The stratospheric rise of Chinese-designed and manufactured bikes, components and accessories has been one of the biggest trends in cycling in the last five years.
Magene has been one of the key players in this shift and its suite of smart tech – from power meters and head units to heart-rate monitors and lights – is now an ever-present at all levels of cycling, from the WorldTour to the weekly club cafe run.
But, as the brand shifts from being an emerging innovator in the industry to an established player on the world stage, it has given itself a fresh look that is befitting of its position.
It’s not limited to a new logo and colourway, though; through this rebrand, Magene aims to convey its new positioning as "a smart-tech professional cycling brand", along with the competitive cycling spirit embedded across all its products and brand practices.
In with the new
The focal point of the brand refresh is a new logo. The old design has been replaced by one that presents the brand name – MAGENE – featuring a bold, custom typeface intended to create a stronger impact. Enhanced by a forward lean and sharp lines, the refreshed design embodies the speed, energy and movement of bike racing.
The new visual identity extends to a refreshed colour scheme, too. Magene’s distinctive orange is retained, but is contrasted with blue.
Clean, simple and to the point, the updated visual style follows the principle of ‘less is more’, conveying Magene’s design ethos of ‘Mastery of the Moment’ while reflecting the performance-centric focus of its smart-tech offering.
The logo and colourway will be applied across the brand’s products in more than 100 countries and regions, creating a uniform and unified approach that will be recognisable to cyclists around the world.
The story so far
The brand refresh comes after a decade of explosive growth and innovation for Magene.
Magene was founded in December 2015 in Shandong, China. Since launching GRAVAT 1, the world’s first 'ultra-silent' smart bike trainer, it has continued to innovate and refine its products.
Over the years, it has expanded its offering gradually into a full ecosystem of cycling technology, complete with power meters, smart bike trainers, GPS bike computers and smart lights.
The products are well thought out and designed and, today, Magene’s professional product line, including the P715 power meter pedals and C606 Pro Smart GPS bike computer, compete for the top spot in buyer’s guides. Its portfolio of products cater to a wide range of indoor and outdoor riding requirements at an accessible, affordable price point.
A new chapter
The refresh goes beyond a new logo and colourway, and signals the start of a new chapter for Magene.
The brand’s ambition is to have a presence on the global stage, where it hopes to bring its philosophy, product innovation and highly regarded customer experience to more riders.
The new look is the first step in this process, but also an integral part of its plan – helping to strengthen Magene’s brand recognition, understanding and trust in new and existing markets.
The updated logo and colourway are a symbol of the strides Magene has made in recent years, continuing its successful approach to product development and refinement, where it aims to deliver professional and performance-focused solutions to cyclists regardless of scenario.
WorldTour credentials
This R&D has been furthered since the start of 2026 thanks to its partnership with UCI WorldTour team XDS-Astana.
Magene is responsible for providing four core product categories – smart GPS bike computers, smart trainers, smart radar tail lights, and heart rate sensors – along with technical support to the team. The results speak for themselves – the team has recorded in excess of 30 wins this season, including three stages at the Giro d’Italia.
But it’s not one-way traffic, and the partnership has also fostered a relationship between Magene and XDS-Astana where Magene is able to get feedback from professional cyclists training and competing at the sport’s pinnacle.
In addition to testing insights, it also has access to race data, which helps to shape future developments and iterations that can benefit riders of all levels.
Global expansion
Magene is already used by cyclists in more than 100 countries and regions around the world, but its visual refresh highlights its intentions to expand its reach further as a professional cycling brand.
Distinctive and signalling its evolution into a leading producer of smart cycling technology, it aims to build universal global brand recognition with a clear, performance-influenced visual identity that reflects its innovation, technological capabilities and user experience.
