Madison and Sportline to distribute AtranVelo

author By Jos Dyer, 1 month ago

Madison and Sportline are delighted to announce an agreement to be the exclusive distributors of AtranVelo in the UK and Ireland. AtranVelo will be at iceBike* on the Genesis and Ridgeback stands, so make sure to check it out.  

Based in Falkenberg, Sweden, AtranVelo is a brand with a history of innovation and quality, and has been designing and manufacturing components for the bicycle industry since 1937. Over those 80 years the goal has been the same: to help people use their bikes more whether that be for the daily commute, weekend trips with the family or bikepacking adventures.

In 2018 it received the prestigious Red Dot Award for its AVS rack and accessory mounting system. That AVS system is renowned industry-wide for its user-friendliness, functionality and elegance and is modular, meaning you can customise your setup with minimal fuss.

Sportline has been working with AtranVelo since 2018 on OE specs for its bikes, with over 12,000 bikes already in the UK market using AtranVelo AVS racks.

Scott Longstaff, Own Brand Director at Madison and Sportline, said: “We’re delighted to be partnering with AtranVelo for the supply of the AV system products in the UK and Ireland. As Ulf and his team have been developing this award-winning ecosystem of racks and accessories, it has become apparent that the range is a perfect fit for the UK’s shift towards multi-use and versatile bicycle carriage solutions.

“We’ve been utilising the AV bike racks as spec on Ridgeback and Genesis bikes since 2018 – there are already over 12,000 AVS ready bikes in the market. The addition of the family of accessories to our aftermarket roster means that any bike can now be turned into a multi-use vehicle.

“The super simplicity and secure nature of the fitting system is really impressive and we’re sure that it will become a firm favourite with consumers.”

Ulf Pentéus, Managing Director at AtranVelo, said: “AtranVelo and Sportline have a longstanding partnership, and we are excited to take our collaboration to the next level. Together, we aim to simplify life for cyclists in the UK by offering better and more efficient ways to load and transport gear throughout the seasons.”

AtranVelo is available on MadisonB2B now and comes equipped on a wide range of Sportline bikes. Visit MadisonB2B for more information or to order, or contact your local Sales Manager.

See the brand in the flesh at iceBike* which takes place in London on Sunday 25th and Monday 26th February and Manchester on Thursday 29th February and Friday 1st March. If you have not registered already please do so at

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