About us - The company Sport Import

Michael Müllmann in the USA

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.

1997: Inauguration ceremony of the current location in Edewecht, northern Germany


Alexander 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.

Alexander Müllmann, owner of Sport Import GmbH

In 2020, he became the owner of the family company. Sport Import’s management board is therefore made up of Alexander Müllmann, Michael Müllmann and Ralf Fischer.


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 3500 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.


1980 - 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.

1982 - 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.

1987 - 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.


1991 - 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.

1997 - 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.

1997 - Ralf Fischer joins management

n 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.

1998 - 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.

2011 - 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.

2016 - 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.


2016 - Alexander Müllmann joins the company

Alexander Müllmann, 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.

2017 - 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.

2017 - Sale of Felt Bicycles

The Felt era came to an end for Sport Import with its sale in 2017.


2020 - Alexander Müllmann becomes the owner of Sport Import

After already joining Sport Import’s management in 2017, Alexander Müllmann 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.

Working with us

Are you a retailer? Find out how you can benefit from our know-how.

Is your brand looking for a trusted and experienced sales partner? Get in touch with our management on a confidential basis.

Are you looking for a job in the cycling industry? Here you can find our current job offers.


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15.10.2021WTB launches Tubeless Tire SealantThe finale piece of the puzzle for the TCS System

GARDA, ITALY –  TCS Tubeless Tire Sealant is a dependable, thoroughly-tested sealant formula that completes WTB’s patented TCS system of tubeless tires, rims, wheels, valves, tape and sealant. WTB’s proprietary formula quickly repairs ¼” (6mm) punctures by encapsulating fibers and crystalline particles within the puncture to create a flexible, long-lasting repair. TCS Tubeless Tire Sealant uses an ammonia-free tackifying process to seal punctures rather than the evaporative effects of many ammonia-based formulas. As a result, our sealant performs better in wet, unforgiving conditions where other sealants have trouble clotting due to minimal evaporation. WTB sealant also features synthetic latex to reduce the risk of an allergic reaction for individuals with allergies to natural latex products.


The formula for optimum performance

TCS Tubeless Tire Sealant is optimized for temperatures down to 15°F (-9.4°C), which increases sealing performance without altering the formula for extremely cold conditions. Competitors’ formulas often use more antifreeze in order to operate in temps down to 0°F or below. Accepting higher minimum temps allowed WTB to improve sealing performance by reducing the amount of antifreeze and replacing it with additional synthetic latex.

Sealant may seem like a fairly straightforward product to develop. It simply has to sit in a tire and seal punctures, right? Even if it were that simple, we had no desire to relabel somebody else’s formula and call it good.  We developed and thoroughly tested our sealant for two years to be completely confident that TCS Tubeless Tire Sealant is the best option for quickly and dependably repairing ¼” (6mm) punctures.


Different product sizes for every application

TCS Tubeless Tire Sealant is available in four sizes; 4oz and 8oz bottles for installing up to four tires and larger 16oz and 32oz bottles for every workbench. All bottles feature measuring gradients in both ounces and milliliters to easily determine how much sealant is being poured. Our all-new TCS Tubeless Tire Sealant is currently available in Europe and will be available on bike shop shelves across North America this fall.




About WTB
Founded in 1982, WTB was formed in Marin county, the birthplace of mountain biking, to design better bicycle products. Renowned for saddles, tires, rims and grips, this rider-driven company continues to push the boundaries of what’s possible through an unrelenting spirit of innovation and passion for two-wheeled adventure.

About TCS
TCS (Tubeless Compatible System) is our standardized tubeless rim/tire system designed to meet international ETRTO standards and provide the most reliable tubeless system available. TCS Tubeless Tire Sealant is an integral part of the TCS system because it creates an airtight seal that also improves riding performance and prevents flats. WTB’s complete line of TCS tubeless products includes tires, rims, wheels, tubeless sealant, valves and tape.

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12.08.2021The XPLR Collection - SRAM, RockShox, ZippThree trusted brands - Infinite ways to gravel!

What is gravel anyway?

A category? A style? A way of life? 

The short answer is “yes”—gravel’s whatever you want it to be. Go where you want and unlock unlimited adventure right from your front door. 

SRAM created the new XPLR collection to help you define your own ride style.

Three trusted brands. Three sets of products. Designed to give road riders, mountain bikers, and gravel grinders unlimited new ways to get after it.

SRAM – Drivetrain

The XPLR collection is designed for tackling rugged and variable terrain on a drop bar bike.

Built for today’s riders, XPLR components provide more comfort, control, and capability. Go ahead and take the long way home.

XPLR eTap AXS rear derailleurs

If your ride doesn’t feel complete until you get a little dirt on your tires, you know the importance of capable components that can tackle anything. The SRAM XPLR eTap AXS rear derailleur is a dedicated 1x specific unit designed for use with XPLR 10-44T cassettes. It makes for an uncluttered drivetrain that takes on pavement and singletrack with equal aplomb. Wireless and proven eTap shift logic, AXS connectivity, and advanced chain management mean this derailleur does exactly what you want when you need it. 

XPLR 10-44 cassettes

Make that daily ride from your front door a little spicier with some dirt. The 440% range of the XPLR 10-44T cassette provides smooth gear progression when you’re sweating up gravel climbs, and tight jumps on the high end for when it’s time to drill it on asphalt. Shift features on each cog are optimized for electronic shifting, so you’ll get fast, smooth, and precise shifts every time.

New direct mount 1x cranksets

We pioneered the 1x drivetrain, and the SRAM RED and Force 1 cranksets evolve the innovation. Lightweight and stiff direct mount 1x chainrings in sizes from 38-46T mate with durable carbon arms to place your bike’s gear range in the sweet spot for your needs, with minimal complications. Our game-changing X-SYNC narrow-wide chainring technology keeps your chain where it needs to be, a new wide stance option provides maximum tire clearance, and our XPLR 10-44T cassettes take care of the range. So you can focus on the fun. 

Force 1 Wide crankset

We pioneered the 1x drivetrain, and the SRAM Force 1 crankset evolves the innovation. It’s lighter, stronger, and simpler—non-aero chainrings can now be installed with a single tool. Wide variant cranks accommodate the largest of tires for your 1x gravel machine.

RockShox – Suspension

Give gravel some travel. RockShox brings the party to gravel. With a new fork and dropper post.

With so many riders getting off road, it was only a matter of time before RockShox found its own small rock rhythm. Built from the ground up to gravel, the new Rudy tackles rough roads with ease and features enough travel to keep your ride comfortably in control when curiosity takes you off the beaten path. Matched with the fresh Reverb AXS XPLR dropper post, we’ve created an all-new design complete with built in compliance to really open it up on new terrain. It’s time to give gravel some travel (we’ve been waiting to say that). 

Rudy Ultimate XPLR

The new Rudy is a perfect match for your gravel bike. It’s energy-efficient for straightaways and offers enough travel to keep you comfortably in control when things get rough. Built around the Charger Race Day damper (our lightest damper ever), everything is custom designed with gravel in mind. It’s lightweight enough to make a road bike proud, and our new Solo Air spring is specifically tuned for this travel light option. Riding with Rudy is one fun way to gravel.


Why not craft a gravel-specific dropper post? The new Reverb AXS XPLR dropper post delivers more control, confidence, and fun to gravel riders everywhere. We created an all-new design complete with new air-only internals featuring built in compliance that we call ActiveRide. Enabled by SRAM AXS technology, create the ultimate personalized cockpit with next level interaction, personalization, and connectivity across all AXS enabled components.

Zipp – Wheelset, tire, handlebar

Roll with it. Zipp smoothes your ride with a purpose-built gravel wheelset.

101 XPLR wheelset

The 101 XPLR is our first purpose-built wheelset for gravel. Thanks to our MOTO Technology, this wheelset arms gravel cyclists with more control and durability over harsh terrain, providing a smooth ride quality that helps reduce rider fatigue. That means a more comfortable ride. Think of it as a magic carpet ride over primitive roads, especially with large tubeless tires at lower tire pressures. This wheelset is ideal for gravel racing, adventure or any long day in the saddle. 

G40 XPLR tire

The tire’s casing and bead-to-bead puncture protection strip navigates the fi ne line between supple and stiff so that grip and performance do not suffer while making an incredibly durable gravel tire.  The G40 XPLR 40mm width was carefully selected to be most effective with its tread pattern while also fulfi lling riders’ evolving preferences for wider tires for gravel events and off-pavement riding 

Service Course SL-70 XPLR handlebar

Updated distinctive Zipp cosmetics

70mm reach and 115mm drop allow a comfortable hoods position and a shallow drops position

5° drop flare and 11° drop outsweep creates a drops position 6cm wider than hoods

Ergonomic top with 3° backsweep

Matte Black nano blast aluminum 


Three brands. Infinite ways to gravel.

The XPLR collection from SRAM, RockShox, and Zipp celebrates a new era of drop bar riding with three product sets to make gravel yours. Every upgrade works great by itself or all together. So pick a path, or mix and match galore. After all, gravel is what you make it.


Discover the XPLR Collection in the Sport Import Webshop

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06.08.2021Sport Import becomes TIME Sport distributor for Germany, Austria, Bulgaria and RomaniaRepresentation completes the SRAM brand range

Sport Import is proud to take over the distribution of TIME Sport products. As a long-standing, trusted partner of the SRAM Group, TIME Sport completes the SRAM brand range at the Edewecht-based wholesaler. The distribution for TIME covers the countries Germany, Austria, Bulgaria and Romania. The distribution for the above mentioned countries is another important step on the mission of Europeanization at Sport Import.

In February of 2021, SRAM had announced the acquisition of the entire range of road and mountain pedals, cleats, and related patents of TIME Sport. Both, SRAM and TIME Sport, have a long history of innovative product development dating back to 1987. SRAM is committed to preserving TIME’s heritage and legacy of quality and innovation.

SRAM has completed construction on a brand new Portugal-based TIME Sport development and production facility. The new location is in Coimbra, near the SRAM chain and Zipp wheel factory. The transition is nearing completion, and production has begun.

TIME products will soon be available for order in the Sport Import B2B webshop.

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29.07.2021Sport Import to extend SRAM distribution into Bulgaria and Romania

To better serve dealers and riders, SRAM is extending its distribution in Europe. Sport Import, based in Edewecht (Germany), will from August 1st 2021 also be active in the Bulgarian and Romanian markets with the entire portfolio of SRAM brands: SRAM, RockShox, Truvativ, Zipp and Time. Sport Import will share the distribution in Bulgaria with Velomania and will be the only distributor in Romania.

Michael and Alexander Müllmann, Sport Import General Management, commented on the changes: “Entering the bike market in Bulgaria and Romania is an important strategic step for Sport Import in our mission to make our product portfolio available to European bicycle dealers. Bike shops and consumers will now be able to enjoy the complete offerings of all the exciting and innovative SRAM brands via Sport Import. Dealers are going to have an easy time finding and ordering the product they want in our state-of-the-art webshop. For any questions that may come up, we’ve got our sales and service teams ready to help and offer advice. With 30 years of experience in technical support, our company will take care of any warranty issues on their SRAM bike ride experience. We are also ready to carry out tuning requests or repairs after the warranty period expired.”

Ian Young, SRAM’s Director of Aftermarket Sales EMEA/APAC, added: “Sport Import have been a trusted part of the SRAM Distribution family for many years and share our core values through all of their employees. Its that trust that enables us to make this exciting step with them into several new markets. We are excited about how this partnership will now support new dealers and riders over the coming years and open up SRAM and its products to new opportunities.”

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16.06.2021Sport Import is granted Denmark distribution for Lezyne

Lezyne products stand for engineered design and have won numerous awards since the beginning. The manufacturer is now awarding distribution rights for the Danish market to Alexander Müllmann’s sales organization. The Edewecht-based distributor is thus further expanding its activities in Europe.

When former professional triathlete Micki Kozuscheck founded Lezyne in 2007, he wanted to take the product design of bicycle accessories to a new level. The pursuit of perfect function and premium looks still drives the innovative company today. Lezyne manufactures under this guiding philosophy, among other things, pumps, lamps, multitools, tubeless accessories and CO2 systems, as well as GPS devices. The products are designed by American and Taiwanese engineers together as a team.

The distribution in Denmark entrusts Lezyne from now on the company Sport Import – in 2021 initially non-exclusively, then from 01.01.2022 as the exclusive distributor for the Scandinavian country. Lezyne and Sport Import have already been working together successfully in the German market since 2014. With the expanded cooperation in Denmark, Lezyne relies on a well-known, powerful partner with over 35 years of experience. For Sport Import GmbH, the step represents an important and at the same time logical expansion of its European sales activities: Lezyne is an integral and steadily growing part of its portfolio.

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12.04.2021Verde Bikes – Back in Europe!For a long time, Verde had disappeared from the European market. Now the US Americans, founded in 2007, are back on the continent.

Not new, but finally back: Verde is not a blank piece of paper. Founded in 2007, Verde caused quite a stir. With a lot of color, the Americans cleaned up the BMX market, which was dominated by black at the time. A large fan community quickly formed. With falling demand for BMX bikes, Verde said goodbye to the European market in 2012. Now the eight-year dry spell ends. For the new start, Verde is relying on BMX expertise in distribution: European sales will be handled by Sport Import GmbH from Edewecht.

An old contact and a common opinion ensured that Verde and Sport Import agreed to work together in 2020. The way back to Europe was a done deal. The choice is only logical for both: Sport Import’s roots lie in Berlin in the 1980s. That’s where it all began for the wholesaler, now based in Edewecht near Oldenburg, with the import of BMX bikes.

The first Verde delivery as part of the new connection is now on its way. The BMX scene can look forward to fresh wheels: Simple, clean, classic. That’s the promise of Verde’s slogan. They can be purchased through Sport Import’s stationary dealers throughout Europe as well as online retailers.

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01.04.2021Paperless Shipping at Sport importSport Import GmbH has been using paperless shipping since mid-March. The next obvious step in digitalisation brings several advantages for customers.

Being a reliable partner for the retailers also means making the processes as simple as possible. With this in mind, Sport Import has been consistently pushing ahead with digitalisation for years. The distributor from Edewecht relies on customised systems from its own IT department. They see themselves much more flexibly positioned than would be possible with standard solutions.

“Digitalisation is not an end in itself for us. We love and live personal contact with our dealers. However, this does not exclude that we set up our processes digitally and lean – quite the opposite,” says Ralf Fischer, Managing Director of Sport Import GmbH. Through this approach, contact with the specialist dealers is concentrated on professional exchange and advice. Fischer runs the company alongside Alexander and Michael Müllmann and is responsible for accounting, IT, logistics and service.

Having already introduced e-billing last year, paperless shipping is the obvious next step. In addition to eliminating the printing of packing lists, the project has other advantages for the dealer: Every package that leaves the warehouse in Edewecht now receives its own SSCC (Serial Shipping Container Code). This can be scanned by the retailer using a QR code and leads directly to the packing list in the B2B shop’s customer account. This way, the recipient can see at a glance which items can be found in which box. Incoming goods at the retailer are thus optimised. In addition, less paper is used and thereby the ecological footprint is reduced.

“Our dealers are very heterogeneous. We always have an open ear and implement our digitalisation projects in a way that makes things easier for everyone,” says Fischer. If, despite the advantages, a partner still needs the packing lists in paper form, this is possible with a click in the settings of the B2B shop. However, the feedback from the trade is very positive: only a fraction of Sport Import’s 3,500 dealers make use of this opt-in.

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16.03.2021Eat well, go far - Chimpanzee as new nutrition supplier in the Sport Import rangeThe best products are created as problem solvers.

In 2008, Josef, Milan and Ondřej needed an energy bar that was made from natural ingredients, gave enough power and simply tasted good. From then on, the founders of Chimpanzee Nutrition have been consistently implementing their sympathetically idealistic concept. Since 2021, Sport Import GmbH (Germany) has been distributing Chimpanzee products in Benelux and Austria.

After one of their tours, the three Czech cycling fanatics Josef, Milan and Ondřej decided that they would take high-quality nutrition for their passion into their own hands from then on. Simply because the products on the market were not good enough for them. However, the search for the right recipe was not just about good taste. The ambition to use only natural and high-quality ingredients has been consistently pursued from the very beginning. The chimpanzee symbolizes a strong and nature-loving athlete in this context. In addition to energy and protein bars, the product range now also includes chews, gels, isotonic drinks and shakes. In this way, all phases of training – from preparation to regeneration and muscle building – are covered.

Chimpanzee avoids artificial colors and other additives as well as industrial sugar. As an alternative, the Czechs use rice syrup. This results in a favorable glycemic index for the products and an even energy supply for the athlete, which shows that good taste and performance are uncompromisingly brought into harmony here. Almost all products from Chimpanzee are vegan. Chimpanzee’s slogan “Eat well, go far” sums up the founding idea.

As holistic as the concept is conceived, as comprehensible is also the ambition to protect the environment: All products are produced in the EU. This eliminates long transport routes and keeps the ecological footprint small. The three bikers show that they are serious with their commitment to “1% for the planet”: one percent of Chimpanzee turnover is donated to NGOs dedicated to environmental protection.

Chimpanzee products are now distributed by the German bicycle distributor Sport Import in Belgium, the Netherlands, Luxembourg and Austria. They can be purchased through Sport Import’s stationary dealers located there as well as online retailers.

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