Squirt Cycling Products started in 2003 with a clever gadget: a device the founders developed to let cyclists lube their chains on the fly, out on the road or trail. The problem? At the time, the commonly available chain lubricants were oil-based — attracting dirt and grime, turning chains black, and needing constant reapplication. Frustrated that no suitable lube existed for their new gadget, two lawyers, a pharmacist, and an engineer — all passionate cyclists — decided that if no one else was going to fix it, they would.
«We are passionate about cycling and none of the products offered a solution, so we created it.»
After extensive research and testing, they landed on something the cycling world hadn’t seen before: a water/wax-based emulsion that was more durable, lower maintenance, and self-cleaning — keeping chains clean in the wettest and driest conditions alike. This was the world’s first solvent free wax-based lubricant, tested and proven in some of the toughest terrain Southern Africa could throw at it.
In 2004, Squirt Cycling Products became the official chain lubricant supplier at the inaugural Cape Epic, earning early trust from mountain biking legends like Ned Overend and Travis Brown — and from there, word spread fast across Europe and the US.
A Team Effort, From Day One
What started as four friends solving their own problem has grown into a full range of bike care innovations — our wax chain lubricant lineup (Long Lasting, Low Temp, E-Bike Chain Wax, and the new Hot Wax), Squirt SEAL tubeless sealant, our Foam Spray and concentrated bike cleaner, the eZ-Luber system, and rider care products like SweatSucker, SLURP, Barrier Balm, and Chamois Cream.
But none of that growth would mean anything without the people who got Squirt Cycling Products onto shop shelves and into the hands of riders everywhere in the world.
Our distributors are the core of Squirt Cycling Products. They are the ones who took a small South African brand and introduced it to their local and international cycling communities — supporting events, athletes, and grassroots projects so that passionate cyclists everywhere have access to premium bike care. Every distributor likely has their own story of how Squirt Cycling Products first landed on their radar, and we’d love nothing more than to hear and share those stories in future editions.
Today, thanks to this network, Squirt Cycling Products can be found in over 45 countries around the world. Wherever you ride, there’s likely a local distributor ready to help.
Visit our distributor page to find Squirt Cycling Products near you
To every one of our distributors: thank you. Squirt Cycling Products’ story may have started with four friends in South Africa, but it’s being written every day by their work in markets around the world. This success has always been, and will always be, a team effort.
Here’s to the next chapter — together.
