“We are only just getting started” – Russell Merry on rebuilding Nukeproof

With the relaunch of Nukeproof under the umbrella of Belgian Cycling Factory, the iconic mountain bike brand is entering a new chapter. To lead that journey, BCF appointed Russell Merry as Global General Manager. With years of experience in the cycling industry and a deep understanding of brand building, Merry is now steering Nukeproof’s transition from a direct-to-consumer model to a global dealer and distributor network. We spoke with Russell about the DNA of Nukeproof, the challenges of relaunching a legendary brand, and the ambitions for the years ahead.

Nukeproof is an iconic name in mountain biking. For those who may not know the full history, how would you describe the DNA of the brand and what has always made Nukeproof unique?

Nukeproof has always had a tradition of going racing to innovate and test products that ultimately end up on sale to all riders. Nukeproof is therefore a perfect fit for BCF, who have always raced with Ridley and Eddy Merckx and, like Nukeproof, have been focused on making award-winning products.

Following the relaunch under Belgian Cycling Factory, what are the key priorities for rebuilding and growing the Nukeproof brand internationally?

We have pivoted Nukeproof from a consumer direct brand, sold globally by Chain Reaction Cycles and Wiggle, to a dealer and distributor-led brand through the BCF network. This is a dramatic change, but one that has seen dealers genuinely surprised by the demand for Nukeproof products and the passion for the brand from riders who previously didn’t visit their local shop for Nukeproof.

We are putting Nukeproof in front of dealers at shows such as Velofollies and exhibiting at the Taipei Cycle Show. As of March 2026, we have 10 new distributors and over 300 BCF dealers recruited.

The current range includes several key platforms such as the Reactor and the Tracker. Can you tell us a bit more about these bikes and what they represent for the future of the range?

Nukeproof will be unique in that it maintains hardcore mountain bike credibility by “Keeping it Real,” with newly developed downhill bikes under a World Cup-level team, while also offering credible entry-level bikes that welcome novices and young riders into mountain biking.

This is very much a commercial reality for distributors, IBDs and BCF. We can do this because we have retained engineering and product management talent from the original Nukeproof, added new talent in marketing and product development, and leveraged the infrastructure within BCF.

Are there additional models currently in development that we can already hint at? Which segments will Nukeproof focus on in the coming years?

We know the e-MTB market has seen oversupply, but new motor suppliers will bring innovation, matched with our frame developments. This will encourage riders to consider full-price products again because they have genuinely moved forward.

We are open to new technology and are working with new vendors to produce carbon and alloy frames in new ways, improving both performance and pricing. Nukeproof has four new Tracker hardtails at €1,000 and below, new kids’ bikes, and a new 170mm suspension bike called the Tracker FS at €2,499, bringing value back to mountain bikes so riders can once again buy from IBDs rather than online brands and still get a class-leading product.

Tracker FS

Nukeproof has always had a strong presence in racing. How important are the KMC Nukeproof MTB Racing Team and Nukeproof Axess Racing in the development and visibility of the brand?

Nukeproof has never had an XC team before, as it has traditionally been a gravity brand. However, we want to be a global brand, not just an internet brand, so having an XC team is very relevant in certain markets. The relationship comes from Ridley, and as we get to know the team better, we will look to bring new ideas to XC, a discipline that is evolving and gaining more visibility.

The Nukeproof Axess team is off to a great start at Red Bull Hardline (more on this later) and is working with our wind tunnel team to find speed. Together with partners such as SRAM, Schwalbe and Leatt, we are improving tyres, suspension and apparel. We are seeing great enthusiasm from riders for this team.

We also have the Nukeproof Virus development team based in the UK, bringing younger riders into the sport. This aligns perfectly with our ethos of offering products for all ages and budgets. We want to bring people into both the Nukeproof brand and mountain biking as a whole.

We recently announced several new international distribution partners. How important are these partnerships for rebuilding Nukeproof’s global presence?

We have transitioned from a UK-based mail-order brand to a distributor and retailer-led model, so having local experts in every country is key. In the UK and many parts of Europe, we have our own offices, but we are not experts in regions such as South America or Asia. Therefore, we work with the best distributors to deliver the best local experience, not a bike in a box shipped from the other side of the world.

What role does the new UK office play in the brand’s future strategy?

 By retaining some of the original UK-based Nukeproof staff, we have preserved the DNA of the brand. It is important that Nukeproof keeps its soul and identity, ensuring that BCF has a true portfolio of brands and not just a selection of frames with different decals. Nukeproof has a distinct character compared to the other BCF brands, as it should, and this is supported by the slight separation that a dedicated UK office provides.

Looking ahead, what should riders and dealers expect from Nukeproof over the next few years?

We are only just getting started. We are just over one year since BCF acquired the intellectual property of Nukeproof. In that time, we have built a team, launched a website, created a relaunch product range, developed a 2027 line that will be revealed soon, defined a product strategy for 2028 and beyond, signed DH, XC and development teams, recruited dealers and distributors, and completely renewed our supplier base.

The foundation is now in place, and we will build momentum from here. Expect more innovation combined with great value in alloy bikes, and more innovation combined with customisation in carbon bikes.

If I were a bike dealer, I would make sure I was the official dealer in my area now, because the journey Nukeproof is on is to become the most successful MTB brand in the world within five years. With the backing of BCF and the team we have in place, that ambition is absolutely achievable.