GROFA strategically expands its Sports Performance segment to include bicycle electronics
Bad Camberg, August 2026 – GROFA® Action Sports GmbH will take over exclusive distribution of the Bryton brand in Germany and Austria starting in August 2026. With this new partnership, GROFA is strategically expanding its Sports Performance segment to include electronics, further strengthening its position as a strong and capable partner for specialist bicycle retailers.
Bryton stands for innovative GPS bike computers, sensors, accessories, as well as radar-based rear light and safety solutions. The products combine modern technology, practical features, and intuitive operation with attractive price points. This makes Bryton a compelling alternative for ambitious athletes as well as price-conscious recreational cyclists.
By adding Bryton to its portfolio, GROFA is continuing its strategy of selectively and market-oriented expanding its brand portfolio within the Sports Performance segment. The focus is on brands and products that are highly relevant to specialist retailers, offer clear added value to users, and create additional sales potential at the point of sale.
"With Bryton, we are strategically expanding our Sports Performance segment to include electronics. The brand combines innovative technology, relevant features, and attractive price points, providing specialist retailers with a strong alternative in a dynamically growing product segment. Together, we aim to consistently increase the visibility and availability of Bryton in Germany and Austria."
— Michael Benner, Director BU Parts & Accessories at GROFA