Who are we?

Axel Imports is one of the UK’s fastest growing bicycle distribution specialists, providing access to a growing range of innovative premium products. Axel Imports blends extensive in-depth bike industry experience with blue chip commercial experience to provide top tier products to first rate specialist cycle retailers. 

Since its inception, Axel Imports has established itself as a company capable of investing and developing brands and prides itself on providing a high level of customer care and personal attention. 

Where did we begin?

In autumn 2007, Andy Foley, a frustrated bike loving IT employee for a major blue chip company, sat in an airport waiting for yet another delayed plane to get him home to try and kiss his daughter good night. Meanwhile in Bikelab, a boutique bike shop in Poole, an ever eager Clive Gosling was considering adding a distribution arm to his growing retail business. Fast forward six months and add in a little dusting of good fortune, chance conversations and more than a few coffees, Axel Imports was formed.

Our view…

We have a simple view, invest and develop premium bike brands and provide the highest levels of customer care and personal attention possible. Oh and make some money, drink coffee and maybe get enough time to ride our bikes!

Our Products...

Axel Imports are the exclusive UK distributor of Guru Bikes, Industry Nine wheels,New Ultimate Components EsiGrips and King Cage. 
Guru are a Canadian company that specialise in custom road and Tri bikes. They are manufactured from the best titaniums, steels and carbon fibre that they can find and feature full custom geometry making Guru one of the only full custom monocoque manufacturers on the planet. Industry Nine wheels are made in Asheville NC and redefine the meaning of super light, fast, stiff and strong wheels with the added benefit that they are beautiful to the eye. A great company where 8 guys do everything from machining to wheel building to marketing.
If you think 8 guys are too many then Ron Andrews at King Cage really does do everything, from handmaking his Titanium and Stainless bottle cages to inventing quirky and unusual products like the "top cap bottle cage holder" Ron truly is an artist!
In terms of artistry New Ultimate make some of the lightest and smartest components that you will find anywhere. Famed for their light weight they are adored by weight weenies and those looking for something a little more exclusive to finish their perfect steeds. Lastly for those looking for new levels and comfort and light weight look no further than the 100% silicon Esigrips, available in a range of colours each have a different weight on the packet, thats how cool the are, which is why the Trek and Gary Fisher MTB teams cant live without them.For Further information on all our products check out our facebook page or the links.