Madison encourages local bike shops to go green in association with Velorim

author By Jos Dyer, 8 months ago

Velorim is the cycle trade’s scheme for recycling and reprocessing bicycle rubber that would otherwise go into landfill – as much as 44,000 tonnes of scrap tyres are sent to landfill in the UK each year. Madison is calling on its customers and local bike shops across the UK and Ireland to sign up to Velorim in order to tackle this incredibly wasteful aspect of the cycle industry.

Velorim has a simple and extremely cost-effective solution to make this problem a thing of the past. Retailers, service mechanics and workshops are now working together to bring an end to the scrapping of bicycle rubber.

How does it work?

Retailers simply need to sign up to the programme and encourage consumers to bring in old inner tyres and inner tubes when they are ready to be replaced. Each tyre costs 50p and inner tube is 20p or they can be free if the consumer is buying new tyres or tubes.  Velorim will then collect the tyres to recycle and reprocess them responsibly.

There is a £65 set up fee for each dealer who signs up to the scheme and there are three options for the collection of the tyres and inner tubes to be recycled from stores, the costs for each are as follows:


1.      A crate - collection £90 from dealer

2.      A reusable plastic bag - collection £16.50 from dealer

3.      A cardboard box for inner tubes (the valves must be cut off) - collection £20 from dealer


When retailers sign up to the scheme they can also request free-of-charge leaflet holders, A5 leaflets, a dump bin, Eco-banner and A4 Strut Card to help promote the scheme to consumers.


It is a fantastic scheme that Madison is proud to support and encourages dealers to sign up to the scheme and promote it to make a dent in the majority of the 30,500,000 tyres and 152,500,000 tubes that end up landfill each year.

Dealers can find a view and download a full list of FAQs by logging into Madison B2B and clicking this link.

For more information and to sign up, visit

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