Berlin – The Dutch rain- and bikegear brand AGU is now selling its products in Germany. Starting this week, FSG takes care of all online marketing activities in Germany for its new partner AGU.

When biking through Berlin, it’s hard not to see something is going on in Germany: people are biking more and more. Are we talking about a true ‘biking revolution’? Maybe. More Germans bike to work every day, we see green bike paths being constructed everywhere, there’s a number of bike share programs in the city and bike paths are already packed during commuting hours.

That’s why AGU (short for Alkmaarse Groothandels Unie and known for the gear bikers and ice skaters from the Jumbo-Visma team wear) partners up with FSG to conquer the German market.


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#everydayriding ?‍♀️⁠⠀ Hallo! Dürfen wir uns vorstellen? Wir sind AGU Deutschland und freuen uns sehr, ab heute endlich auch auf Instagram vertreten zu sein. AGU ist ein holländlisches Unternehmen mit langjähriger Expertise im Bereich Fahrradbekleidung. Für uns ist Fahrradfahren viel mehr als nur ein Sport, oder ein Mittel um von A nach B zu kommen: Uns geht es dabei um das Lebensgefühl. ⁠⠀ ⁠⠀ ⁠⠀ #agu #everydayriding #WeGotYouCovered #cycling #bike #radsport #cyclinglifestyle #stlye #rennrad #sport #fitness #bicycle #lovecycling #cyclingpics #instacycling #outsideisfree #bikelife #ride #roadslikethese #roadbike #bikestagram #roadslikethese #cyclingwear #outdoor #rennsport

Ein Beitrag geteilt von AGU Deutschland ( am

‘A move to Germany was high on our priority list,’ says Björn Jeurissen, AGU’s CEO. ‘Germany is the biggest market in bikes sold per capita. When you’re talking about a high-quality car, you think about the German car industry. But think about everything that has to do with biking. Than you immediatly think of Holland. When you combine this with the fact that biking is seen more and more as an accepted form of transportation in Germany, you can draw the conclusion that Germany is ready for AGU.’

A quick look on AGU’s website shows that the company from Alkmaar offers products for professional bikers and city bikers alike. ‘We offer a smart choice for every biking ambition, every travel destination and goal. Our products have been challenged by the Dutch climate for over fifty years now. Germany will be the first country for us where we team up with a partner like Fingerspitzengefühl. We expect to develop special products designed specifically for German bikers in the near future.’

Radboud Langenhorst, FSG’s managing director, expresses gratitute for adding AGU as a partner. ‘We are thrilled to work with another Dutch brand that is so well-known in Holland. Germany is becoming a country where people simply bike. However, the distance between work and home for many bikers here is a little longer than in the Netherlands. And so what German customers need, is high quality bike gear. AGU stands for solidity and durability. Those two words for sure have a positive connotation in Germany. That’s why we are super positive about AGU in Germany. We are looking forward to working with them.’


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Unsere Trikots kommen im Team Jumbo Visma sehr gut an. Die Jungs sind super zufrieden, habt ihr schon eines unserer Trikots getestet?

Ein Beitrag geteilt von AGU Deutschland ( am

Which AGU product, we asked Jeurissen, will be the big surprise on the German market he thinks? His guess: The  Trench Coat Long, a best seller in the Netherlands, designed with a modern and fashionable touch and popular in the Netherlands because it is practical in use, yet stylish. Jeurissen: ‘I think Germany will really love this one of a kind coat.’

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