in other European markets.

Pon.Bike will start selling directly in the Iberian Peninsula from July 2026

For the past five years, Bicimax has been the official distributor in Spain, Portugal, and Andorra for key brands of the group such as Santa Cruz, Cervélo, Reserve, and GT. During this period, the company has worked on the commercial development and positioning of these brands, strengthening their presence in stores and consolidating their growth in the Iberian market.

The change in model means that Pon.Bike will abandon the traditional distribution system to move to a direct sales structure. This will imply that all commercial operations, as well as warranty management, will no longer depend on Bicimax and will be fully assumed by the group itself from that date.

RECOMENDADO

A 2021 Canyon with a dropper post—what’s the story behind Shimano’s blue bikes?

30-minute roller sessions to improve

No time to train? Here's how you can keep improving on your bike

Understanding the RPE scale is key to training based on how you feel

Pogacar and the limits of the tire: Roubaix will determine how far one can go

How, when, and how much: the ultimate guide to carbohydrates for cyclists

Until then, Bicimax will continue to operate normally and guarantee the supply and service of the affected brands until June 30, 2026. From the following day, the complete transition to the new model will take place.

Bicimax has emphasized that the decision responds to a global strategy of Pon.Bike and has wanted to highlight the work done during this cycle, emphasizing the closeness to the market and the effort to build a solid representation of the brands in the region. Additionally, they have thanked the support of stores, customers, and collaborators who have accompanied this growth process.

This move reinforces an increasingly visible trend in the cycling industry, where large groups seek greater control over distribution and direct relationships with the market, reducing intermediaries and centralizing operations.

For its part, Bicimax has confirmed that it will continue to focus on its activity as a distributor, with the aim of continuing to work with leading brands and maintaining its role within the sector.