Shimano experienced a tremendous growth in online reach in Europe by using Apostle

active retailers
total reach
posts per month

Meet Customer

Established in 1921, Shimano today globally operates three key businesses, with sales offices and factories all over the world. Their main business is the development, production and distribution of bicycle components, fishing tackle and rowing equipment.

They will continue supplying “captivating products” to help promote the bicycle and sports fishing cultures.

"With this platform we prepare ready-to-use social media messages for our retailers that they can easily post with their smartphones, while working in their shop. This greatly increases our regional brand awareness and helps our dealers become active online. Today, social media has become part of our online strategy to take Shimano Service Centers to the highest levels."

- Erik-Jan Brunninkreef, Manager retail services & concepts at Shimano

“Easy to use platform with a very promising future”

- Walter Young, Marketing Program Manager at Canon

"Social media are an important part of our marketing mix. With Apostle's tools, we offer our customers valuable content at the right time in their customer journey. In addition, Apostle's tools support our employees in providing relevant content for their network."

- Luuk Slaats, CEO Centralpoint


There was a need among retailers to get help with social media. In addition, these retailers are the eyes and ears of Shimano. They are the ones that speak to consumers in their stores, on the shop floor and in the workplace. On one hand, this offers retailers an opportunity to use the knowledge of a large organization regionally in the form of online support. Yet it also opens doors for Shimano to communicate with their consumers, especially on a regional level! But how would you do that?


Apostle came up with the idea of distributing ready-to-use social media posts on the Facebook pages of retailers. At the time, there were about 60 retailers that are licensed as Shimano Service Centers, but they could not help and reach out to all of them at the same time. Because of Apostle’s Brand Advocacy platform, this is now possible. “With this tool we can prepare ready-to-use social media messages for retailers that they can approve on the shop floor on their smartphone today. We decided to roll this out to a small group of retailers, and then expand. We are now active with Apostle in more than 8 countries,” says Erik-Jan Brunninkreef, retail services & concepts manager at Shimano.


Shimano benefits from extra visibility by using social media profiles of local entrepreneurs as a publication channel. The same entrepreneurs benefit from a continuous stream of professionally formatted social media messages and gain a lot of knowledge about how to structure a social media post.Apostle is also widely used by retailers on an international level. With more than 335 active ambassadors for Shimano worldwide, a huge online reach is being generated at an international level, which has greatly boosted sales for the retailers.

Get in touch with our expert Koen Jordaans to discuss the options for your company!

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