New Pon Team to Distribute Santa Cruz and Cervélo

Adelaide, South Australia

Cervélo Cycles and Santa Cruz Bicycles this month announced the establishment of a new team in Australia to directly serve retailers and riders.

The two operations will come together under Pon.Bike Performance, based in Adelaide, as a unified group from the 1st January 2023.

Santa Cruz Bicycles includes the Santa Cruz, Juliana and Reserve brands which, under the arrangement, will no longer be distributed by Newcastle-based company Lusty Industries.

“All at Santa Cruz Bicycles would like to thank Johnny and the team at Lusty for the incredible support over the years,” Pon.Bike Performance chief commercial officer Tom Larter said.

“They became an extension of the family and we cannot thank them enough for all the great work.

“With the success we have seen in Australia, the natural progression was to build on the great work from Lusty and Pon.Bike and align our brands under one team.”

“While we are moving on, we will always have huge respect for the passion and enthusiasm everyone at Lusty showed our brands.”

Dutch conglomerate Pon Holdings purchased the previously independent Santa Cruz Bicycles in 2015, three years after acquiring Cervélo.

Pon’s purchase of Dorel Sports late last year made it the world’s biggest company of e-bikes and non-electric bicycles.

Tom said aligning the distribution of Cervélo and the Santa Cruz Bicycles brands under one team was a natural progression for the Australian market.

“Australia is a very important market for our brands, with a rich history in both mountain and road,” he said.

“With the success we have seen in Australia, the natural progression was to build on the great work from Lusty and Pon.Bike and align our brands under one team … the new entity Pon.Bike Performance Pty Ltd (PBP).”

A statement from Pon.Bike said the new PBP sales, marketing and customer service team, led by Pon.Bike Australia’s founding CEO and the new PBP managing director Graeme Moffett, will “work closely with our retail partners to grow the brands and service our network at the highest levels”.

Graeme said: “Demand for the Cervélo and Santa Cruz brands is booming in Australia right now.

“Racing and winning the biggest cycling events in the world is having a significant impact on all categories: from road and gravel, to XC, DH and e-mtb.

“Our job is to ensure we meet this demand and exceed expectations on service.”

He said PBP’s strategy is to stand “shoulder-to-shoulder with retailers and continue to sell bikes through the passionate IBD network”.

“This is essential to ensure valued partners and their customers gain the best possible access to bikes and wheels, and ensures we’re well placed for future demand growth,” he added.

“Over the coming months, Santa Cruz Bicycles and Cervélo will build out their sales, marketing, and customer support teams to ensure we hit the ground running on January 1st.

“People drive the culture of these brands and the business overall.

“Building a team that can work closely and respectfully between brands and retailers is what ensures future success.

“Once this new team is in place, they will be reaching out to retailers to listen, learn and act on how best to support the needs of our riders and retailers alike.”


  1. Chris on 20th September 2022 at 10:03 pm

    When can we actually buy a new Santa Cruz bike? so many recent product releases and no eta on the bikes….. As a long time SC bike customer I am about to give up

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