BikeBiz Bicycle and cycling retail news
Silverfish has announced the growth of its European presence, thanks to additional hires and a new marketing partnership. The company says they are “ramping up their European presence with a major focus on the German-speaking markets.”
Joining the team to support this growth is Lukas Kühar, who steps into the role of Sales and Warranty Support Manager. Silverfish says his appointment ensures an even smoother service for both retailers and end consumers alike. Lukas is a keen rider and passionate about establishing Silverfish as a household name in Germany, Austria, and beyond.
Lukas is the perfect fit for our team. His passion for riding and charging in the mountains, coupled with his ‘solution focussed’ mindset will help us streamline our service and provide greater customer-centric solutions. We’re thrilled to have him on board! – Alex Metcalfe, Commercial Director Silverfish
Silverfish x Rocketfuel
Silverfish has also partnered with Rocketfuel, an agency from Innsbruck, to lead their strategic marketing efforts across Europe. Rocketfuel’s deep roots in the cycling industry and abilities in crafting tailor-made campaigns will help position Silverfish’s brands in the European market.
Together, they’ll shape Silverfish’s European marketing strategy, starting with the German-speaking regions, and roll out fresh, creative campaigns to boost brand awareness and bring Silverfish into the spotlight across Europe.
With Rocketfuel, we’ve found the perfect agency to bring our European vision to life. Their ability to capture the passion of the cycling world and translate it into powerful messages will allow us to connect closer with brands, partners and consumers in exciting new ways – Alex Metcalfe, Commercial Director Silverfish
A Fresh New Look for Silverfish in Europe
The company says that for over 25 years, they have been a trusted name in its home markets of the UK and Ireland, successfully establishing premium cycling brands in these markets as well as Germany, Austria, and Benelux. Known for their strong corporate identity and deep love for mountain biking, Silverfish has become a staple in the UK’s MTB and Gravel scene.
Now, Silverfish is bringing the signature “The Fish” bike lifestyle to Europe with the launch of their new Silverfish Europe website in Q2/2025. The site will offer a comprehensive look at the brands and products for dealers and consumers, however, a b2c shop is currently not planned.
