US Bike Supply Takes Over Australian Distribution of Profile Racing

A new chapter for one of BMX’s most iconic brands in Australia.

US Bike Supply has officially taken over Australian distribution of Profile Racing products, ensuring Australian riders and bike shops can continue to get their hands on some of the most respected components in BMX.

Now that Elite Cycle Imports (ECI) has wound down its wholesale operations, the transition marks a new chapter for Profile Racing in Australia. It’s also a natural fit, with US Bike Supply headed up by Shane Jenkins, a familiar face in the Australian BMX scene with decades of experience in racing, media, marketing and the bicycle industry. Shane has teamed up with friends Kim Lane and Brad Baker to make US Bike Supply a serious entity.

Keeping Profile Racing Strong in Australia

For many Australian BMX riders, Profile Racing needs little introduction. The family-owned American brand has been manufacturing premium bicycle components since 1978, earning a reputation for quality, precision engineering and products built to perform.

Manufactured in St. Petersburg, Florida, Profile Racing has remained deeply connected to its BMX roots while continuing to develop components for BMX racing, freestyle and mountain biking.

From its legendary hubs and cranks to stems, chainrings and other precision-machined parts, Profile has built a loyal following among riders who appreciate quality American manufacturing and components with a genuine heritage.

US Bike Supply’s priority is to build on that legacy, keeping Profile Racing accessible to Australian riders while strengthening support for local bike shops and the BMX community.

Supporting Riders and Bike Shops

US Bike Supply will operate with a streamlined, online-focused model, supplying retail stores and consumers through the usbikes.com.au website.

The aim is simple: make it easy to access Profile Racing products, provide responsive customer service and continue growing the brand across BMX racing, BMX freestyle and mountain biking.

For riders, the transition means Profile Racing’s legacy continues, with a renewed focus on product availability  and connecting the brand with the next generation of Australian riders.

The Future Is Looking Good

Profile Racing has been part of BMX history for over five decades, and its influence on the sport remains strong. US Bike Supply is looking forward to building on the work that ECI have done, supporting the existing Profile Racing community and introducing more riders to the brand.

For the US Bike Supply crew, this is about more than distributing bicycle components. It’s about continuing to support a brand that has played a significant role in BMX for generations.

Profile Racing is here to stay in Australia.

Visit usbikes.com.au to explore Profile Racing products or contact your favourite bike store. Follow US Bike Supply on Facebook @usbikesupply and Instagram @usbikesupply.