Saltash, 31.03.2025 – Silverfish, the UK-based experts in distributing premium mountain bike and gravel brands, are ramping up their European presence with a major focus on the German-speaking markets.
A True Bike Enthusiast and Pro at Sales & Customer Service
Joining the team to support this growth is Lukas Kühar, who steps into the role of Sales and Warranty Support Manager. His appointment ensures an even smoother service for both retailers and end consumers alike. Lukas is a keen rider and passionate about establishing Silverfish a household name in Germany, Austria, and beyond. His mission? To make biking more fun and hassle-free for everyone!
Lukas is the perfect fit for our team. His passion for riding and charging in the mountains, coupled with his ‘solution focussed’ mindset will help us streamline our service and provide greater customer-centric solutions. We’re thrilled to have him on board!
Alex Metcalfe, Commercial Director Silverfish
Silverfish x Rocketfuel
But that’s not all: Silverfish has partnered with Rocketfuel, an agency from Innsbruck, to lead their strategic marketing efforts across Europe. Rocketfuel’s deep roots in the cycling industry and abilities in crafting tailor-made campaigns will help position Silverfish’s brands in the European market.
Together, they’ll shape Silverfish’s European marketing strategy, starting with the German-speaking regions, and roll out fresh, creative campaigns to boost brand awareness and bring Silverfish into the spotlight across Europe.
With Rocketfuel, we’ve found the perfect agency to bring our European vision to life. Their ability to capture the passion of the cycling world and translate it into powerful messages will allow us to connect closer with brands, partners and consumers in exciting new ways.
Alex Metcalfe, Commercial Director Silverfish
A Fresh New Look for Silverfish in Europe
For over 25 years, Silverfish has been a trusted name in their home markets of the UK and Ireland, successfully establishing premium cycling brands in these markets as well as Germany, Austria, and BeNeLux. Known for their strong corporate identity and deep love for mountain biking, Silverfish has become a staple in the UK’s MTB and Gravel scene.
Now, Silverfish is bringing the signature “The Fish” bike lifestyle to Europe with the launch of their new Silverfish Europe website in Q2/2025. The site will offer a comprehensive look at the brands and products on offer for dealers and consumers, however a b2c shop is currently not planned.
And there’s more happening on social media: You can now follow Silverfish Europe on Instagram and Facebook [@silverfish.eu I @silverfisheu], where they’ll share German-language content covering the brands Transition Bikes and Burgtec in Germany, Austria, and BeNeLux, as well as dealer demo events and service topics.
Sustainable Growth and Expansion Across Europe
With these changes, Silverfish is signalling its commitment to becoming a prominent player in the European market. The company is gearing up to grow its team and presence, with plans for future additions in the region. For now the focus is on strengthening the German-speaking team and building a community that shares the same passion for biking as Silverfish’s home markets of the UK and Ireland.
Contact for Dealers
The team at Silverfish Europe distribute Transition Bikes in Germany, Austria, and BeNeLux.
Additionally, the Burgtec brand is available through Silverfish in Germany, Austria, BeNeLux and Sweden.
Interested retailers can reach out to:
- Philipp Rother, Territory Manager (Germany, Austria, BeNeLux), philipp.rother@silverfish-uk.com
- Lukas Kühar, Sales und Warranty Support Manager (Germany, Austria, BeNeLux), lukas.kuehar@silverfish-uk.com
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About Silverfish
Founded in 1999, Silverfish started with a selection of legendary Canadian bike brands and carved out a unique niche as a long-term distribution partner for premium mountain bike and crossover brands. Known to grow brands and deliver disruptive marketing, today, Silverfish operates in the UK, Ireland, and a range of European countries. Their brand portfolio includes iconic names like Yeti Cycles, FOX, 100%, Race Face, Michelin, SDG, Marzocchi, CushCore, Peaty’s, Easton, Birzman, Transition, Burgtec, and Skratch Labs.