News Article

Direct365 Partners with Ironman


EAST LEAKE, UK – Direct365 and IRONMAN® have teamed up to launch an exclusive range of recreational sports road bikes and lightweight kids sports hybrids under the Ironman brand.

Direct365 Partners with Ironman
One of the bikes with ‘Ironman spirit’. – Photo Direct365

The initial range consists of 14 models that are designed to meet the needs of fitness and recreational riders. The bikes are made of lightweight alloy frames and components, and are ideal for a daily workout, a fast commute, or a casual weekend ride. The bikes are produced at Meghna in Bangladesh.

Ironman spirit

“The ability to work with Direct365 on a bike that anyone and everyone can ride is a great opportunity to connect not only with our athletes but also their family and friends that enjoy physical activity,” said Nathalie Bishman, Senior Director of Global Licensing for Ironman. The Ironman spirit goes beyond race day and this bike launch certainly broadens our appeal across all levels of endurance sports.”

 More people getting into cycling in UK

Neal Holdsworth, Managing Director of Direct365 commented “This is an exciting opportunity for us, and we are thrilled to partner with Ironman to bring these bikes to UK consumers. With the success of British cycling over recent years and more people getting into cycling, UK riders are doing more research and looking for more ‘fit for purpose’ bikes. The Ironman brand and product positioning are perfect for the leisure road sector and for the lightweight, kids sports hybrid market that’s booming.”

The initial range is available at Halfords, Argos, Amazon UK, Littlewoods, and

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