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Fat Lad at the Back hits it big time with Dubai launch

Fat Lad At the Back, the high quality cycling brand designed for the average to larger-sized cyclist, will be launching in Dubai at the beginning of 2016.

After just two years of successful trading, the Yorkshire, UK -based brand, already has a strong following in the region.

Fat Lad At the Back design their cyclewear specifically with the average person in mind. Their high quality range, produced in Italy has been carefully designed to properly fit average sized people who cycle and uses colour and designs which flatter the wearer.

Sizes are based on the wearer’s actual body measurements instead of the confusing S M L system used by most other manufacturers. The aim of Fat Lad At the Back is to make the wearer, whatever their size, feel comfortable and confident in their cycle gear.

Fat Lad has partnered with JtwoO Services; the UAE-based, local distributor of the Samurai Sportwears brand, they will carry the Fat Lad range and it will be made readily available on their on line store and in specialised stores. Fat Lad At the Back has a strong sense of community and encourages everyone, whatever their size and fitness ability, to get out on their bike.

The United Arab Emirates has a growing community of riders and the region now boasts an estimated 25 cycling routes with another 900km of cycle path on target to be delivered in 2020 by the Road and Transport Authority. Fat Lad At the Back wants to encourage even more people in the city to get on their bike and feel comfortable in their cyclewear.

Richard Bye, Co-Founder of Fat Lad At the Back comments: “We are thrilled to expand Fat Lad At the Back to the UAE. This move is the first step on our way to localised international growth. It is the perfect time for us to launch in Dubai as it continues development into a cycle-friendly city.

Sheikh Mohammed bin Rashid, UAE’s vice president and Ruler of Dubai, has helped to significantly grow the popularity of cycling in the region. There are currently safe cycling tracks for riders of all abilities at the Al Quadra Cycle Path which has two new cycle paths, as well as the Dubai Autodrome, Al Barsha Park, Mushrif Park and Jumeriah Open Beach Track.

General manager of JtwoO Services Brenda Warburton, Fat Lad At the Back’s distributor in Dubai, said: “Due to the exclusive tracks that cyclists now enjoy in and around Dubai, the sport shows very strong signs of growth with locals and expats alike.”

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