Bike industry: Belgian Cycling Factory takes over mountain bike brand Nukeproof

The Belgian Cycling Factory (BCF) has made a strategic acquisition in the mountain bike segment - as reported by various sources. The Belgian bike manufacturer, which already owns the Ridley and Eddy Merckx brands, has acquired the American mountain bike brand Nukeproof from the British Frasers Group. With this step, BCF aims to strengthen its position in the growing MTB market and expand its existing product portfolio. Nukeproof was founded in the USA in 1990 and has since made a name for itself for innovative designs, progressive geometries and robust construction. The brand is regularly represented on the podiums of the Downhill and Enduro World Championships and enjoys a loyal fan base among ambitious amateur riders and professional athletes.

Integration into the BCF portfolio

Nukeproof will be integrated into the sales structures of the Belgian Cycling Factory from mid-2025. This will potentially significantly expand Nukeproof's reach. Jochim Aerts, CEO and owner of BCF, emphasises the importance of the acquisition according to SAZ: "Nukeproof has an incredible history and a dedicated community. We want to preserve this heritage, invest in innovation and ensure that both existing and new customers get the best driving experience." To maintain continuity, several members of the previous Nukeproof team have already transferred to BCF. They will contribute their experience and understanding of the brand DNA.

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Background: the Signa bankruptcy and its consequences

The Frasers Group only acquired Nukeproof in 2024 as part of the takeover of the Online retailer Wiggle and Chain Reaction Cycles acquired. These had gone bankrupt in the course of the Signa Group, specifically Signa Sports United. Now Nukeproof apparently sees BCF as the ideal partner for the further development of the brand. As quoted by SAZ and others, Russell Merry, Managing Director Wheels of the Frasers Group, explains: "We know how passionate Nukeproof riders are worldwide and want to secure the future of the brand. With BCF, a company with innovative design and manufacturing expertise is taking the lead."

Future plans for Nukeproof

The Belgian Cycling Factory plans to utilise and further develop Nukeproof's strengths in the gravity sector. The company would therefore like to invest in innovations and possibly expand its product portfolio. The existing heritage of the brand is to be preserved and the dedicated fan base further cultivated. At the same time, Nukeproof should benefit from BCF's resources and expertise. The Belgian manufacturer has extensive experience in the development and production of high-performance bicycles, particularly in the road bike sector. These competences could now also flow into the further development of the Nukeproof models.