PacMags launches Bike magazine

Pacific Magazines has launched a new magazine aimed at cycling enthusiasts.

Called Bike, the quartlerly title  is being produced by the same team behind Australian Men’s Health; it will be edited by former Men’s Health editor Bruce Ritchie.

The magazine – licensed through Rodale International – will be priced at $9.95 and goes on sale in supermarkets and newsagents nationally from Monday 21 January.

It is being positioned as a title geared towards improving every aspect of road cycling – from fitness to skills, nutrition and knowledge.

Ritchie said in a press release: “Bike is a magazine that will help every reader become the best rider they can be. From advice on how to train better and eat smarter, to lessons from the sport’s history and culture, tips from the pros, authoritative reviews on the best new bikes and gear, to simply celebrating the sheer thrill and fun of cycling, Bike is a must-read for anyone who wants to get faster, ride stronger… and have a blast on the road.”

Bike is Rodale International’s fourth international edition after the US and South Africa. An issue of Bike is also to hit the shelves in Sweden in January.

The launch will be supported by point-of-sale activity, merchandise, promotional pages in sibling titles Men’s Health and Women’s Health, and a 16-page sampler distributed at the Tour Down Under, which kicks off in Adelaide on January 20.


  1. Jack B. Nimble
    10 Dec 12
    9:41 am

  2. Hard to see how Bike can fail. A strong brand pedigree from Rodale, excellent positioning a la Men’s Health as ‘lifestyle mag for bike riders’, extensive cross-promotion via MH and WH, and one of the country’s best editors (Bruce Ritchie) in the saddle (yes, I couldn’t resist at least one obvious pun!).

  3. Dwayne
    10 Dec 12
    9:44 am

  4. Although I – like all sane minded individuals – despise cyclists, this is a very good idea.

    10 Dec 12
    11:05 am

  6. Looking forward to the Interviews and the articles…
    “How to facilitate the biggest fraud in sporting history and make millions’
    How to administer EPO
    10 ways to mix and match lycra
    Does my bum look big in this?
    Where to find the best Soy Latte
    Get your Free leg waxing kit in issue one

  7. yep
    10 Dec 12
    11:16 am

  8. 6 months max……

  9. Johnno
    10 Dec 12
    11:50 am

  10. Cycling’s the new golf for 40+ midlife crisis prone men. So it should work, in so much as it’s going to have a pretty affluent audience. I’ve always wondered how those “running” magazines fill their pages each month, so if they can do it, it should be a ride in the park for Bike.

  11. Keithy
    10 Dec 12
    12:08 pm

  12. Huh…

    Launching a new magazine to a niche audience

    A different strategy to EVERY other publisher. Perhaps they would also looking into bringing back ‘video shops’ this FY too….

  13. Cyclist
    10 Dec 12
    12:13 pm

  14. … not as much as all sane cyclists despise people named Dwayne. Was the ‘D’ a typo on the birth certificate … maybe a stutter or a mumble?

  15. JB
    10 Dec 12
    2:21 pm

  16. @ Cyclist. Lighten up a bit, mate. It was a joke. And to try and make light of someone with a “stutter” doesn’t say much about you as a person.

    Just as mining has been a growth sector in the b2b market, bikes and cycling seems to be the growth sector in the b2c market – with several magazines and sites now reaching this niche audience.

    MediaScope lists 9 magazines and/or websites directly reaching a bicycling market with some further brands reaching extreme fitness and triathlon audiences.

    You can see these media options listed here –

  17. james
    10 Dec 12
    4:38 pm

  18. Why not “Bicycling” like the US edition?
    Good luck, going to be very tough to get readers and ad revenue.