The Maxxis Factor: Tyre icon partners with BIKE Channel's The Coach Pro series

The world’s largest bicycle manufacturer, Maxxis, has signed a deal with the BIKE Channel, which will see the brand become the official tyre supplier of the hotly anticipated second season of The Coach Pro. 

This new deal with the BIKE Channel highlights the growing strength of Maxxis in the European road tyre market. The global manufacturer has dominated the premium tyre market in MTB for decades but the new deal demonstrates its ability and commitment to provide a range of tyres to meet all cyclists’ needs, including Road, BMX, cyclocross, urban, gravel, adventure and fat bike and e bike.

The Coach Pro television program is produced by the BIKE Channel, which is the first television channel dedicated to the world of cycling. The program follows two amateur road cyclists as they battle it out during a ten week training programme, to become a professional rider. The winner will gain a place on the Bike Channel Canyon team for 2018. The show is set to receive an estimated 1,000,000 viewers and will be broadcasted across all BIKE Channel’s networks including Sky, Virgin and FreeSat.

The BIKE Channel’s partnership with Maxxis, will give Maxxis unrivalled exposure to a vast audience, and will undoubtedly raise consumer awareness of the brand and its road offering. Customers will see the contestants and judges, including former World Tour professionals Rob Hayles and Brian Smith, sporting a range of Maxxis tyres throughout the series, demonstrating their quality and durability. With a Maxxis representative also discussing the features and benefits of the tyres used in the series, the high level of publicity that the show provides is sure to bring more customers to the doors of independent bike dealers up and down the country.

This isn’t the first time that Maxxis and the BIKE Channel have been associated with each other as the channel’s road cycling team, The Bike Channel Canyon, has chosen to ride the lightest road tubeless tyre supplied by Maxxis, the Padrone, in competition. Most recently, the team raced in the first round of this year’s Tour Series, and their very own Chris Opie rode on Maxxis tyres to secure first place in the men’s race. With the overall team finishing in second place close behind the leaders. The fifteen-strong squad consists of young, all-British cyclists who reap all the benefits of the race-ready Padrone tyre which features a 170 TPI casing with a carbon fibre bead and SilkShield technology. Such endorsement by a top team is also sure to drive further awareness of the Maxxis brand.

Maxxis’ managing director, Derek McMartin comments: “Last year we announced our plans to dominate across all cycling disciplines and this partnership demonstrates that we’re putting our money where our mouth is. Maxxis leads in mountain bike and with new performance-focused road tyres launching at the Taipei Bike Show earlier this year, accompanied with this and other high profile sponsorships, we’re serious about owning market share in the road category too.

“It’s fantastic to be able to announce the new deal with the BIKE Channel’s The Coach Pro series, which is the X Factor of the cycling world and has a huge following. We are already thrilled to have been picked by the channel’s road cycling team, The Bike Channel Canyon, which includes Chris Opie who we would like to congratulate on the recent win in the men’s race at Tour Series. We really believe this is a highly beneficial partnership for all parties, and will raise the awareness of our road offering. This is a chance for dealers stocking Maxxis road tyres, available through Extra UK or Madison, to capitalise on the extra publicity and cash in on the anticipated surge in demand for Maxxis’ road range.

“The show gives some extremely talented amateur riders who live and breathe the sport a fantastic chance to turn their passion into a profession. It’s a privilege to partner with any initiative that encourages people to pursue cycling, whether that’s as a hobby or a career. We will certainly be following the events in the show with great interest and wish all the best to all riders taking part.”

Filming of the show will take place between July and September, and the show will be broadcasted from August to October. The series will be repeated a further seven times across the following 10 months.

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