Outdoor & Sports

We entered the bicycle and outdoor category in 2010 and have built it into a Gulf leader, representing major global brands — Cannondale, Focus, Spartan, Royal Baby, Allen Racks, SYN and Favero. It's a young division backed by a century of regional trading experience, active across the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman.

Every channel, every rider

Cycling isn't one market — it's many, and we cover them all. From hypermarkets serving families buying their child's first bike, to sporting-goods chains outfitting weekend riders, to independent bike dealers (IBDs) supplying serious cyclists, we understand what each channel needs and stock it accordingly. Few distributors in the region can speak fluently to all three.

Our edge is depth

We don't just sell bikes; we deliver the complete cycling and outdoor solution. That includes an in-house workshop that services bicycles and e-scooters — a level of after-sales support few distributors in the region can match, and one that keeps both riders and retailers loyal.

Winning the shelf

Our 30+ in-store promoters are where the sale happens. They secure maximum share of shelf, drive on-time replenishment so bestsellers never run dry, and sell riders on the brands we carry — the difference between a bike that sits and one that rolls out the door.

Building the culture

We take cycling seriously as a family activity. We organize community rides across Dubai and partner with retailers on safe-riding initiatives like the Helmet on Heads campaign. We run in-store events and activations, and build brand exposure online through influencer and social collaborations — as Spartan does across its own social channels — turning reach into demand.

Selling everywhere shoppers look

Beyond the shelf, we run a full e-commerce operation across Amazon, Noon and the region's other marketplaces — managing Amazon Ads and Meta Ads, branded store pages, and A+ content and SEO so our brands are always found and always selling.

The Cyclery — our proof of concept

To understand the independent bike dealer, you have to be one. The Cyclery is our own flagship Cannondale store in Dubai, built for serious and professional cyclists — a full road, gravel and mountain range, a dedicated bike-fitting lab, power meters, components and expert servicing.

Running it teaches us what the specialist channel truly needs, and proves to every IBD we supply that we understand their business from the inside. It's where our distribution expertise meets riders face to face.

The Cyclery is also the hub of our riding community. We host regular community rides that bring together everyone from committed amateurs to elite riders — building the culture that grows the whole category, and keeping us close to the cyclists our brands are made for.

Visit thecyclery.cc →