The Spanish bicycle and parts distributor, Dirt Racing, entered into a partnership with Specialized Bicycles to establish a new Specialized subsidiary, Specialized España S.L. The new company will be headquartered in Madrid and led by partner and Managing Director Miguel Rojo, who founded Dirt Racing in 1986 and has been the exclusive Spanish distributor for Specialized since 1995.
“During ten years of Miguels leadership, Dirt Racing has grown Specialized from a brand entering a new market to the #1 premium mountain bike in Spain. Of course we want to keep a winning team like that together,” said Specialized founder and president Mike Sinyard. “The strength of the Specialized brand, combined with Dirt Racings market expertise and established Spanish dealer network, will create an even stronger company.” Specialized España is co-owned by Rojo and Specialized, Sinyard confirmed.
“The goal will remain the same as it was with Dirt Racing,” Rojo explained. “Our mission is to be the product of choice for discerning customers and dealers, and the supplier of choice to the full-service dealers here. We continue to build the Specialized brand, both with the best products and also the best quality in service. Our plan is to keep the same team we have been so successful with in the past, and the new company will continue distributing and serving complementary brands such as Fox Racing Shox, Manitou suspension, and Hayes brakes.”
