Joov, a UK-based brand focused on muscle recovery and hydration, has announced a partnership with Apico as its official off-road distributor.
Founded by Tom Johnson in 2015 to develop natural remedies for pain following a motocross injury, Joov began gaining traction after the successful introduction of its Muscle Rub. By 2017, the brand had expanded significantly, appealing to a diverse range of athletes.
“I’m thrilled to work with Apico, a brand I’ve admired since I started racing at the age of seven,” said Johnson. “Presenting the Joov range to their team and reaching an agreement was a proud moment for us.”
This collaboration represents a significant step for Joov and strengthens its presence in motorsport. Johnson noted, “Working with a leading distributor like Apico, known for its reach and passion, is a dream come true.”
Dylan Brown, Apico’s MD, commented: “We’ve noticed the Joov brand over the past couple of years, and more recently with the riders we sponsor. I was impressed with Tom and his range of products, which is one of the main reasons why Anna and I thought it was a good option for Apico. With a good mix of products to help the off-road rider recover from the day-to-day tests of racing and riding, we feel Joov will be a welcome addition to the current range of products and brands we offer to our customers.”