Bikefitting.com is going global with Norwegian BikeFolder, expanding the Shimano-backed digital bike-fitting platform well beyond its initial Nordic regional rollout in 2025. The partnership combines Bikefitting's technology with BikeFolder's "digital bike garage," completing the digital ecosystem for cyclists and retailers.

SQlab has developed a digital sales tool called Profiler app, which guides shop staff through the process of determining ergonomic products, tailored to the customer's needs. The brand has always focused on strengthening local shops, by providing their measurement experience on-site and training their retailers to be experts in bike ergonomics. But limiting factors like time and staff shortages forced them to support local retailers in different ways.

In line with Shimano future vision aimed at optimizing the level of service to customers, the company decided to transfer all its sales, marketing and

For an undisclosed amount, Shimano Europe bought the Dutch specialist in determining optimum bicycle positioning and frame geometry; Bike Fitting.com BV.