October 30, 2006 (Toronto, ON) — Riis Cycling will be the new distributor of Cervélo in Scandinavia. Beginning in January 2007 you will be able to buy the original Cervélo frames at selected cycling stores in Denmark, Norway and Sweden.

“For many years we have had a great partnership with Cervélo and for us, distribution of cycling related products is a natural way to expand our business. It is no secret there is a huge demand for Cervélo bikes on the Scandinavian market and we are looking very much forward to making Cervélo available in this part of Europe,” says Kim Plesner, Head of Marketing at Riis Cycling.

Cervélo has been sponsoring Team CSC since 2003 and its team bikes have won award after award ever since, including last week’s Manufacturer of the Year Award at the Gran Gala Ciclistico in Italy.

“We’re very excited to increase our collaboration with Riis Cycling with this partnership. Originally, we were bike suppliers, then we became partners in product development and now we are partners in making Cervélo available to the Scandinavian market. Of course it is a great advantage for the customers to have the team do this, and it really adds value to the whole experience of purchasing a Cervélo. I am very happy that Bjarne has decided to get involved with Cervélo in this way,” said Gerard Vroomen, co-founder of Cervélo.

About Cervélo
Phil White and Gérard Vroomen started Cervélo in 1995 when a design for a new time trial bicycle, built at the request of a professional cyclist, failed to garner interest from traditional cycle manufacturers. Today, Cervélo is the largest time trial bike manufacturer in the world. The brand is internationally recognized as one of the most innovative and fastest growing bike manufacturers the sport has seen in years.

In 2002 Cervélo entered into a major partnership agreement with the successful Team CSC. According to Bjarne Riis, Team CSC Manager and the 1996 winner of the Tour de France, “Every little edge I can find for my team can prove to be the deciding factor. That’s why we’ll be on Cervélo’s this year.” Cervélo currently produces nine different models and a full line of cycling apparel, which are available internationally. Please visit www.cervelo.com for further information.