Mojo Suspension to Part Ways with Fox Racing Shox

Oct 10, 2017 at 7:49
Oct 10, 2017
by Pinkbike Staff  
 
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Earlier today Cycling industry news reported that Mojo Suspension and Fox Racing Shox are to part ways:

Mojo Suspension will no longer act as the UK distributor or service partner for Fox Factory products in the UK the firm has confirmed to CI.N.

“As of today we’re unfortunately no longer the partner for Fox,” said a spokesperson for the business. “Stock will not be replenished once we have sold through.”

Mojo indicated that no immediate replacement for the brand was as yet planned. The firm’s website currently shows a number of lines discounted for clearance.

More to follow.


MENTIONS: @foxracingshox

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102 Comments

  • + 103
 Just employ Austin Powers. He'll get your mojo back. Yeah baby.
  • + 10
 Oh behave.
  • + 27
 Come on RST. Now is the time.
  • + 23
 Shocking.
  • + 15
 Reckon they'll bounce back?
  • + 16
 No chance. They’ve lost their mojo.
  • + 14
 @eldiablolucifer: Don't know, this seems have put a damper on proceedings.
  • + 8
 @Fix-the-Spade: They're bound to rebound pretty quick!
  • + 36
 Fox just wasn't Fit4 them
  • + 16
 Apparently it doesn't Float their boat anymore
  • + 16
 They've got 36 problems but Fox ain't one.
  • + 5
 @dingus: Chris is simply looking for a suspension company with enough reach
  • - 2
 @dingus: good work so
  • + 3
 There are stacks of other brands that they could reach out to. If they can find the right angle they'd rake it in, but if they leave it too long they will trail behind the competition. They'll need to belt up, there's no time to slack off.
  • + 1
 I believe they need more travel..
  • + 2
 @dingus: then the pricing was too steep
  • + 2
 It was a sticky situation, something had to blow.
  • + 18
 Bad for fox I say. Mojo have been perfect and a reason I always bought fox. The back up turn around was second to none.
  • + 4
 that is exactly right .... totally AGREED ! I personally think it shows what FOX must think of the UK market. FOX should have FIRST sorted out support and professionally transitioned to whatever business is going to support us now. Instead we just get a press release dropped on us .... SHIT behaviour. I have BOS stuff and it performs better but the support from BOS is beyond appalling ... so never bought any more. I got FOX because it does the job but after dealing with BOS I realised how important the best quality instant support is. I got that from MOJO, so would have stayed with FOX. FOX are now leaving the door open for Ohlins and BOS and perhaps DVO to get a better grip of the UK market
  • + 14
 So, why has this happened? It looks pretty sudden since Mojo have 2018 stock on their site. Who's replacing them? Where do you go for Fox warranty and servicing now? Where does this leave the Geometron project? Will they still come with Fox parts? Will they still be available at all? So many questions!
  • + 14
 maybe they will start doing Rockshox? I am sure my Pikes would love a little bit of Mojo.
  • + 1
 Nothing much on the Mojo site now. Geometron - geometronbikes.co.uk
  • - 19
flag BerrysBattle (Oct 10, 2017 at 10:28) (Below Threshold)
  • + 6
 In Germany Fox stopped working with a distributor and now are doing that themselves. I guess the same will happen here. A european headquarter won't happen I suppose Big Grin
  • + 6
 Apart from the price, that's yet another reason to go for Rockshox. Their service parts are easily attainable pretty much anywhere in Europe
  • + 10
 All new Mojo shock and fork for enduro soon !
  • - 6
flag WAKIdesigns (Oct 10, 2017 at 13:09) (Below Threshold)
 @bigburd: If it were true, I just hope that Hope won't be making anything for them. Judging by their bike and crankset , the axle will be 25x120 and will require 3 specific tools to fasten/ unfasten, not to mention a new brake mount.
  • + 2
 @WAKIdesigns: @WAKIdesigns: there's a new hope darth wacek
  • + 2
 @WAKIdesigns: All hail the return of 30mm Foes axles!
  • + 4
 @jzPV: that would make sense but this does seem rather sudden as if it hasn’t been properly planned for. Perhaps Mojo we’re trying to negotiate with Fox and things fell through?
Mojo were held in such high esteem here in the UK that Fox ought to have tread very carefully if they planned to go it alone, instead what they’ve done is piss us off and (as Waki rightly points out) give us another reason to just go for Rockshox. Nobody, not even Fox themselves will match Mojo’s CS. But I guess they will surpass the volumes of product that Mojo could handle..?
From a consumer POV they’d have been smart to absorb Mojo but that doesn’t seem to be what’s happening.
  • + 2
 @ThomDawson:

As a professional mechanic (and rider) Mojo have always been fantastic and super helpful for all suspension servicing we cannot fulfill in store. Strange news....and unwelcome.
  • + 2
 @Earthmotherfu: I love it how If I used word Specialized, I'd get 50 upvotes. Hope fans are like crossfiters.
@Fix-the-Spade: and Foes 80s porn style babes in advertising.
  • + 6
 My take on this is that the Fox product line and market share has grown to be much larger than it did when Mojo initially started distribution - Smaller range coupled with a less than amazing reputation.

Over the past few years Fox have become possibly (depending on your opinion of course) the market leader in high end suspension, especially aftermarket. Their product line is now also huge compared to how it was with all of the different wheel sizes, boost / non boost, performance and factory series, all the rear shocks and the post range.

All of this would say to me that Mojo would have to be willing to dig deep into their pockets to stock all available products, and as distributor that is exactly what Fox would expect.

I imagine Fox have requested Mojo stock a certain quantity of 2018 product, likely ordered up front for the coming 2018 season - I would think this adds up to a huge sum of cash, just think how much a fork costs and multiply that in the hundreds for each type available.

I doubt they have a single issue with Mojos service, I have always found them great and like Chris and his approach, I really hope jobs are not lost because of this but fear it is likely inevitable. I may be proved wrong when the story comes out but it sounds to me like Fox have moved on to someone with bigger pockets.
  • + 6
 Mojo isn't small, they nearly always have the vast majority of the Fox range (MTB and ATV) in stock plus a huge amount of spares. They also have one of the shortest lead times for servicing compared to the competition, their current one is 5 days compared to TFTuned who usually are around 2-3 weeks. They also have a habit of saying it'll be 5 days but will get it turned around in less. With the recent X2 exploding air can fiasco it wasn't unusual to hear of people calling in to get their shocks warranty repaired and it being done while they waited and being back on the trails half an hour later!

Fox will have a big job on their hands finding someone or setting up something from scratch to match that level of service, let alone surpass it.
  • + 1
 @DaMilkyBarKid: My experience of Mojo was exemplary. Even though Fox screwed up on the handling of the X2 debacle, Mojo didn't. They even referred to defending the reputation of Fox in the way they dealt with it.

But what is shocking right now is Mojo knocking out X2s for less than £250 when the ticket price was north of 700 on some specs. Is that really the mark-up that Fox are dictating?

With no official warranty/service operation who is going to want to buy Fox parts or a Fox equipped bike?
  • + 0
 @Travel66: Having seen Fox trade pricing - that is probably closer to Mojos buy in price - the markup for retailers is very small, think a few hundred on a £1800 pair of fox 40s once the vat is paid - bike shops don't carry stock for a reason, low margins and massive purchase costs.

@DaMilkyBarKid

I'm not saying Mojo is a tiny outfit, you are missing my point - I'm suggesting that the Fox range is now much larger and coupled with investor takeover they may be attempting to force large stockholding on Mojo - I have personal experience of a distributor who lost a contract because of exactly this situation - the supplier wanted them to take a huge number of their new product, distribution said not at that QTY so the manufacturer simply left to find someone that would.

Fox are a huge company now, of course I may be completely wrong but my guess is this is a move to either larger pockets or potentially a direct distribution model so the shareholders get Mojos cut of the process.
  • + 1
 @Travel66: if only they still has the X2 - or anything for that matter - still up on their site. I'd be there in a flash.
  • + 2
 @Racer951: Not sure that makes sense to me. I think this is right but do correct me.........

If he is selling a shock at break even (just to clear it) for £246 then the ex vat price is £205.
If he was selling at £700, the Ex vat price is £583.
So he pays £76 quid (£117 VAT charged less £41 VAT paid to supplier) to the VAT man.
So £700 retail less the £76 VAT and the £246 paid to supplier is £378 gross profit on the sale?

Assuming Mojo is presumably a big enough business to be VAT registered.
  • + 1
 @Travel66: I don't know this for sure but the majority of Mojos Fox sales will be to the trade and not direct to the customer - The blow out price is Mojos buy in not their trade price - you have to allow the shop to make a margin.

The only way Mojo could sell cheaper to the public is to stop supplying the trade and that's just not how it works.

This could be the reason Fox have cut ties, maybe they will setup their own distribution in the Uk as they have apparently done in Germany, that way they keep the percentage of the margin that Mojo would have kept.

It's this way in almost all of the bike industry but if you want your lbs to continue to exist it just has to be this way, unless you go direct sale of course but then who supports the product?
  • + 1
 @Racer951: if that's the sales mix then I can see why mojo wouldn't want to accept low return on capital invested in stock, particularly if Fox were setting unrealiistic volume/stocking levels.

.....a shock shouldn't be 700 quid IMO and forks shouldn't be 1800....maybe a soft pound isn't helping but the prices have got stupid,

Many LBS won't touch the insides of a shock/forks/dropper so you have to ask the question as to why there's any point in them being in the value chain at all. Shouldn't consumers just buy direct? I guess you could ask why a distributor is as well .....but with suspension it needs technical support. How is fox going to handle this? Deal direct with retailers for distribution but have a third party warranty/servicing arrangement? What are they doing in Germany?
  • + 2
 @Travel66: That price on the shock is cost plus VAT, it won't take into consideration their running costs (staff, premises, warranty buffer etc). They probably sell them on to shops for a markup then the shop takes their costs out and makes a bit on top. It may look like a high mark-up but when it passes through a few different parts of the distribution model it quickly adds up.
  • + 1
 @Racer951: Direct distribution model is my bet, fits in with Fox's other recent changes. .
  • + 1
 @DaMilkyBarKid: yea it's a plausible scenario. Fox save the Mojo margin and can increase available stock levels.

Mojo did a fine job of things so whoever replaces them has their work cut out.
  • + 2
 @Travel66:

A competent workshop should have no issues doing fork lowers and air can servicing in store, plus dropper post maintenance.

Anything involving dampers or wear/damage we'd send out to Mojo (fox) or SRAM tech (rs) as it'll need tooling and parts we don't carry.
  • + 1
 @hampsteadbandit: So are Silverfish competent at suspension Warranty work? (I have no idea)
  • + 1
 @Travel66:

Guess we'll find out soon!!
  • + 4
 There's a number of excellent suspension servicing companies here in the UK - everyone seems to be acting like Mojo is the only one! There is also lots of third party parts (like seals, foam wipers, etc.) should they not have access to OEM parts. Short term I'd imagine that they'll continue their servicing, and potentially look to become a service centre for other brands (please sign them up BOS...)?

As others have said the service provided and reputation they hold is outstanding so I wish them all the best for the future.
  • + 3
 I personally think it shows what FOX must think of the UK market. FOX should have FIRST sorted out support and professionally transitioned to whatever business is going to support us now. Instead we just get a press release dropped on us .... SHIT behaviour.

I have BOS stuff and it performs better but the support from BOS is beyond appalling ... so never bought any more. I got FOX because it does the job but after dealing with BOS I realised how important the best quality instant support is. I got that from MOJO, so would have stayed with FOX.

FOX are now leaving the door open for Ohlins and BOS and perhaps DVO to get a better grip of the UK market????
  • - 1
 Fox will have this in hand, the only reason we are hearing about it is the split is obviously not amicable so Mojo have blown the whistle on it publicly rather than wait. Hopefully Mojo continue to provide good servicing of suspension in the future.
  • + 3
 Maybe it's a simple case of fox wanting more margin share and in effect going dealer direct (or even consumer..) therefore Mojo are surplus.. even after all the years of top level service. Big shame.

Money talks.. and more then ever before in the bicycle trade.
  • - 4
flag Racer951 (Oct 10, 2017 at 13:05) (Below Threshold)
 I imagine it's more a case of Mojo just can't supply the retail support a company the size of Fox are after anymore, they can certainly provide service but maybe couldn't fund distribution anymore.
  • + 2
 @Racer951: hhhmmmm I'd be surprised, as Chris porter (mr mojo) is super switched on, and they had done exactly that very well for years.

I'm banking it being fox themselves wanting more cake !
  • + 0
 @xeo7: oh yea I know Chris is switched on from my own dealings with him and Mojo but just see this as the reality of being supplied by what is now a big corporate group.

I can imagine the cost to stock a decent number of each of the current range of product would be eye watering - I don't doubt Mojo as a service station but wonder if their pockets just couldn't cover the purchase requests from Fox - it's about the right time of the year for that too.
  • + 1
 Was never too keen with Mojo anyway. Even with taking the effort to go into their store they still gave me a snobby attitude and told me to buy new forks because my 40's are from 2009, instead of just offering help and advice that other companies took the time to give me. The only thing I will be missing from this split up is some spare cash to get a good deal...
  • + 6
 Nitro shox is the future
  • + 5
 Bad move from FOX Mojo have always been a first class set up.
  • + 1
 Bang on, I hope all of the people at Fox don't end up in trouble because of this.
  • + 1
 Make that Mojo, doh!
  • + 4
 Does this mean we’ll be able to get them at a more reasonable price now?!
  • + 1
 Yep that's exactly what it means. Head to the Mojo online store, they're selling everything off at cost

www.mojo-store.co.uk
  • + 5
 @Franziskaner: cool , I need some socks !
  • + 3
 Some mega cheap Fox forks/Shocks on there. Just picked up a Factory X2 for £246! No joke! www.mojo-store.co.uk/2017-float-x2-f-s-241x76-c2x20858852
  • + 2
 Yep I got a transfer post for £170 but now they appear to have taken everything off the site.
  • + 2
 @Sliceoffriedgold: I can still see the X2's and the 36's discounted?
  • + 1
 @al3299: nothing shows on the mobile site. You have to switch to desktop version in the Mojo drop down menu
  • + 2
 They are still there, just not visible. You need to use search :p
  • + 1
 Silverfish UK Ltd. Units 3a-3c Woodacre Court, Saltash Parkway Industrial Estate, Burraton Road, Saltash, Cornwall, United Kingdom, PL12 6LY

So these guys are the new Fox Official service centre, so was it simply a case of one of Mojos main guys leaving and going to Silverfish UK?
  • + 2
 Check out the photo you see if you click on the logo on the tf tuned Instagram... The plot thickens!
  • + 3
 Mojo should get with Boss that would work x
  • + 2
 Aside from the brand or products, I really hope that people don't lose their jobs
  • + 1
 TF Tuned serviced and PUSHed my 36s within about 3 working days and were very helpful. I'm sure Mojo were/are good, but I'm not personally too worried.
  • + 1
 Seen on FB a massive marzzochi (owned by fox) sale in the US.......
Wonder if there's a connection
Corporate rescaling or something
  • + 1
 I hope Fox takes the service in-house for the Benelux. My experience with Sabma (current distributor) as a bikeshop owner and mechanic is terrible.
  • + 3
 When you think fox, you think Mojo, weird move by fox..
  • + 3
 oh .
  • + 1
 Warranty will remain on anything purchased presumably through any new U.K. Distributor?
  • + 2
 Another company gone direct!
  • + 0
 So from what i can make out - fox forks and shocks have approx 50% mark up.
  • + 1
 Their own bespoke suspension.
  • + 1
 No wonder I've been waiting nearly 6 weeks now for my new fork to turn up
  • + 1
 I'd be happy with 6 weeks, I'm 3 months on from paying with nothing to show for it
  • + 1
 Apparently the cost of the staff EOD suits were outstripping the profits
  • + 1
 boom boom...
  • + 1
 I just bought a fox dropper for £150 with a discout code i had.
  • + 1
 Will TFT stand in I'm waiting for my DPX2 pfft
  • + 2
 the plot thickens......
  • + 1
 hmmm interesting move
  • + 1
 MRP!!!!
  • + 1
 RST !!! Ermmmm
  • + 0
 I just hope neither party jumps "into bed" with each other on the rebound.
  • + 1
 DVO !!!!!!!
  • + 4
 HOLY DIVER!!! oh right, sorry.
  • - 3
 I can see Bike Park Wales becoming the distributor for the UK. They already demo the Fox stuff so it would make sense for them to be the main distributor as well.
  • + 1
 I'm not sure BPW would have the spare million £ plus required to fund such a venture? It will end up being Fox with their own setup or one of the big boys like wind wave or madison
  • + 3
 wasn't that run by Mojo anyway?, within BPW service centre? ... looking at it they seem to work together, their employees are trained by Mojo, and they refer more in-depth servicing to Mojo,
  • + 1
 Run in hand with Mojo who are just 20 mins down the road. If BPW have got the distro deal it will create a lot of bad feeling.
  • + 2
 @DaMilkyBarKid: BPW are a trail centre? Fox will move to either direct distribution or a larger outfit, not a smaller, less well equipped one.

You are overlooking how big Fox are - take a look investor.ridefox.com/releasedetail.cfm?ReleaseID=1036004

128million qtr turnover - it will do over 500million in 2017.
  • + 1
 @Racer951: They have a full workshop with fully trained techs, trained by Mojo. All it would take is to find a unit in town (plenty available) and then get a workforce in (again easy as Merthyr has high unemployment) and voila, a new distributor with a demo centre. Seeing as they paid back their £5m start-up cost in 3 years I'd say they have the means to raise the capital required.

I very much doubt they'd do it as it would screw over a major partner of theirs but they would certainly have to opportunity to do it if they wanted.
  • + 1
 @DaMilkyBarKid: will have to agree to disagree on that one, it's pretty imaginative.
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