South African entrepreneur and brand strategist Joggie Prinsloo is embarking on a new chapter with the launch of OSHED, a business combining brand development, marketing consultancy and distribution.
Paid partnership with OSHED
With more than 22 years in the cycling industry, Prinsloo has built a career around sports and healthy lifestyle brands, commercial strategy and international relationships. He’s a specialist in brand strategy, commercial growth and brand activations. OSHED brings these disciplines together to help businesses sharpen their positioning, connect with their markets and introduce quality products to new audiences across South Africa and Africa.
The name has a personal story. Following an unexpected career change, Prinsloo found himself asking what came next. In that moment, the name OSHED came to mind, drawing on the Prinsloo family’s long-standing connection to the idea of “Our Shed”. There was also the very human, unfiltered reaction to the news: “O sh*t.”
What began as a moment of uncertainty became an opportunity to build something of his own: OSHED. Our Shed. Our story. Our next chapter.
MORE THAN TWO DECADES IN CYCLING
Prinsloo’s career spans sales, marketing, brand development, commercial strategy, international business and relationship management. He has helped establish and grow brands in South Africa including Silverback Bicycles, SCOTT Bicycles, Maxxis Tyres and Syncros tools and accessories.
His work has also taken him into elite racing, including managing the SCOTT-SRAM Racing team to Absa Cape Epic overall victories in 2017, 2019 and 2025, selected XCO World Cup races during Nino Schurter’s successful reign, as well as SCOTT SRAM’s highly successful 2026 Nedbank Gavel Burn campaign.
These experiences have shaped his understanding of what makes a brand successful: a clear identity, sound commercial decisions, strong partnerships and consistent execution.
“After more than two decades in this industry, I know there is still a great deal I want to contribute. I’ve built relationships that matter and had the privilege of working with exceptional people. OSHED is an opportunity to put that knowledge to work in a different way and help other brands realise their potential,” says Prinsloo.
THREE COMPLEMENTARY BUSINESS AREAS
OSHED will focus on brand development, marketing consultancy and distribution.
Its consultancy services will help businesses refine their positioning, develop commercial strategies and communicate more effectively with their audiences. The distribution arm will focus on carefully selected brands with strong products and clear opportunities in the African market.
The emphasis is on building partnerships based on shared ambition, sound commercial foundations and a long-term commitment to the brands and people involved.
OSHED is preparing to introduce a selection of leading cycling brands to Africa, with further announcements about these partnerships to follow.
The first two brands that OSHED will take custodianship of are Topeak and Sahmurai Sword. Another prominent brand will be announced soon.
Topeak, founded in 1991 in Taichung, Taiwan, is a leading maker of innovative bicycle accessories. The brand is known for practical, durable products such as tools, pumps, bags, racks, and stands that support riders across road, mountain, gravel, commuting, and e-bike use, guided by its “Prepare to Ride” approach and a track record of industry-leading designs.
Sahmurai Sword is a South African brand specialising in innovative tubeless tyre repair tools, founded by three-time Cape Epic champion Stefan “Sahmurai” Sahm.
Designed and produced in South Africa, it is best known for its flagship bar-end system that discreetly stores a reamer and plug tool inside the handlebars, offering a safe, always-on solution for fast trail-side repairs on mountain and gravel bikes.
For Prinsloo, distribution goes beyond moving products. It involves building awareness, supporting retail partners and establishing the relationships needed to create a sustainable presence in the market.
“Topeak and Sahmurai Sword are already established, high-quality product brands with a very good reputation. While they have both been available in South Africa previously, we believe that with our energy, dealer network and marketing strategy, we can ensure they achieve greater South African market penetration,” said Prinsloo.
A BUSINESS BUILT ON IDENTITY
At the heart of OSHED is a simple philosophy: I KNOW ME. For Prinsloo, it reflects the importance of understanding who you are, what you stand for and where you want to go. The same principle applies to businesses and brands, which need a clear identity to make purposeful decisions and build meaningful relationships.
“I want OSHED to stand for quality, integrity, strong relationships and a genuine commitment to the brands and people we work with. I’m proud that this journey starts in South Africa. There is enormous potential in our market, and exciting opportunities to connect African businesses and consumers with outstanding international brands,” he says.
ABOUT OSHED
OSHED is a South African-founded brand development, marketing consultancy and distribution business established by Joggie Prinsloo. With a particular focus on cycling and opportunities across Africa, OSHED combines commercial strategy, brand development and international partnerships.
Brand philosophy: I KNOW ME
Website: www.oshed.co.za
Media and business enquiries: osh3d@icloud.com
Paid partnership with OSHED
