New brands join Upgrade Bikes line-up at Whittlebury

Upgrade Bikes are one of the original founding companies of COREbike and their takeover of Bentleys alongside other CORE stalwart Windwave UK means the room is always a key attraction for dealers attending the show. For 2019 they’re promising all of their brands will be showcasing fresh product and they will also have two brands making their debut at COREBike.

Here’s just a few of the highlights of new product that will be making the trip to Whittlebury from Upgrade HQ:

Lezyne has integration as a theme with their new Shop Floor Drive pump which features integrated storage in the handle for tool, patch kit and tyre levers.

DMR’s Deathgrip range expands with new colours and the Vault Pedal signature series gets a new “Brendog Ice” addition. Also expect new SECT jump frame colours and possibly a new addition to the pedal family!

Kinesis will come into its 20th year and showcase the new “G2” go-to gravel complete bike and the new “RTD” distance road frameset.

This is the first year that Upgrade will include Ritchey as part of the company’s presence at CORE. They will showcase their WCS component line with the newly acclaimed Streem3 road handlebar. Ritchey framesets are now available to select dealers from Upgrade.

Another new arrival to the Upgrade family is Fusion. Their S1 jacket is a great example of the high quality from the Danish brand that will be attractive to dealers looking to retain margin with an easy access dealer programme.

Upgrade will also show a section of products across their brands that make up the IDB100 range, exclusive to IBDs on Upgrade’s dealer log-in.


Registration for the 2019 show is open now.

Please note The COREbike show registration is only open to cycle retailers and members of the bike press. For all other registration enquiries please email