Functional, high-quality maintenance products developed in Finland
REX Cycling Products represents a carefully curated range of bicycle care and lubrication solutions developed by Rex — a Finnish manufacturer with a long history of material science and wax-technology expertise.
Originally known for ski waxes and high-performance glide technologies, Rex applied its advanced paraffin and lubricant know-how to cycling products with outstanding results. The cycling range includes chain lubricants, hot waxes, cleaners, and assembly greases — all engineered for low friction, cleanliness, and long-lasting performance.
Brand positioning
REX cycling products are positioned in the premium maintenance and lubrication segment — aimed at riders, workshops, and retailers who value reliable, technically effective solutions over commodity oils and greases.
The product range benefits from:
- Expertise in paraffin- and wax-based chemistry
- Finnish engineering and quality manufacturing
- Products developed to perform under demanding conditions
This makes the range particularly compelling to:
- Premium bike shops
- Service centres
- Enthusiast riders
- Workshops looking for differentiated maintenance products
Who REX products are for
REX cycling products are a strong fit for:
- Retailers who want to offer high-quality finishing and maintenance products
- Workshops that need dependable lubricants and cleaners
- Enthusiasts and customers who appreciate technically sophisticated care solutions
Rather than generic sprays and oils, REX products offer performance-driven alternatives that keep drivetrains smoother, cleaner, and better protected.
BikeFirst & REX
BikeFirst represents REX cycling products with an emphasis on product integrity, technical communication, and strategic aftermarket placement.
My role includes:
- Market and territory development for REX products
- Retailer support
- Category education and technical guidance
- Strategic positioning within the premium maintenance segment
I support partners in bringing REX’s Finnish-engineered solutions to markets where quality, performance, and differentiation matter.
Working with REX products
Partnerships with REX Cycling Products are built on shared commitment to product quality and long-term collaboration.
If you are a distributor or retailer interested in offering REX cycling care and lubrication solutions, I’d be happy to explore whether there’s a good fit.
