You are here

Lucidity Business Development To Partner With Belgian Cycling Factory In The United States

Published January 27, 2021

BRAIN does not edit, endorse, or fact check these press releases. They are posted as a service to our readers and supporters. Contact us to submit a press release or if you find a posting objectionable.

CARLSBAD, Calif. –  Lucidity Business Development, business partners of Selle Italia saddles and Northwave cycling shoes, today announced that effective immediately it will begin sole U.S. distribution and marketing services for two Belgian Cycling Factory brands, Ridley Bikes and Forza components.

"Lucidity has the knowledge and skill to help us achieve our goals in the United States," said Jochim Aerts, the CEO of Belgian Cycling Factory.

Lucidity, which functions as more than traditional distributor, handles U.S. operations for a growing number of brands and effectively builds demand with a time-tested success formula that combines event and traditional marketing, social media, and public relations.

Lucidity will warehouse Ridley and Forza components in California and work to re-establish both brands' omnichannel sales pipelines. BCF's Eddy Merckx bicycles will continue to be distributed by North American Cycles.

Richard Wittenberg, the principal of Lucidity Business Development, managed international operations for Ridley Bicycles before founding his company. He welcomed the brand back, saying, "So many years after I managed Ridley around the world, it's an honor and a privilege to start this U.S. partnership with Belgian Cycling Factory."

As Wittenberg and his team begin the process of re-establishing contact with the brands' previous base of dealers, he encourages those interested in learning more about Ridley and Forza programs and pricing to reach out to Lucidity by calling (888) 905-8243.
# # #

Belgian Cycling Factory, headquartered in Paal, Belgium, designs, manufactures, and distributes Ridley and Eddy Merckx bicycles, as well as Forza components. Led by CEO Jochim Aerts, Belgian Cycling Factory represents the best of Belgium's storied cycling dominance.

Ridley, founded by Jochim Aerts in 1990, is known for high-tech and customizable sportive bikes. Since 2005, Ridley has sponsored professional cycling teams at the highest levels of international competition, a statistic only two other brands can match and proof of the innovative spirit that drives the brand.

Lucidity Business Development of Carlsbad, Calif. helps companies grow in scale domestically and internationally. With expertise in assembly, logistics, customer care, sales, marketing, distribution, product development and c-level advising, it creates winning solutions for clients in the bicycle and outdoor industries.

Join the Conversation