BikeBiz Bicycle and cycling retail news
ZyroFisher has announced the signing of a sole distribution partnership with Sweet Protection, the protection brand from Trysil in the Norwegian mountains.
The new partnership will see ZyroFisher supply retailers with Sweet Protection in the UK and Ireland.
The Sweet Protection team believes in giving everyone the confidence to test their boundaries, driven by knowing they have the best protection at their back (or on their head), and ultimately, that feeling of aliveness is what makes life taste sweet. All this drives the Sweet Protection motto of “Live to play another day”.
After months of hard and fun work, we’re incredibly proud to welcome Sweet Protection to the ZyroFisher brand portfolio. Sweet Protection is participating at the pinnacle of all cycling categories through the PAS Normal Racing Team, Alex Vermeulen (Gravel), UNOX-Mobility Men’s and Women’s Teams (Road), Vali Holl, Emil Johansson (MTB) to name but a few!
In addition, the list of Snow athletes is equally impressive, including Alexander Steen Olsen and Henrik Kristofferson. The brand’s ethos and incredible products have been the driver for this agreement from day one and we can’t wait to share this with our dealers. We’d also like to take this opportunity to thank Groove Armada for all their work with Sweet – Tony Vickers, Head of Brands at ZyroFisher
Atle Enberget, Director Sales & Marketing at Sweet Protection, added:
“It brings me immense pride to embark on this partnership with ZyroFisher, a company that, like us, values innovation, quality, and long-lasting relationships. With ZyroFisher, I am confident that our brand’s legacy will reach even more people in the UK and Ireland.”
ZyroFisher will supply Sweet from August 1st, 2025, servicing both in-season and looking ahead for pre-books for Bike 2026. For the Snow business, ZyroFisher will be taking full responsibility from December 1st, 2025.
ZyroFisher will be exhibiting the brand in the UK at the Rouleur Live show in November and COREbike in February.
