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Canadian bike brand Argon 18 is expanding its UK footprint with the appointment of Shaun Reiling as the new sales manager for Northern England and Ireland.
With more than 20 years of experience in the cycling industry, Shaun Reiling brings deep knowledge of retail, marketing, and sales. His appointment marks a strategic move by Argon 18 to strengthen its presence in a key part of the UK market and build stronger relationships with bike retailers and partners.
A Familiar Face in the Cycling World
Reiling has built a long-standing career in the bike business, previously working at well-known names like Scott Sports y Whyte Bikes. Most recently, he held a senior role at Pierer New Mobility, where he managed sales for GasGas, Husqvarna, y Felt Bicycles across the UK.
His connections in the industry are well-established, and his understanding of the cycling scene—especially at the shop and distributor level—makes him a valuable asset for a performance-driven brand like Argon 18.
Reiling is also an avid cyclist himself, which helps him connect authentically with both dealers and customers. “I was drawn to Argon 18 because of the strength of the product, the brand ethos, and the clear potential for growth in the UK,” Reiling said. “I’m excited to build on the momentum and help bring the brand to more riders across the North and Ireland.”
Why Argon 18 Is Expanding in the UK
Argon 18, based in Montreal, Canada, has been designing and engineering high-performance bikes since 1989. Known for their focus on aerodynamics, handling, y human performance, the brand is gaining momentum worldwide—selling in over 70 countries.
The UK is a growing market for performance road and triathlon bikes, especially with increased interest in endurance cycling, gravel racing, y aero road bikes. With new models like the Dark Matter y E117 in high demand, Argon 18 is looking to make sure customers across the UK can easily find and test their bikes.
That’s where people like Shaun Reiling come in.
According to Alex Croucher, UK Sales Manager at Argon 18: “Shaun’s arrival allows us to strengthen our national presence and better support our retailer network. With new product launches like the Dark Matter and E117 driving demand, we’re committed to long-term growth in the UK and Ireland through strong partnerships.”
What This Means for Retailers and Riders
Reiling’s new role will focus on supporting tiendas de bicicletas, distributors, y events across the North of England and Ireland, ensuring dealers get the right bikes, on time, and with the support they need. Whether it’s helping shops showcase new bikes, planning demo events, or managing sales pipelines, Reiling’s role is key to making Argon 18 more accessible.
It also signals that Argon 18 is serious about the UK market—not just as a place to sell bikes, but as a region with strong growth potential.
With the appointment of a dedicated sales manager in the North, retailers and riders alike can expect:
- Better support and communication from Argon 18
- Increased demo opportunities and product availability
- Closer collaboration with cycling events and local communities
For cyclists who care about high-performance design with a Canadian flair, this is good news. More bikes, better access, and stronger relationships with local shops all point toward a brand looking to plant deeper roots in the UK cycling scene.
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