Madison
Madison is the UK's largest cycle parts and accessories distributor, serving over 2,600 independent bike shops with next-day delivery from its Milton Keynes warehouse, representing roughly 80 premium and own brands including Shimano, DT Swiss, Lazer, and Garmin.
- Company typePrivate
- Founded1977
- HeadquartersMilton Keynes, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Madison does
Madison is the UK's largest distributor of bicycle parts and accessories, operating as a trading division of H. Young (Operations) Limited (company number 00706712), a private limited company within the broader H Young Group. Founded in 1977 as a single bike shop in West Hampstead, London, Madison has grown over 40+ years into a UK-focused B2B distribution platform serving over 2,600 independent bike shop customers from its Milton Keynes headquarters and distribution centre, shipping more than 80,000 boxes per month with next-day delivery on orders placed before 3pm. The company's core proposition to brand partners is full-service market representation encompassing warehousing, logistics, domestic marketing, events, product feedback, and range management across a portfolio of approximately 80 distributed and own brands, including category leaders such as Shimano, DT Swiss, Lazer, Vittoria, Maxxis, Garmin, Park Tool, Mavic, Thule, and Kryptonite, alongside Madison's own brands (Madison Clothing, M Part, Nutrak, Storm Care).
The business operates a multi-channel go-to-market: the Madison B2B portal (madisonb2b.co.uk) is the primary ordering platform for trade dealers, supplemented by the Freewheel consumer-facing website (freewheel.co.uk) and Madison's own retail outlets for direct-to-consumer sales. Madison employs over 250 staff across field sales, telesales, customer services, marketing, brand management, IT, warehousing and administration. The company is led by CEO Dom Langan (with Madison since 1989, CEO since 2005) and Brand Director Adrian Phillips. Madison is part of the H Young Group (1,000+ direct staff across Madison, Sportline, and Leeda), is FCA-registered as a credit broker through H. Young (Operations) Limited, and operates exclusively within the United Kingdom with no disclosed international expansion.
Madison firmographics
Firmographics- Name
- Madison
- Legal name
- H. Young (Operations) Limited
- Website
- https://madison.co.uk
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Madison is the UK's largest cycle parts and accessories distributor, serving over 2,600 independent bike shops with next-day delivery from its Milton Keynes warehouse, representing roughly 80 premium and own brands including Shimano, DT Swiss, Lazer, and Garmin.
- Ownership category
- akta.pro rank
Madison industry classification
Industry- Product category
- Cycling parts and accessories wholesale distribution
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bike Parts & Components Retail (CRAMAHAB), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where Madison is headquartered
LocationHeadquarters
- HQ city
- Milton Keynes
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Madison business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Distribution and logistics of cycling brands: Madison generates revenue by distributing and logistics-ing cycle parts and accessories for brand partners across the UK market, handling domestic marketing, events, product feedback and advice. Revenue is derived from wholesale distribution margins on the brands they represent.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Madison product offering
Product offeringCore offering
Madison is the UK's largest wholesale distributor of cycling parts, components, accessories, and apparel, supplying more than 2,600 independent bike shops across the UK and Ireland. It distributes third-party premium cycling brands such as Shimano, DT Swiss, Lazer, and Vittoria, while also selling four owned brands: Madison Clothing (apparel), M Part (components), Nutrak (tyres/tubes), and Storm Care (lubricants and cleaning). Orders are placed and managed through the Madison B2B Portal from the company's Milton Keynes headquarters.
Product overview
Madison is the UK's leading distributor of cycle parts and accessories, operating as a B2B distribution platform that works with over 80 cycling brands. The company offers its own brands (Madison Clothing, M Part, Nutrak, Storm Care) alongside distributed premium brands including Shimano, DT Swiss, Lazer, Vittoria, Maxxis, Thule, Garmin, Park Tool, and Kryptonite. Madison provides distribution, logistics (80,000+ boxes/month), and marketing support for brand partners, while the Madison B2B Portal enables bike shops to place orders. The product portfolio spans cycling apparel, components, wheels, helmets, tyres, accessories, tools, nutrition, and outdoor gear.
Differentiator
Problem solved
Functional benefit
Products and services
- Madison B2B Portal Wholesale e-commerce portal enabling independent bike shops across the UK and Ireland to order from Madison's full portfolio of distributed and owned cycling brands.
- Madison Clothing Own-brand range of cycling apparel sold wholesale to bike shops for resale to cycling consumers.
- M Part Own-brand portfolio of essential bicycle parts and components sold wholesale to bike shops.
- Nutrak Own-brand range of bicycle tyres and tubes sold wholesale to bike shops for resale to cyclists.
- Storm Care Own-brand range of bicycle lubricants and cleaning products sold wholesale to bike shops for resale to cyclists.
- Premium cycling brand distribution (Shimano, DT Swiss, Lazer, Vittoria and other major brands) UK and Ireland wholesale distribution of more than 30 premium third-party cycling brands to independent bike dealers.
Quantifiable outcome
- 80,000 boxes shipped per month with next-day delivery for orders before 3pm
Companies that use Madison
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Madison technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Madison partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- Investors in CyclingminorMadison has pledged its support to the growing industry initiative 'Investors in Cycling', an industry body supporting the cycling sector.
- ShimanocoreShimano is one of Madison's key brand partners. Madison distributes Shimano components across the UK cycling market, representing what is described as arguably the biggest name in cycling.
- DT SwisscoreMadison distributes DT Swiss wheels and components across the UK, representing one of the biggest names in cycling components.
- LazercoreMadison distributes Lazer's helmets and accessories. Lazer is the world's oldest helmet company with over 90 years of experience, infused with Belgian cycling heritage.
- VittoriacoreMadison distributes Vittoria tyres across the UK. Vittoria is an Italian heritage brand with race-winning performance for road and trail.
- Park ToolcoreMadison distributes Park Tool, the leading bicycle tool brand in the industry with over 500 products, known for high-quality tools trusted by professional and home mechanics alike.
- Madison ClothingcoreMadison's own clothing brand, creating cycling apparel since 1977 aimed at road, urban, and off-road cyclists at accessible price points.
- KryptonitecoreMadison distributes Kryptonite security products, the world's leading brand for action sports security, originating from New York City.
- GarmincoreMadison distributes Garmin bike computers and GPS devices, a brand that dominates the cycling computer market.
- MaviccoreMadison distributes Mavic components, one of the oldest and proudest histories in cycling, founded in 1889 and best known for hubs, rims and wheels.
- MaxxiscoreMadison distributes Maxxis tyres, synonymous with mountain biking, thoroughly tested in Maxxis's own facilities and at the world's leading tyre test centres.
- ThulecoreMadison distributes Thule roof and towbar bike racks, regarded as the gold standard for carrying bikes on vehicles, winning multiple awards and grouptests.
- Science In Sport (SiS)coreMadison distributes Science In Sport, the world's leading performance nutrition brand, official sports nutrition partner to Team INEOS, German Cycling Federation and many others.
Scale indicators5 records
Recent moves5 records
Expansion highlights4 records
Madison competitors and assessment
Company assessmentDirect peers
- ZyroFisher: One of the UK's largest cycle parts and accessories distributors, formed from the merger of Zyro and Fisher Outdoor Leisure. Directly competes with Madison for premium brand distribution rights (including Shimano) and serves overlapping UK IBD customers.
- Extra UK: UK-based cycling and action-sports distributor and one of Madison's most direct competitors. Distributes premium cycling brands to UK IBDs and operates a comparable B2B trade platform model.
- Ison Distribution: UK cycling and BMX distributor supplying independent bike shops with components, accessories, and BMX-specific brands. Comparable business model to Madison at slightly smaller scale, with overlap in trade customers and product categories.
- Moore Large: UK-based distributor of cycling, outdoor and toy products, serving independent retailers with comparable logistics, marketing support, and brand portfolio functions to Madison.
- Chicken Cyclekit: UK cycling distributor with a long history in the trade channel, distributing premium cycling brands to independent bike dealers. Directly comparable in target customer and business model to Madison.
- Windwave: UK distributor of premium cycling brands (including Campagnolo and other high-end component brands), serving a similar IBD and trade customer base as Madison.
Broad incumbents
- Raleigh UK: Iconic UK cycling brand and bicycle manufacturer with broader portfolio spanning complete bikes, e-bikes, and components. While primarily a brand and manufacturer rather than pure distributor, it competes with Madison-supplied brands at the retailer end of the market.
Others
- Sportline: Sister division within the H Young Group, distributing sports and lifestyle brands. Operates within the same parent conglomerate as Madison and shares certain back-office and group resources, but serves a different brand/retail portfolio.
- Leeda: Another sister division of Madison within the H Young Group, focused on fishing tackle and outdoor product distribution. Adjacent distribution business under the same corporate parent but a different category vertical.
Emerging players
- Upgrade Bikes: UK-based distributor of niche and premium cycling brands (including Chris King, Hope, and other specialist marques). Smaller scale than Madison but competes for premium brand distribution slots and a subset of UK IBD customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Madison social profiles
Digital presenceMadison financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madison leadership team
Management profileNumber of profiles
Profiles2 records
Madison funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madison 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 Madison
What does Madison do?
Madison is the UK's largest wholesale distributor of cycling parts, components, accessories, and apparel, supplying more than 2,600 independent bike shops across the UK and Ireland. It distributes third-party premium cycling brands such as Shimano, DT Swiss, Lazer, and Vittoria, while also selling four owned brands: Madison Clothing (apparel), M Part (components), Nutrak (tyres/tubes), and Storm Care (lubricants and cleaning). Orders are placed and managed through the Madison B2B Portal from the company's Milton Keynes headquarters.
Is Madison a public or private company?
Madison is a private company. It is classified as corporate owned and is currently operating.
When was Madison founded?
Madison was founded in 1977. It employs 251 to 500 people.
Where is Madison based?
Madison is headquartered in Milton Keynes, United Kingdom, in the Europe region.
How does Madison make money?
One revenue line is on record: distribution and logistics of cycling brands.
Who are Madison's main competitors?
Direct peers on record are ZyroFisher, Extra UK, Ison Distribution, Moore Large, Chicken Cyclekit and Windwave. Raleigh UK is listed as a broad incumbent. Others are Sportline and Leeda. Upgrade Bikes is listed as an emerging player.
Does Madison have an API?
No public API is recorded for Madison.
What industry is Madison in?
Madison's product category is Cycling parts and accessories wholesale distribution. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAB, Bike Parts & Components Retail. Its NAICS code is 423910 and its SIC code is 3751.