Canoe is delighted to announce that we are now supporting @ukfreewheel with their UK strategic PR services, including communication strategy, press office, partnerships, product placement and ambassador activation.⁠ ⁠ Owned by Madison, the largest distributor of bicycle parts and accessories in the UK and Ireland, Freewheel was born in 1977 out of a small bike shop in North West London. The Freewheel mail order catalogue published during the 80s was the first piece of cycling literature read by many.⁠ ⁠ Now reinvented as an e-commerce site that supports a national network of independent specialist bicycle retailers. A percentage of every sale on Freewheel goes to your nominated local bike shop. With 70 brands and tens of thousands of products, Freewheel has all the benefits of shopping online while being backed by your local bike shop.