Silverfish UK
Silverfish UK is a privately held, 25-year-old specialty distributor that holds exclusive UK/Eire rights for 20+ premium MTB, cycling, and motocross brands, serving both consumers via e-commerce and independent dealers via a trade account programme, while operating the official FOX suspension service centre for UK and Eire.
- Company typePrivate
- Founded1999
- HeadquartersSaltash, United Kingdom
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Silverfish UK does
Silverfish UK, founded in 1999 and headquartered in Saltash, Cornwall, is a privately held specialty distributor of premium mountain bike, cycling, and motocross products serving the UK and Ireland market. The company holds exclusive distribution rights for more than 20 premium brands including FOX, Yeti Cycles, Norco, Race Face, Marzocchi, Michelin, TQ, 100%, Troy Lee Designs, and CushCore, organised across bikes (full-suspension MTBs, hardtails, gravel, e-bikes, frames), components (forks, shocks, drivetrain, cockpit, wheels), tyres and inserts, workshop tools, clothing and protection, and accessories/nutrition. Its underlying technology is an e-commerce platform that supports both direct-to-consumer sales and a B2B trade account programme for bicycle, motocross, and outdoor retailers, combined with a branch locator directing customers to a UK-wide network of independent stockists. Silverfish also operates the official FOX suspension service centre for the UK and Eire, providing authorised warranty servicing, technical training, and setup support. The business model combines wholesale distribution margins from trade accounts, retail margins from B2C e-commerce, and service revenue from FOX suspension work, priced at unit/list pricing with promotional discounting on the consumer side and account-based wholesale terms on the trade side.
Silverfish UK firmographics
Firmographics- Name
- Silverfish UK
- Legal name
- Silverfish
- Website
- https://silverfish-uk.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Silverfish UK is a privately held, 25-year-old specialty distributor that holds exclusive UK/Eire rights for 20+ premium MTB, cycling, and motocross brands, serving both consumers via e-commerce and independent dealers via a trade account programme, while operating the official FOX suspension service centre for UK and Eire.
- Ownership category
- akta.pro rank
Silverfish UK industry classification
Industry- Product category
- Cycling Products Distribution
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), E-Bike Retail (CRAMAHAE)
Keywords
Where Silverfish UK is headquartered
LocationHeadquarters
- HQ city
- Saltash
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Silverfish UK business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales (B2C): Direct-to-consumer sales of MTB bikes, components, clothing, accessories, and workshop products through silverfish-uk.com e-commerce platform
- Trade Distribution (B2B): Wholesale distribution of premium cycling brands to bicycle dealers, motocross dealers, and outdoor retailers through trade account relationships
- FOX Service Centre: Authorized service and warranty centre for FOX suspension products in UK and Eire, providing repair and maintenance services
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for consumers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Silverfish UK product offering
Product offeringCore offering
Silverfish UK is a multi-brand distributor of premium mountain bike, cycling, and motocross products, operating both a B2C e-commerce storefront (silverfish-uk.com) and a B2B trade distribution network serving independent bicycle dealers, motocross dealers, and outdoor retailers across the UK and Ireland. The company also operates the official FOX suspension service centre for the UK and Eire, providing authorized warranty repairs, servicing, and technical support for FOX forks and shocks.
Product overview
Silverfish UK is a multi-brand cycling and mountain bike distributor operating an e-commerce platform that serves both retail customers and trade dealers across the UK. The portfolio consists of multiple sub-brands organized into product categories: Bikes (including Norco and Yeti Cycles framesets), Components (FOX, Marzocchi, Race Face, Easton, SDG), Tyres & Inserts (Michelin, CushCore), Protection & Frame Care (DYEDBRO frame protection, Lizard Skins bar tape), Workshop & Tools (Birzman tools, Peaty's cleaning products), Clothing & Protection (100% eyewear/gloves/helmets, Troy Lee Designs), Accessories & Nutrition (Albek bags, Skratch Labs nutrition, TQ e-bike systems), and Braking (Galfer brake pads and rotors). Silverfish also operates the official FOX Service Centre for suspension maintenance and warranty in the UK and Eire. The business model combines direct-to-consumer sales with a trade dealer network accessed through a branch locator system.
Differentiator
Problem solved
Functional benefit
Products and services
- Bikes Distribution of electric bikes, frames, full suspension mountain bikes, hardtail mountain bikes, and gravel bikes from premium brands including Norco, Yeti Cycles, and OPEN Cycle. Targeted at mountain bike enthusiasts and dealers across the UK and Ireland.
- Components Distribution of forks, shocks, brakes, wheels, tyres, handlebars, stems, cranks, chainrings, saddles, seatposts, grips, bar tape, pedals, bottom brackets, hubs, and inner tubes from brands including FOX, Marzocchi, Race Face, Easton, CushCore, Galfer, Lizard Skins, SDG Components, and Michelin.
- Spares Spare parts for e-bikes, frames, TQ systems, and Yeti Cycles. Includes e-bike spares, frames spares, TQ spares, and Yeti Cycles spares for maintenance and repair.
- Workshop Tools & Maintenance Workshop tools and maintenance products including precision floor pumps, multi-tools, workshop tools, cleaning products, and lubricants from brands including Birzman and Peaty's.
- Apparel & Protection Cycling and motocross apparel and protection including helmets, goggles, gloves, shoes, and frame protection kits from brands including 100%, Troy Lee Designs, Ride Concepts, and DYEDBRO.
- Accessories & Nutrition Adventure bags, luggage, hydration packs, gear straps, and sports nutrition products from brands including Albek, Backcountry Research, and Skratch Labs.
- E-bike Systems E-bike motor systems and electric bike drivetrain solutions from TQ, including e-bike spares and components.
- FOX Service Centre Official FOX suspension service centre for the UK and Eire, offering servicing, warranty repairs, technical training, and setup support for FOX forks and shocks. Operated from the Wales service centre location.
- Trade Account Program B2B wholesale distribution program for approved bicycle dealers, motocross dealers, and outdoor retailers across the UK. Provides trade pricing and access to the full portfolio of premium cycling and MTB brands distributed by Silverfish.
- Norco Torrent DH Downhill mountain bike from Norco designed for lift service, shuttle laps, and trails, targeted at aggressive downhill riders. Distributed by Silverfish UK as part of the Norco product line.
Companies that use Silverfish UK
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Silverfish UK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Silverfish UK partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Troy Lee DesignsflagshipNew UK distribution partnership announced for Spring 2026. Silverfish will support Troy Lee Designs' existing UK dealer network with sales and service. Spring 2026 inventory is already in the Silverfish warehouse and ready to ship.
- FOXcoreSilverfish UK is the official mountain bike suspension service centre for FOX in the UK and Eire. This partnership enables authorized warranty repairs, servicing, and technical support for FOX suspension products across the region.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Silverfish UK competitors and assessment
Company assessmentDirect peers
- ZyroFisher: One of the largest UK cycling distributors, carrying many of the same premium MTB and component brands. Direct competitor for brand mandates and independent dealer relationships across the UK and Ireland.
- Madison: Long-standing UK distributor of cycling and outdoor brands to independent bike dealers. Competes head-on with Silverfish for premium brand distribution rights and IBD shelf space.
- Extra UK: UK-based distributor of cycling and outdoor brands serving independent bike shops. Closely comparable business model to Silverfish with multi-brand B2B distribution and a dealer network.
- Hotlines Europe: UK cycling distributor representing premium brands such as GT, Mongoose and others. Competes for the same IBD customer base and similar brand distribution mandates as Silverfish.
- Windwave: UK distributor of premium cycling brands. Competes directly for dealer relationships and high-end brand mandates in the UK cycling market.
- Upgrade Bikes: UK cycling distributor carrying premium component brands and bikes to independent bike shops. Smaller-scale peer with similar B2B distribution focus.
Regional players
- I-Ride: European (Germany-based) cycling distributor for premium MTB and component brands. Comparable business model but geographically focused on continental Europe rather than UK.
Broad incumbents
- Specialized Bicycle Components: Global premium bike manufacturer that operates its own direct-to-consumer and IBD channel strategy. Represents both a vendor pattern for Silverfish's brand owners and a competitive force pushing DTC disintermediation in the UK cycling market.
- Trek Bicycle Corporation: Global premium bike and component manufacturer with strong UK presence. Demonstrates the vertically integrated model that puts pressure on independent distributors like Silverfish, particularly in e-bikes and premium MTB.
Emerging players
- Santa Cruz Bicycles: Premium MTB bike manufacturer competing with Yeti and other Silverfish-distributed brands. Comparable as an upstream brand peer that could either become a Silverfish mandate or a competitor depending on UK distribution strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Silverfish UK social profiles
Digital presenceSilverfish UK financial estimates
Financial estimateRevenue estimate
Valuation estimate
Silverfish UK leadership team
Management profileNumber of profiles
Silverfish UK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Silverfish UK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Silverfish UK
What does Silverfish UK do?
Silverfish UK is a multi-brand distributor of premium mountain bike, cycling, and motocross products, operating both a B2C e-commerce storefront (silverfish-uk.com) and a B2B trade distribution network serving independent bicycle dealers, motocross dealers, and outdoor retailers across the UK and Ireland. The company also operates the official FOX suspension service centre for the UK and Eire, providing authorized warranty repairs, servicing, and technical support for FOX forks and shocks.
Is Silverfish UK a public or private company?
Silverfish UK is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Silverfish UK founded?
Silverfish UK was founded in 1999. It employs 51 to 100 people.
Where is Silverfish UK based?
Silverfish UK is headquartered in Saltash, United Kingdom, in the Europe region.
How does Silverfish UK make money?
Three revenue lines are on record. Product Sales (B2C) is the primary driver. The others are trade Distribution (B2B) and FOX Service Centre.
Who are Silverfish UK's main competitors?
Direct peers on record are ZyroFisher, Madison, Extra UK, Hotlines Europe, Windwave and Upgrade Bikes. I-Ride is listed as a regional player. Broad incumbents are Specialized Bicycle Components and Trek Bicycle Corporation. Santa Cruz Bicycles is listed as an emerging player.
Does Silverfish UK have an API?
No public API is recorded for Silverfish UK.
What industry is Silverfish UK in?
Silverfish UK's product category is Cycling Products Distribution. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAC, Bike Apparel, Helmets & Protective Gear Retail.