AGU

AGU, short for Alkmaarse Groothandels Unie, is a company deeply rooted in the bicycle-centric culture of the Netherlands. Born in 1966, AGU was the result of three bicycle companies in Alkmaar coming together during the post-WWII reconstruction era when bicycles were a scarce but highly sought-after commodity. In the following years, AGU quickly grew to become one of the largest suppliers of bicycle parts in the Netherlands, providing everything from saddles and bells to strong chains and effective lighting systems​​.

AGU has always been committed to making cycling not just a sensible decision, but also a fun one. They were pioneers in introducing lightweight bicycle bags made from durable nylon, a novel material at the time. They also designed the 'Original' rain suit, an iconic garment that became a benchmark for rainwear in the Netherlands and is still a best-seller in their collection today, albeit modernized and heavily optimized. AGU continues to seek out the latest techniques and materials, partnering with the best manufacturers worldwide to maintain their innovative approach​​.

In the late 1970s, AGU started focusing on professional cycling, recognizing a gap in the market for performance-specific cycling wear. Partnering with three-time world champion Cees Stam, they developed their first performance-specific cycling clothing line, which contributed to Stam's fourth world championship win. This success marked the beginning of a long-standing collaboration with top athletes and teams, from individual athletes like Steven Rooks and Leontien van Moorsel to renowned teams such as Panasonic, Rabobank, and most recently, Team Jumbo-Visma​.

Today, more than 55 years after its inception, AGU remains true to its roots while continually evolving. Still based in Alkmaar, AGU continues to produce cycling clothing, rainwear, and bike bags with the same goal: to provide cyclists with the right gear for enjoyment every day of the year, in all weather conditions, and on any bike. However, AGU has grown beyond the borders of the Netherlands, with its products reaching countries all over the world. The company's partnerships reflect AGU's core values - the joy of cycling, the ambition and community spirit of Beat Cycling, and the top-level performance, innovation, and know-how of Team Jumbo-Visma​​.

With their experience in all-weather cycling, product development for various kinds of bikes and cyclists, and a strong focus on innovation, AGU is dedicated to serving all cyclists every day. In essence, they are a company built on the love of cycling, with a rich history and an innovative spirit, tirelessly working to enhance the cycling experience for all​.