AGU bicycle gear and apparel

AGU is a prestige Dutch brand deeply rooted in the history of professional cycling. Founded in 1966 in Alkmaar, Netherlands, the company rose to international prominence through its high-performance gear and its long-standing partnership as the equipment provider for elite teams like Team Visma–Lease a Bike (formerly Jumbo-Visma). While the brand's heart and design headquarters remain in the Netherlands, its manufacturing is distributed globally, with products made in various locations across Europe and Asia to meet modern technical standards.

The brand has evolved from a local cycling specialist into a cornerstone of European bike culture, offering everything from professional-grade raincoats to aerodynamically optimized racing kits. Today, AGU continues to operate as an independent entity under the leadership of the owning family and management, maintaining its focus on the 'Everyday Riding' philosophy that caters to both competitive athletes and commuters.