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INTRODUCTION:
Focus Bikes is a bicycle manufacturing firm in Germany. Racing Bicycles, Sports Bikes, Road Bikes and Mountain Bicycles are manufactured in the company. It was established in the year 1992 by the famous German biker Mike Kluge.
HISTORY OF FOCUS BIKES:
In the year 1992, Mike Kluge founded the firm Focus Bikes. He was himself a cyclocross ( a kind of bicycle racing) World Champion for three times. He kept the name of the company Focus as he wanted it to the focal point in the development of bicycles especially racing and sports varieties.
In the year 1993, the firm took a partnership with the bicycle manufacturer Derby Cycle Werke in order to improve the quality and production of their bicycles. In the same year, founder Mike Kluge became the German National Champion and also runner-up in World Cyclocross Championship. He rode a Focus bicycle in the championship.
In the year 1994, six varieties of Mountain Bikes were produced. They were all produced keeping both price and performance in mind. This “value for money” aspect in their bicycle production was one of the main reasons behind the massive success of their bicycles.
In the year 1995, the company expanded its production. They also expanded to the touring and road bikes in addition to the mountain range. Founder Mike Kluge also became the manager of the first ever German professional mountain bike team.
In the year 1996, Mike Kluge participated in the Olympic games in Atlanta on a Focus Bike model. His bike model was named Focus Raven.
In the year 1998, Jorg Arenz, the brand manager of Focus Bikes won the German cyclocross championship on a bicycle manufactured in the company.
In the year 2003, Jorg Arenz took over as the product manager. They also increased the number of bicycles in their racing line in the same year.
In the year 2005, Hanka Kupfernagel became the Cyclocross World Champion while racing on a Focus Bike. The bicycle used in the race was named Focus Mares Team Bike.
In the year 2006, the first bikes with Carbon fiber frames were produced. This Bike became very popular within a short span of time among the touring professionals and recreational riders. Due to the carbon frames, these were lightweight and easier and smoother to ride.
In the year 2007, Kupfernagel also became the World champion in the individual time trail while participating in the World Road Bike Championship.
In the year 2008, The production of the time-trail range of Focus bicycles were done jointly with the collaboration of Andreas Walser who specialized in time train research and testing. The fastest series of time trail bikes were launched by Focus bikes. Athletes riding Focus Bikes won four title during the 2008 German Cyclocross Championship. The four titles were: one in juniors category, one in women category, one in 23 and under category and one in elite category. The time trail series was also expanded to triathlon segment in the same year.
In the year 2009, Focus Bikes established partnership with the European racing team Team Milram. This sponsorship deal meant that the bikers in the team needs to ride Focus Bicycles while participating in important races around the world. In the same year the company began an advertising campaign throughout Europe in the Eurosport TV channel. In the same year, the company also established subsidiaries in the United States thereby entering directly into the North American markets. Their sponsorship of the US-based racing team Jelly Belly Cycling Team was announced to further their exposure in the United States.
In the Year 2010, a lot of new designs were introduced by the firm. Focus Bikes increased its sponsorships. Two more Italian teams of the European continent namely, Team van Vilet and Team Net App also started to ride Focus Bikes in races. Focus Bikes also entered a World Cup team. They sponsored Mountain Bike Teams like Team M.I.G (Made In Germany) and an Italian amateur team, Team Focus Italia. The firm became an official partner of the 2010 Tour de Suisse.
In the year 2011, it also started sponsoring the Russian road racing team “Team Katusha”. It is also continuing its sponsorship to Team Jelly Belly and Womens Team Vanderkitten. It also introduced several new Focus Bikes Project range of bicycles with massive expansion plans in 2012.
So, Focus Bikes have grown from a small firm started by a former racing champion to a massive bicycle company with subsidiaries and sponsorships around the world. In recent year, the company has been increasing both production and variety of the bicycle range and is gradually turning into one of the world’s top bicycle manufacturers especially for racing purposes.
