Beat Bühlmann, the founder of EROX, turned his hobby into his career in 1992 by opening the first ever triathlon shop in Switzerland in the city of Zurich.
Alongside promoting well-known brands, he specialised in "custom-made bikes" and proved to be extremely successful especially among tri-athletes. Triathlon sport in Europe may still be finding more and more fans in Europe in general and in Switzerland in particular and triathlons may have long-since established themselves as big events throughout the world, but there has still been a real lack of specialisation among traditional sports article manufacturers in this segment. The special needs of tri-athletes regarding functionality in competition, in the changeover area and in training are therefore only insufficiently fulfilled. This was reason enough for Beat Bühlmann, who is still an active Ironman and short-distance tri-athlete, to establish a new brand with EROX that is especially for triathlons and to develop and offer innovative products precisely for the three sports of swimming, cycling and running. The ambitious objective of establishing EROX as a global brand for triathlon sport could therefore be met considerably sooner than expected. The major interest shown in the brand during global product presentations is reason enough for choosing to establish an international distribution network at this point in time. - meaning that EROX products will soon not only be available in Europe, but all around the world.