Madison has become the exclusive UK and Republic of Ireland distributor for iGPSports, a Chinese cycling electronics brand, adding its lineup of bike computers and related tech accessories to the distributor’s retail network.
iGPSports produces a variety of cycling computers and positions itself as an affordable alternative to established players like Garmin and Wahoo.
Five GPS bike computers from the Chinese manufacturer will be carried by Madison, with retail prices spanning from £39.99 to £219.99.
The distributor’s inventory will also feature an iGPSports sportswatch priced at £199.99, a smart light collection that includes four front lights ranging from £29.99 to £79.99, a rear radar light at £79.99, and additional rear lighting options. Chest and arm-based heart rate monitors, along with speed and cadence sensors, will round out the available products.
Complementing the Coros Range
Madison already serves as the UK distributor for prominent cycling brands including Shimano, DT Swiss, Park Tool, Mavic, and Vittoria, while also managing its own in-house labels.
According to the company, iGPSports will work alongside Coros, which Madison has distributed since last October, to strengthen its overall technology offerings.
Madison CEO Dominic Langan stated that iGPSport’s product range provides retailers with “an exciting range at a truly compelling price point.”
“Together with Coros, we now have a very strong and complete technology proposition that can challenge the long-established names in the category,” Langan added.
Aggressive Pricing Strategy
While Madison has not yet disclosed full specifics of its iGPSports lineup, the distribution deal for the UK and Republic of Ireland reflects the broader expansion of Chinese cycling brands into Western markets.
A number of Chinese cycling companies, iGPSports included, have built a reputation for offering products at highly competitive prices.
In the professional road racing scene, Astana now competes in the WorldTour aboard X-Lab bicycles, having previously used Wilier bikes.
Component manufacturers such as L-Twoo and Wheeltop are likewise taking on Shimano, SRAM, and Campagnolo. Additionally, Whaleroad’s 14-speed drivetrain was recently showcased at Sea Otter Europe.
Panda Podium operates as an online seller of Chinese cycling goods. Its British founder, Joe Whittingham, told BikeRadar in March that the gap between Chinese cycling products from a decade ago and those available today is “night and day.”
Whittingham attributed the progress of Chinese cycling brands to Western companies relocating their manufacturing to the country. “As more and more brands moved production to mainland China, the local expertise and supply chain grew rapidly,” he explained.
He further noted that the emergence of Chinese brands ought to push Western manufacturers to reduce their prices.
Warren Rossiter has recently made the case that this shift is already underway. In Warren’s view, Chinese brands have “sparked a price war,” prompting companies like Canyon, Cube, and Ribble to once again offer competitively priced bicycles. However, he also warned that other cycling brands “still need to react to this changing market and the increasing popularity of Chinese brands.”
