Canoe Inc. has been appointed to represent cycling retailer, Freewheel. Owned by Madison, the largest distributor of bicycle parts and accessories in the UK and Ireland, Freewheel supports a national network of independent specialist bicycle retailers. A percentage of every sale goes to the customers' 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. Supported brands will include Lazer, Ridgeback, 100% & Madison Clothing, alongside brand ambassadors that include ex-professional road racer turned presenter Adam Blythe and the Madison Saracen Race Team.