Dutch wheel manufacturer Fast Forward Wheels (FFWD) has struck a distribution agreement with Adaptive DCS that will see the brand’s stock held and dispatched from within the UK for the first time.
Under the new arrangement, British dealers will be able to draw FFWD wheels and spare parts from a domestic warehouse rather than waiting on shipments from the continent, with next-day delivery now on offer. The move is designed to iron out the delays that have historically frustrated shops trying to fulfil orders or source replacement parts quickly.
Warranty claims and servicing work will also shift to UK soil, meaning riders needing repairs or replacement components should see considerably faster turnaround than under the previous cross-border set-up.
For everyday riders and racers alike, this kind of behind-the-scenes logistics shift matters more than it might first appear. Wheels are often the first component to suffer when things go wrong mid-season, whether that’s a cracked rim after a rough gravel sector or a freehub giving up the week before a key road race, and having spares and warranty support close to home can be the difference between missing an event and lining up on the start line. It’s also a sign that FFWD, known for its aerodynamic carbon wheelsets popular in time trial and triathlon circles, is committing more seriously to growing its footprint among UK cyclists rather than treating the market as an afterthought.
Dealers are expected to gain access to the new stock and support system in the coming weeks, with FFWD suggesting the change should noticeably shorten lead times across the board.
Sam Allcock is a digital PR entrepreneur and publisher with over two decades in SEO, content and media. He founded PR Fire, the pay-as-you-go press release distribution service, and has worked with brands including Red Bull, Nokia and Liverpool FC. He contributes to HuffPost, HubSpot and The London Economic, and owns a portfolio of news and media titles, of which On Track Magazine is one.
