Cyclowax appoints Athletic Affair as global PR agency

Belgium chain wax specialist, Cyclowax, has appointed Girona-based Sports Marketing and PR agency Athletic Affair, as its global PR agency, marking the beginning of a partnership aimed at strengthening the brand’s worldwide presence.

The collaboration will focus on enhancing Cyclowax’s engagement with the global cycling community, “driving brand awareness through strategic PR initiatives, and reinforcing its position as a leader in bike care solutions”.

Athletic Affair will support Cyclowax across its entire PR strategy, including media relations and brand storytelling – ensuring its message reaches both cycling and sports media, as well as the global cycling community audience.

Sharing the news, a spokesperson for the brand highlights “By bringing hot waxing into the mainstream, Cyclowax is redefining drivetrain maintenance with a focus on performance, durability, and ease of use”.

The business aims to offer cyclists a superior alternative to traditional lubrication methods—ensuring a cleaner, more efficient, and longer-lasting drivetrain.

As much as chain waxing is about watt savings, it’s also about “saying goodbye to oily stains and cassette tattoos” —Cyclowax has been developed to keep chains impeccably clean, ride after ride.

Already in use with, and “trusted by WorldTour team Lidl-Trek”, endorsed by gravel rider Freddy Ovett, and backed by investor and elite cyclist Greg Van Avermaet, Cyclowax has sought to become the go-to choice for “riders who demand the highest quality from their equipment”.

With the promise of “always a clean chain,” Cyclowax aims to eliminate oily stains and dreaded cassette tattoos, making it easier than ever to maintain a spotless bike – just as important for competitive racers as for dedicated enthusiasts – “maximizing drivetrain performance with minimal effort while setting a new standard for cycling maintenance and care”.

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