The Canadian bicycle manufacturer Argon 18 has just marked a milestone in its history by signing a partnership with a team competing in the Tour de France. It joins a select group of brands represented in the world’s most prestigious cycling event. This new, three-year agreement attests to the recognition of the quality of Argon 18’s bicycles and expertise by the international sports elite.
“This is a historic announcement for our brand and for our team! The Tour de France is the undisputed benchmark. It’s an important step for us, since it secures Argon 18’s position among the world’s top brands,” explains Gervais Rioux, Olympian and the company’s founder. “We were excited to announce that we had reached an agreement with a team that is currently participating in the Tour de France. Unfortunately, we can’t disclose which team it is at this point because of contractual questions. We’ll have to wait until the end of the Tour to do so, but I can assure you that we’ll be following the team closely until then!” adds Martin Rioux, co-owner and President of Argon 18.
Product quality tips the scales in favour of Argon 18
Many other bicycle manufacturers were vying for the sponsorship, but the team’s managers preferred to opt for Argon 18’s product quality. In the end, the Montreal-based company landed the contract with an agreement that includes bicycles, of course, service for the team as well as a substantial financial contribution.
The result of a well-planned business strategy
The company has been working tirelessly for the past 25 years to position Argon 18 as one of the world’s top brands of specialty bikes. The team, with its strong focus on R&D, has always embraced innovation. Argon 18 pioneered the full integration of stem, fork and handlebar, also known as the ONEness concept. This concept is now found in close to 35% of the triathlon bikes used in Ironman events worldwide (all brands). Moreover, Argon 18 is ranked eighth among the most represented brands in competition. “Every year, Kona serves as the barometer to situate us vis à vis the competition. In just two years, the number of athletes riding our bikes has grown by 26%. It’s clear that the excellent reputation of our products is growing exponentially,” says Stéphane Mayer, Argon 18’s General Manager.
This announcement heralds strong growth for the Canadian company, since the visibility afforded by the Tour de France sponsorship provides an incomparable springboard for developing new markets and bolstering its presence in its current territories.
About Argon 18
The Argon 18 brand is available in almost 40 countries around the world. Year after year, the Montreal-based manufacturer maintains its success through its unwavering commitment to innovation and to offering top-performing bicycles in the industry, tailored to each cyclist’s body measurements. This has been the leitmotiv of Argon 18’s founder and former cycling champion, Gervais Rioux, since the Canadian company’s beginnings 25 years ago.