About us - The company Sport Import.
Berlin, 1980. A new trend was making its way from the USA to Germany: BMX. In West Berlin, Michael Müllmann founded California Sports and started to import BMX bikes. Demand was growing. When his source of supply broke down, Michael put all his eggs into one basket. He flew to the USA and came home with the import rights for GT Bicycles. The company’s new name perfectly described its practice and Sport Import GmbH was founded in 1982.
From the very beginning, BMX was more than just a business for Michael. He provided a hub for kids in Berlin in the 80s, centred around their hobby. Michael accompanied them to competitions, sponsored them. Together they even reached the European Championships.
In 1987, Michael moved back home to Lower Saxony.
However, he did not abandon his passion in Berlin but rather successfully expanded Sport Import GmbH to become a trusted partner to the cycling industry. From 1998 to 2017, Felt Bicycles was also an important part of the company’s history.
NEXT GENERATION
Alexander Reinfeld (born Müllmann), who has been part of the company since 2016, joined the management board in 2017. After completing his business studies, he spent two years in England working for Europe’s largest bicycle retailer. Since then, he has been applying his experience of how online retail works to Sport Import in order to make the company even more modern, digital and European.
In 2020, he became the owner of the family company.
Sport Import’s management board is therefore made up of Alexander Reinfeld, Michael Müllmann and Ralf Fischer.
International – digital
Under their leadership, our team is forging ahead with Europeanisation and digitalisation. In this context, we develop all of our tools – from the B2B shop to the pre-order portal – in house. All over Europe, there are more than 4700 specialist retailers who benefit from both this and our high supply capacity.
Sport Import comprises sales, service, marketing, purchasing, stock, web development, event management and much more. With our experienced team, we are home to over 35 brands.
We are a reliable partner for mountain bikes, road bikes, gravel bikes, BMX bikes, urban cycling and e-bikes.
History
CALIFORNIA SPORTS IS FOUNDED
Michael Müllmann founded the 23m2 California Sports shop in Berlin. Under this name, he imported the first BMX bikes into Germany.
SPORT IMPORT GMBH IS FOUNDED
Under the new name Sport Import, Michael secured import rights for GT Bicycles. Alongside importing and selling bikes, he was committed to the BMX scene in Berlin. At the same time, Michael sold his first mountain bikes.
MOVE TO EDEWECHT
The company headquarters were relocated to Michael Müllmann’s hometown and, due to a lack of alternatives, were first situated in an old farmhouse.
CONSTRUCTION OF SPORT IMPORT’S FIRST WAREHOUSE
Due to constant growth, the company needed more space. A first warehouse was built just a few metres away from the current location in Edewecht.
CONSTRUCTION BEGINS ON THE COMPANY’S CURRENT HEADQUARTERS
At Industriestraße 39 in Edewecht, construction began on the company’s current office and warehouse complex. Sport Import’s future and continuous growth were therefore also safeguarded with regard to its needs for space.
RALF FISCHER JOINS MANAGEMENT
In 1997, Ralf Fischer was appointed to Sport Import’s management board. Ralf was instrumental in programming and implementing the new merchandise management system. Thanks to his expertise, the course was already set early on for digitalisation.
FELT BICYCLES IS FOUNDED
Together with Jim Felt and Bill Duehring, Michael Müllmann founded the company Felt Bicycles in the USA. It remained an essential and successful part of the company history for almost two decades.
WAREHOUSE EXTENSION
Not only the company grows: so does the range of products and thus the need for space. The existing storage capacities are expanded to over 5000m2.
LAUNCH OF THE VOXOM OWN BRAND FOR CYCLING ACCESSORIES
VOXOM – Das Zubehör constitutes Sport Import GmbH’s first own brand. Under this name, high-quality cycling accessories are offered at attractive prices.
ALEXANDER REINFELD JOINS THE COMPANY
Alexander Reinfeld, the son of Michael Müllmann, joined the company. After completing his studies and enjoying success with an English online retailer in the cycling industry, he has been contributing his expertise to Sport Import ever since.
LAUNCH OF THE SI BMX OWN BRAND
With SI BMX, Sport Import’s second own brand was launched. Under this name, reliable BMX bikes for new riders are offered at attractive prices. Since then, the many years of experience Sport Import has in the BMX branch have been visible in the SI BMX product range.
SALE OF FELT BICYCLES
The Felt era came to an end for Sport Import with its sale in 2017.
ALEXANDER REINFELD BECOMES THE OWNER OF SPORT IMPORT
After already joining Sport Import’s management in 2017, Alexander Reinfeld became the owner of the GmbH in 2020. Together with Michael Müllmann and Ralf Fischer, he is preparing the company for the future with a view to Europe and digitalisation.
LAUNCH OF OWN BRAND AMBIT COMPONENTS
Ambit was born from the ambition to rethink performance components and develop them together with riders. Ambit challenges existing solutions and creates products that make a real functional difference.
FOUNDATION OF POLISH ENTITY
Sport Import establishes Sport Import sp. z o.o., strengthening its presence in the Polish market with local sales, service and dealer support. At the same time, the portfolio available in Poland expands to include the majority of Sport Import's international brand offering.
Your European Partner
Our headquarters are in Germany, but we are European at heart. We understand the specific needs that different markets bring. That’s why our salespeople are already on the road in 12 countries: Germany, Austria, Belgium, the Netherlands, Luxembourg, Denmark, Italy, Poland, Croatia, Slovenia, Bulgaria and Romania – and we ship to all of Europe with attractive freight rates.
We believe it’s important to be in the field to listen to our customers. And we continue to grow. With an international team that supports throughout the sales process from A-Z. With our experienced service team that takes care of warranty, maintenance and tuning. With 35 exciting, sportive premium brands around MTB, Road, Gravel and BMX. With a B2B webshop in seven languages. And with our polish office and service center, founded in 2026, we are even more close to our dealers.
The demands of our customers do not annoy us; they drive us instead! Let us make your individual needs meet with our European orientation. Our employees are just around the corner.
Working with us
Distribution wanted
Is your brand looking for a trusted and experienced sales partner? Get in touch with our management on a confidential basis.
Job wanted
Are you looking for a job in the cycling industry? Here you can find our current job offers.
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