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About us

Welcome to Bikesportz Imports, Australia’s leading supplier of premium, ‘A Brand’ cycling parts and accessories solutions, to the Australian bicycle industry.

For over 30 years, Bikesportz Imports has played its part in the development of the Australian bike industry, from a fledgling, enthusiast based cottage industry, to the ever modernizing, more professional and dynamic industry it is today.

Bikesportz and its highly motivated staff of passionate bicycle industry professionals, are determined to provide the best products, service, investment and partnerships to Australia’s broadening base of bicycle industry retailers. The end result being a better supplied and supported consumer base, for a growing and diversifying cycling market that expects, demands and deserves more.

Company history

Bikesportz Imports was founded by its owner and Managing Director, David Cramer, as a successor to the small but nationally prominent Melbourne import business, CWC Imports; which itself was created in July 1987 as the wholesale offshoot of the Cramer family's iconic Melbourne city center bike shop, Cecil Walker Cycles. Despite its growth since its inception, Bikesportz remains to this day, a family company.

Since its humble beginnings as an upstairs office above his family’s bike shop, Bikesportz Imports has grown to represent over 15,000 products, from 19 of the world’s leading cycling brands, originating from 10 different countries. We employ a leading stable of sales representatives in every major territory in Australia, who service nearly 1000 retailers. Our field reps are backed up by our office based team of Brand Managers, Customer Service, Marketing, Accounts, Administration and Logistics staff.

A family of brands

BikeSportz prides itself with having one of the leading "families" of brands in the Australian bike industry. All of them are "A" brands or indeed, market leaders. The quality, image and strive for excellence here at BikeSportz is reflected in the brands that we represent.

With this stable of industry leading ‘A brands’, we are able to offer to bicycle retailers an unsurpassed menu of products that cover the full spectrum of cycling retailers’ and consumers’ needs and desires; from Asia’s unbeatable quality for value, to the cutting edge design and desirability of Europe’s and America’s finest marques.

The Bikesportz "Engine Room"

A large, professional warehousing and logistics operation is coordinated by warehouse and dispatch staff that gets literally thousands of BikeSportz products out to hundreds of retailers every day. We are always working harder to improve order and dispatch systems and work closely with freight companies to see that the right goods get to the right people as quickly and accurately as possible.

Bikesportz offers its industry leading ‘Freight Saver’ Programme to every retailer in Australia, guaranteeing that every store gets the best value freight charge possible, with the majority of Australian stores able to qualify for free freight on nearly every order.

Selling partnerships and products

Our professional Customer Service Team consisting of in-house Brand Managers, Marketing and Graphics team, Customer Service staff and our Australian wide Territory Managers, work hard to not just sell and explain our products but also to build longstanding partnerships and relationships with all our customers, that offers a genuine value add to their business.

Whether it is on the phones at our Melbourne office, at Trade Shows and expos, on the road or in the stores, Bikesportz is dedicated to seeing that all our brands are proactively promoted, presented and supported.

Investing in our dealers

Whilst all of our brands are market leaders and desirable to stores, we realise that this is not always enough to guarantee that our products will do well. It is how the products are presented in-store and merchandised that separates Bikesportz' brands from our competitors.

We have invested heavily in developing multi-use and modular point of sale systems and displays for all our products and proactively distribute these to any store that wishes to professionalize their merchandising. This gives our brands guaranteed visibility, prominence and priority in stores and allows us to also invest in the continuing prosperity of all our dealers who clearly benefit from these shop-in-shop displays.

We continue to work on how we can best supply not only products, but true category solutions to all our retailers. Bikesportz aims to help bicycle retail businesses work more effectively and efficiently and also look attractive and professional.

Trade shows and expos

As well as the annual Tour Down Under, we are regularly involved at expos and events such as The Cadel Evans Great Ocean Road Race, World Championships, National Titles, and at many other top cycling and triathlon competitions and mass participation events, around the country.

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