SAN DIEGO (BRAIN) — Maxima Racing Oils, a 35-year-old powersports brand, has a new bicycle division and product line.
For over a decade, Maxima has supplied lubes and related products to bike OEMs, including suspension makers. It's also made products on a private label basis for some brands. This will be the first time it marketed products for bicycles under its own name.
The Maxima Bike division will offer wet, dry and wax-type chain lubes, suspension fluid, a bike cleaner, seal grease, and brake fluid. In aerosol cans, Maxima will offer a clear-coat protector, an electronics cleaner and a suspension cleaner. Maxima blends and bottles all its products in-house in San Diego.
"The largest driver for why we are getting into bike lubes is that we are (bike) enthusiasts here," said Sean "Griz" McClendon, Maxima's bike division manager. "The largest driver is to give back to the sport."
McClendon is a retired professional DH racer and also the former associate editor of Decline magazine. He's also worked for Bombshell Precision Billet, a BMX manufacturer.
Because of its motorsports background and contacts, Maxima plans to first focus its marketing on the DH/Enduro side of the sport, and then move its promotions into general mountain biking, road and BMX, McClendon said. The company expects to announce the sponsorship of several major teams and riders in the coming weeks.
Maxima is currently seeking distributors in the bike industry, he said.