OSAKA, Japan (BRAIN) — Izumi, a 103-year-old Japanese chain manufacturer, is making a push into the U.S. aftermarket with a new website, new packaging and a partnership with USA Cycling that will see its chains used by top BMX and track riders.
The USAC partnership, announced Monday, means Izumi will provide chains for USA Cycling’s National Team riders. Jeff Zell, an industry veteran whose title with Izumi is "Global Go-To Guy," said, “This partnership is the perfect match for Izumi and we’re very proud to offer our expertise in helping the USA Cycling riders achieve their goals.”
While the partnership with USA Cycling spans all disciplines, Izumi does not currently offer its chains for drivetrains with more than 8 cassette cogs. In the aftermarket, the company offers replacement chains for 6-, 7- and 8-speed derailleur drivetrains.
It also offers chains for singlespeed, internal gear bikes, fixies, BMX, and track, including the top-end Izumi-V model, used by pros on the track and BMX and certified by the Japanese Keirin Association. These are the chains most likely to be used by National Team racers.
While not the cheapest chains in the market, Zell said the company is promoting its high-quality Japanese manufacturing, which, he said, makes Izumi chains the best replacements available for vintage high-end groups with less than 9-speed cassettes.
Izumi's new website, izumichain.com, offers consumer direct sales and information. The company also sells dealer direct, with fulfillment from an Iowa warehouse, and its chains are distributed by BTI and Merry Sales.
Zell said Izumi plans a marketing push this year on social media, highlighting the brand's connection to top athletes in BMX and track.
On an OE basis, Izumi continues to manufacture the Shimano chains used with its top-end groups, including Dura-Ace and Ultegra.
