Nukeproof has been sold by Frasers Group PLC to Belgian Cycling Factory, the owner of Ridley, sparking hopes that we may soon see its bikes back in shops.
The turmoil sparked by the Covid-19 pandemic saw numerous cycling brands’ fortunes plummet, with few more newsworthy than Wiggle Chain Reaction and its associated brands – which included Nukeproof and Vitus.
Mike Ashley’s Frasers Group purchased the online retailers and brands from the administrators In 2024, seeking to grow its UK business, which also includes Evans Cycles.
Information at the time suggested that Frasers may resurrect the brands, or allow licensing of their names. Now Nukeproof is making a comeback but the future of Vitus remains uncertain.
Belgian Cycling Factory (BCF) says it is committed to maintaining the legacy of the Nukeproof brand, which has been around in various forms since 1990.
Jochim Aerts, CEO and owner of BCF, says: “Nukeproof is a brand with an incredible history, a fiercely loyal fan base, and a reputation for building some of the most exciting mountain bikes in the world. We are committed to preserving that legacy, investing in innovation, and ensuring that both existing and new riders continue to get the best.
"This is an exciting new chapter, and we’re looking forward to building the future of Nukeproof together.”
What will return?
BCF has purchased existing Nukeproof intellectual property – this would include the existing bikes in the range, as well as componentry.
As such, it is likely we will see the return of bikes such as the Digger gravel bike, Reactor trail bike, Mega and Giga enduro bikes and the Megawatt eMTB.
In addition, the extensive range of Horizon wheels, cockpits and pedals may also return.
Part of the deal means key members of the Nukeproof team have already joined BCF, suggesting the brand’s new owners have serious intentions of bringing existing and new models into the Nukeproof range.
Once the brand is properly re-established, it's expected that the bikes and components will be available via BCF’s existing distribution network.
BikeRadar doesn’t yet have a timeline for when we will see the return of Nukeproof to our shops.
