Bike care specialist Muc-Off has struck a new three-year alliance with Forestry England, pairing a major cycling brand with the body responsible for managing thousands of miles of trail across the country’s woodlands.
The tie-up is being pitched as a natural fit between two organisations that both rely on healthy, well-maintained landscapes – one to keep riders pedalling, the other to keep forests thriving. Muc-Off says the partnership will feed directly into Project Green, its ongoing sustainability programme aimed at cutting the environmental footprint of its products and operations, from packaging to formulation.
Details of exactly how the partnership will work on the ground are still emerging, but the tone of the announcement points towards trail conservation projects, habitat protection and initiatives designed to encourage riders to tread more lightly when they’re out on forest singletrack. For a brand best known for degreasers and drivetrain cleaners, aligning with the custodians of England’s public forests is a notable pivot towards environmental credibility.
It’s a move that will resonate with mountain bikers and gravel riders in particular, many of whom depend on Forestry England-managed centres such as Cannock Chase, Dalby and Kielder for regular riding. Trail erosion, closures and the tension between access and conservation have become increasingly live issues as bike traffic on forest land continues to grow, so any commercial backing for maintenance and stewardship work is likely to be welcomed by clubs and trail associations.
Whether the partnership translates into tangible trail improvements or remains largely a marketing exercise will become clearer as projects are rolled out over the coming months. For now, it signals a wider trend of cycling brands seeking closer, more visible relationships with the outdoor spaces their customers ride through – rather than simply selling products to be used within them.
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.
