On 20 March 2026, at Cyclingworld Europe in Düsseldorf, Sports Nut GmbH caused quite a stir when the Tübingen-based distributor officially announced the launch of BIXS, the hostettler group’s own bicycle brand, in Germany and Austria. This strategic decision marks a milestone in the hostettler group’s international expansion, enabling it to leverage its distribution networks across the European market.
Integration into Sports Nut GmbH’s existing logistics structure will ensure specialist retailers receive a responsive delivery service with short response times. Initially, Sports Nut will focus on gravel and road bike models for its market launch, supplemented by its first city and trekking bikes. From spring 2027, the company plans to gradually expand into further segments, such as mountain bikes and e-bikes.
A brand with a message – “Recharge your mind.”
BIXS, the hostettler group’s own brand, has been based in 6210 Sursee since 2002. It does not see itself as just another cycling brand on the market. The Swiss brand promotes a holistic cycling culture that prioritises mental strength, zest for life, and balance, moving beyond the traditional “higher, faster, further” mindset. The slogan “Recharge your mind” encapsulates this philosophy, portraying cycling as a personal resource that provides focus and positive energy. The BIXS Race Team demonstrates that this approach can also be successful in high-performance sports, achieving podium placements in the Cross-Country World Cup, as well as national and international Enduro, Gravel and Downhill races.
Focus on quality and partnership
Sports Nut is launching its showroom concept, which has already been successfully introduced in Switzerland, alongside the launch of its products. The aim is to reduce retailers’ stockholding costs while enabling them to achieve predictable margins. Targeted marketing initiatives, product training and point-of-sale concepts will also be implemented to ensure structured brand development within the specialist retail sector.
Peter Hostettler sums it up: “After 20 years, I am absolutely delighted that we are taking this step and expanding beyond Switzerland’s borders with BIXS. Given our sporting successes, distinctive brand identity and showroom concept, I am convinced that we can succeed in the future, even in difficult times. With Sports Nut, our subsidiary, we have the best possible partner for specialist retailers in Germany and Austria.”
