FIRST LOOK: Cervélo - Road Cycling UK

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Van Nicholas

Madison is pleased to announce that they are now the exclusive distributor of Cervélo Cycles for the UK and Republic of Ireland. This basically means that consumers will be able to buy Cervélo via Ultimate Pursuits website and selected stores UK wide.

“We are delighted and excited to be the exclusive distributor of Cervélo Cycles,” said Dominic Langan, Managing Director of Madison. “The bikes are at the top of their game thanks in the main to the company’s relentless focus on product excellence. In this regard Madison and Cervélo have a great deal in common and we look forward to further establishing the Cervélo brand in the UK. We now have a very strong and compelling product offering to suit all tastes which further strengthens Madison’s position in this sector of the market.”

“We are very pleased to award Madison the exclusive distributorship of Cervélo,” said Gerard Vroomen, Co-founder, Cervélo Cycles Inc. “Strategically it provides us with a strong sales foundation in this important cycling market and aligns us with one of the best and most dynamic distributors in the world.”
Founded in 1995 and still run by two engineers, Phil White and Gérard Vroomen, Cervélo have the simple mission of helping their customers win races. It is safe to say they are delivering on that, on a number of fronts.

Team CSC, the #1 ranked bike team in the world, ride Cerv‚los exclusively. One of Cervélo’s triathlon models, the P3, is the most winning bike in Ironman history (currently with over 20 victories) and Cervélo’s newest model, the Soloist Carbon, was awarded the “2005 Bike of the year” honors by Pro Cycling, Best Team Bike by readers and the Best New Bike by the Cycling Weekly readers.
Cervélo Cycles was launched to the UK public at the Triathlon, Cycling and Running Show 2006 taking place at Sandown Park, Surrey, 25th to 26th March.

About Cervélo Cycles

Phil White and Gérard Vroomen founded Cervélo Cycles in 1995 when their design for a new time trial bicycle, built at the request of a professional cyclist, failed to garner interest from traditional cycle manufacturers. Today, Cervélo Cycles is the largest time trial bike manufacturer in the world. This Canadian company is internationally recognized as one of the most innovative and fastest growing bike manufacturers the sport has seen in years.

Van Nicholas

In 2002 Cervélo entered into a major partnership agreement with the successful Team CSC. According to Bjarne Riis, Team CSC Manager and the 1996 winner of the Tour de France, “Every little edge I can find for my team can prove to be the deciding factor. That’s why we’ll be on Cervélo’s this year.” Based in Toronto, Cervélo currently produces nine different models and a full line of cycling apparel. Their products are available internationally. Please visit for further information.


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