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The Story of
Sport Import.

From a BMX shop in Berlin to a European partner for leading performance brands.

Berlin, 1980: A trend from the USA is making its way to Germany: BMX. Michael Müllmann opens “California Sports” in West Berlin and starts importing BMX bikes. Demand grows. When his supplier drops out, Michael takes a gamble. He flies to the USA and returns with the import rights for GT Bicycles. The company’s new name reflects its business: Sport Import. In 1982, Sport Import GmbH is officially founded.

But for Michael, BMX has always been more than just a business. He gives kids in 1980s Berlin a place to share their passion, accompanies them to competitions and supports them as a sponsor. Together, they even make it to the European Championships.

In 1987, Michael returns to his home region of Lower Saxony. His passion stays with him as he builds Sport Import GmbH into a trusted partner for the bicycle industry at its new location in Edewecht.

The Next Generation.

Alexander Reinfeld (born Müllmann), who joined the company in 2016, becomes a managing director in 2017. After completing his degree in Business Administration, he spends two years in England working for Europe’s largest bicycle retailer. Since joining Sport Import, he has used his e-commerce experience to drive the company’s digital development and European expansion.

In 2020, Alexander Reinfeld takes ownership of the family business. Since then, Sport Import has expanded across Europe, starting with Austria and the Netherlands as its first markets outside Germany. Today, our field sales representatives are active in eleven countries. Alexander Reinfeld now manages Sport Import alongside Michael Müllmann and Ralf Fischer.

SPORT IMPORT today.

Even as a European organization, we retain the strengths of a family business. Our doors are open, we’re all on a first-name basis, and good ideas don’t need to pass through committees at Sport Import.

When we were named RockShox & Zipp Distributor of the Year in 2025, our fast response times were one of the reasons. Another was our expertise in successfully bringing technically complex products to market. This is also why some of our brands have trusted us for decades, including ODI since 1984.

We want to make working with us as easy as possible for dealers and brands. Our in-house web development team builds the digital tools to support this, including our pre-order tool, designed around the needs of bicycle dealers.

Our focus on digital solutions hasn’t changed our straightforward approach to communication.

Your European Partner.

Our field sales representatives are there for you in eleven countries. From our headquarters in Edewecht, we support all our markets and more than 4,700 dealers. Since 2026, our operations have also included a second location in Poznań, Poland, with its own service center.

And of course, we deliver across Europe.

 

Sales territory

 

Countries with field sales team

Sport Import World Map

Today, more than
 4.700 bicycle dealers across Europe trust Sport Import.

1980
FOUNDING OF „California Sports“

Michael Müllmann opens “California Sports”, a 23 m² shop in Berlin. Under this name, he imports the first BMX bikes to Germany.

1982
FOUNDING OF Sport Import GmbH

Under the new name Sport Import, Michael secures the import rights for GT Bicycles. Alongside importing and distributing bikes, he actively supports Berlin’s BMX scene. He also begins distributing the first mountain bikes.

1987
RELOCATION TO Edewecht

The company headquarters move to Michael Müllmann’s home region. With few alternatives available, the business initially operates from an old farmhouse.

1991
CONSTRUCTION OF THE FIRST SPORT IMPORT Warehouse

As the company continues to expand, more space is needed. The first warehouse is built just a few meters from today’s headquarters in Edewecht.

1997
CONSTRUCTION OF TODAY'S HEADQUARTERS BEGINS

Construction begins on the office and warehouse complex at Industriestraße 39 in Edewecht, which remains Sport Import’s headquarters today. The new facilities provide the space needed for the company’s continued growth.

1997
RALF FISCHER JOINS THE MANAGEMENT TEAM

Ralf Fischer is appointed managing director of Sport Import in 1997. He plays a leading role in programming and implementing the company’s new ERP system. His expertise helps lay the foundations for Sport Import’s digital transformation at an early stage.

1998
FOUNDING OF FELT BICYCLES

Together with Jim Felt and Bill Duehring, Michael Müllmann founds Felt Bicycles in the USA. The brand remains a successful and integral part of the company’s history for almost two decades.

2011
WAREHOUSE EXPANSION

As the company grows, so does its product range and the need for additional space. The existing warehouse facilities are expanded to more than 5,000 m².

2016
LAUNCH OF OUR OWN ACCESSORIES BRAND VOXOM

With “VOXOM – Das Zubehör”, Sport Import GmbH launches its first own brand. From then on, the brand offers quality bicycle accessories at attractive prices.

2016
ALEXANDER REINFELD JOINS THE COMPANY

Alexander Reinfeld, son of Michael Müllmann, joins the family business. Following his studies and several successful years at a British online bicycle retailer, he brings his expertise to Sport Import.

2017
LAUNCH OF OUR OWN BRAND SI BMX

Sport Import launches its next own brand, SI BMX. The brand offers reliable entry-level BMX bikes at attractive prices. Sport Import’s many years of experience in BMX are reflected in the SI BMX product range.

2017
SALE OF FELT BICYCLES

The Felt era at Sport Import comes to an end with the sale of the company in 2017.

2020
ALEXANDER REINFELD BECOMES OWNER OF SPORT IMPORT

Having joined Sport Import’s management team in 2017, Alexander Reinfeld becomes the owner of the company in 2020. Together with Michael Müllmann and Ralf Fischer, he prepares Sport Import for the future, focusing on European expansion and digitalization.

2024
LAUNCH OF OUR OWN BRAND AMBIT COMPONENTS

Ambit is born from the ambition to rethink performance components and develop them together with riders. The team challenges existing solutions and creates products that make a real functional difference.

2026
ESTABLISHMENT OF OUR OWN COMPANY IN POLEN

Sport Import establishes Sport Import sp. z o.o., strengthening its presence in the Polish market with its own sales team, service center and local dealer support. At the same time, the brand portfolio available in Poland expands to include most of Sport Import’s international range.

Looking for a distributor to grow your brand in the European bicycle market? Tell us where your brand stands today. Your inquiry goes directly to our managing directors and will be treated confidentially.

E-Mail:

supplierinquiry@sportimport.de

Convinced by our brands? Then join more than 4,700 dealers who already order from us. In just four steps, you’ll have access to our B2B Webshop and our entire product range.

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