![]() “Our job is to ensure we meet this demand and exceed expectations on service.” “Racing and winning the biggest cycling events in the world is having a significant impact on all categories: from road and gravel, to XC, DH and e-mtb. Graeme said: “Demand for the Cervélo and Santa Cruz brands is booming in Australia right now. ![]() “With the success we have seen in Australia, the natural progression was to build on the great work from Lusty and Pon.Bike and align our brands under one team … the new entity Pon.Bike Performance Pty Ltd (PBP).”Ī statement from Pon.Bike said the new PBP sales, marketing and customer service team, led by Pon.Bike Australia’s founding CEO and the new PBP managing director Graeme Moffett, will “work closely with our retail partners to grow the brands and service our network at the highest levels”. “Australia is a very important market for our brands, with a rich history in both mountain and road,” he said. Tom said aligning the distribution of Cervélo and the Santa Cruz Bicycles brands under one team was a natural progression for the Australian market. Pon’s purchase of Dorel Sports late last year made it the world’s biggest company of e-bikes and non-electric bicycles. “While we are moving on, we will always have huge respect for the passion and enthusiasm everyone at Lusty showed our brands.”ĭutch conglomerate Pon Holdings purchased the previously independent Santa Cruz Bicycles in 2015, three years after acquiring Cervélo. “With the success we have seen in Australia, the natural progression was to build on the great work from Lusty and Pon.Bike and align our brands under one team.” “They became an extension of the family and we cannot thank them enough for all the great work. ![]() “All at Santa Cruz Bicycles would like to thank Johnny and the team at Lusty for the incredible support over the years,” Pon.Bike Performance chief commercial officer Tom Larter said. Santa Cruz Bicycles includes the Santa Cruz, Juliana and Reserve brands which, under the arrangement, will no longer be distributed by Newcastle-based company Lusty Industries. The two operations will come together under Pon.Bike Performance, based in Adelaide, as a unified group from the 1st January 2023. Cervélo Cycles and Santa Cruz Bicycles this month announced the establishment of a new team in Australia to directly serve retailers and riders. ![]()
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