Mash Cycles, a new French brand

Always attentive to market trends and with over 650 resellers in Europe, SIMA has been working for several months on a new project: a French bicycle brand, designed in Beaune, Burgundy, and assembled in Europe by the best partners. This is how Mash Cycles was born.

Source: Press Release*

*The articles in this News section are based on press releases and are intended for informational purposes only. They have been selected by the editorial team for their relevance to your sport.

“I want this brand to be about ‘transmitting emotion’ and ‘authenticity with style’,” explains Frédéric Fourgeaud, President of SIMA.

“We have done extensive work on the geometries of our bikes, with a streamlined range, but a complete offering from the launches in July 2021 at Pro’Days in Paris. Our partnership with Shimano for motorization, drivetrain, and braking ensures reliability and continuous support,” explains Julien Profichet, Product Manager of the bicycle division at SIMA.

“From its launch, our bicycle brand will have a European reach, which is why we have sought out the best components to offer our customers a guarantee of quality and reliability, at the most competitive prices,” adds Jean-Michel Paquient, General Manager of SIMA.

“And the brand, you ask? It’s only natural that our bikes are named Mash Cycles,” says Jérôme Jullien, Marketing Director of SIMA.

“Our brand is our goodwill. With over 50,000 Mash motorcycles on the road since its launch less than 10 years ago, we have the same ambitions for Mash Cycles,” adds Jérôme Jullien.

Mash Cycles’ promise is to offer beautiful bikes that are easy to understand, yet high-performing.

Brand History

First, a little history, with that of SIMA, founded 45 years ago by Marcel Seurat, an institution in the world of French motorcycles. SIMA imported some of the most remarkable brands such as Ossa, Benelli, MV Agusta, and Ducati.

In the late 70s, SIMA manufactured Bicross brand BMX bikes in France; the term “bicross” is actually a trade name, while BMX remains more than ever the consecrated term for this sport.

After Marcel Seurat’s passing in 2004, Frédéric Fourgeaud was called upon to lead SIMA’s destiny. Rich in his experience as a competition rider and multi-brand dealer in northern France, Frédéric Fourgeaud has continuously developed SIMA. He created his own motorcycle brand in 2012: MASH Motorcycles. He imports and distributes brands such as TGB quads, Gas Gas enduros, and more recently Moto Morini, Hyosung, and Royal Enfield.

In 2018, SIMA reactivated its bicycle division with the distribution in France of the prestigious Fantic electric mountain bike brand.

The Range

The range consists of three families: E-City / E-MTB / Road:

Belena

Belena, a nod to the origin of Beaune, Belena is the name of the spring around which the town was established… It is therefore the source of the E-City range.

Mash Cycles has designed a bike combining all aspects of the electric city bike (Shimano mid-drive motor).