Bont Cycling, the Australian cycling shoe brand, is strengthening its commitment to the United States with the appointment of Craig Steyn as USA Sales Manager and a nationwide team of sales agents, effective November 1, 2026.
The appointments build on Bont Cycling's established business-to-business dealer-direct model, adding local representation to support existing retail partners, improve in-store access to riders and grow the brand's US dealer network.
New and existing US dealers will continue to purchase directly from Bont Cycling, with the sales team providing local product expertise, account support and training. Dealers have access to the complete product range, alongside sales and promotional support and marketing campaigns.
Dealers will benefit from keystone margins with duties and taxes included, along with improved shipping times supported by inventory held in Bont Cycling's Florida warehouse and additional factory stock. Custom orders will continue to ship directly from the factory to dealers.
"Our dealer-direct model is already established in the US and this investment is about strengthening the support behind it," said Alex Malone, CEO of Bont Cycling. "By appointing a US Sales Manager and agents across the country, we're giving our retail partners local contacts who understand their businesses, backed by a direct relationship with Bont Cycling."
Born, operated and designed in Australia and dedicated to producing anatomically correct cycling shoes, Bont Cycling is backed by more than 40 years' experience manufacturing high-performance sports footwear. Designed around the shape of a human foot and focused on delivering an uncompromising and scientific approach to performance and injury prevention, Bont Cycling is and continues to be the only cycling shoe company that puts your feet first, every time.
US retailers interested in becoming a Bont Cycling dealer can contact Craig Steyn to be connected with a local agent or apply directly at bontcycling.com/support/dealer-enquiries.
