Belgian Cycling Factory is on a mission to grow while others retreat. With the revival of Nukeproof and the launch of Aeres, CEO Joachim Aerts is positioning the company as a full-range supplier for riders and retailers alike.
While some big market players are discontinuing brands, Belgian Cycling Factory is going the opposite way. At the end of February, it acquired iconic mountain bike brand Nukeproof from the bankrupt assets of Signa Sports United. And at Eurobike the Belgians soft-launched Aeres, a new utility e-bike brand, expanding its portfolio beyond Ridley and Eddy Merckx.
Of his plans with the new brands and beyond, CEO and owner Joachim Aerts told the Show Daily: “With its rider and retailer-centric model, BCF wants to offer bicycle dealers a comprehensive line-up supplied by one partner. By bringing back Nukeproof as a brand that covers all aspects of mountain biking and launching Aeres as a utility e-bike brand, we are making a big step in that direction. With Aeres, we’re only showing two model platforms at Eurobike, with many more to follow at 2026’s Velofollies fair in Belgium.”
With the performance-oriented Ridley brand, Aerts wants to now push into the triathlon segment. “We already have quite some experience in terms of aerodynamics and we can make good use of our in-house wind tunnel, as our new Triton Fast model goes to show,” Aerts said. “Our next task will be to work on a clear positioning of the four brands operating under BCF’s roof, sharpen their respective profiles and eliminate overlaps between the brands.”
In other words, BCF’s ambitious journey to become a full-range supplier has only just started.