Source: Belgian Cycling Factory

Renowned mountain bike brand Nukeproof, which was acquired in February 2025 by LEVA-EU member Belgian Cycling Factory (BCF), is making a transition from a direct-to-consumer model, to a global dealer and distributor network under the guidance of Global General Manager, Russell Merry.

The Nukeproof brand is long-established, founded in 1990 in the USA, and has a strong reputation with both elite riders and keen amateurs, thanks to cutting-edge geometry and durability. The Nukeproof product line-up includes electric trail/all mountain and enduro models, as well as a variety of non-electric MTB categories for adults and children.

Asked by BCF about new priorities for Nukeproof under the BCF umbrella, Merry stated:

“We have pivoted Nukeproof from a consumer direct brand, sold globally by Chain Reaction Cycles and Wiggle, to a dealer and distributor-led brand through the BCF network. This is a dramatic change, but one that has seen dealers genuinely surprised by the demand for Nukeproof products and the passion for the brand from riders who previously didn’t visit their local shop for Nukeproof.“

“We are putting Nukeproof in front of dealers at shows such as Velofollies and exhibiting at the Taipei Cycle Show. As of March 2026, we have 10 new distributors and over 300 BCF dealers recruited.”

The conversation was conducted ahead of the recent news that seven new partners were added to the Nukeproof distribution network, including new channels for the Southern Hemisphere in Australia and New Zealand. When asked about the new distribution model for Nukeproof under the BCF umbrella, Merry stated:

“We have transitioned from a UK-based mail-order brand to a distributor and retailer-led model, so having local experts in every country is key. In the UK and many parts of Europe, we have our own offices, but we are not experts in regions such as South America or Asia. Therefore, we work with the best distributors to deliver the best local experience, not a bike in a box shipped from the other side of the world.

“If I were a bike dealer, I would make sure I was the official dealer in my area now, because the journey Nukeproof is on is to become the most successful MTB brand in the world within five years. With the backing of BCF and the team we have in place, that ambition is absolutely achievable.”

Merry was also asked about additional models that may be in development, and dropped hints about new products in their eMTB range, as well as highlighting the benefits of purchasing through independent bicycle dealers:

“We know the e-MTB market has seen oversupply, but new motor suppliers will bring innovation, matched with our frame developments. This will encourage riders to consider full-price products again because they have genuinely moved forward.

“We are open to new technology and are working with new vendors to produce carbon and alloy frames in new ways, improving both performance and pricing. Nukeproof has four new Tracker hardtails at €1,000 and below, new kids’ bikes, and a new 170mm suspension bike called the Tracker FS at €2,499, bringing value back to mountain bikes so riders can once again buy from IBDs rather than online brands and still get a class-leading product.”

The full interview can be read here.