Bieler Sport AG

Since 1986 BY ATHLETES FOR ATHLETES. And still young – sporty – dynamic. In the meantime, it has been rebuilt again and again – adapted – improved. But the common thread has remained: We still stand for the endurance sport RUN – BIKE – NORDIC.

The year Bieler Sport was born dates back to 1986. The business opened in the village centre of Bonaduz – in a small business premises in Norbert Bieler's parents' house. The product range was specialized in running, cross-country skiing and triathlon. The enthusiastic endurance athlete Norbert Bieler, who was only 23 years old at the time, worked a lot and, in addition to a young family, he did endurance sports quite successfully. In December 1992, the opening of the Nordic Center Trin supplemented the offer with rental, sales and lessons. After several smaller and larger store changes, the 20th anniversary was celebrated in 2006 with a major store renovation in Bonaduz. With the integration of a competent bicycle department, the range for endurance athletes has been completed. In 2021, son Livio ended his professional cross-country skiing career and started in the BIELER team. In 2023, the Nordic Center in Parpan was taken over by Martin Gadient, which promised a little more snow reliability. For further strategy and livelihood security, the biggest challenge was accepted in 2024 with a lot of faith in brick-and-mortar retail. On 1000m2 of business space, the family-run specialist shop has decided to open a 2nd location with the previous sports areas "Run-Bike-Nordic" in Chur.