ATHERTON BIKES: PRESS RELEASE MAY 2020

admin April 29, 2020 No Comments

ATHERTON BIKES: PRESS RELEASE MAY 2020

We’ve built the bikes we want to ride

When we were just kids Dan told us we’d start our own bike company. None of us knew what the future held for us or how it would actually be possible, but we knew that one day it would happen. After 15 years as professional athletes we’ve got used to putting an immense amount of pressure on ourselves, we’re never satisfied unless we’re performing at 110%. It’s no surprise that this attitude carried over into the bike company. Last January we set out to bring an Atherton bike to market by summer 2019. Our goal was simple – “Design and build bikes we want to ride ourselves.” But our athlete mentality meant that we had to refine our bikes to the point of perfection; looking back it’s no surprise that we had to delay our public launch. As racers we’re used to making quick decisions; based on our experience, our gut, how a bike feels. At times that clashed with the objective approach of our engineers who worked flat out to test our feedback in the lab before implementing the changes in time for the next race. In the end those different perspectives were the perfect match and we celebrated Rach’s amazing first World Cup win on the Atherton bike at Fort William; the home crowd went wild. Our goal was simple: “Design and build bikes we want to ride ourselves.” Turns out that the things that took most time to develop to our jointly high standards and slowed down our plans for production, would be the things that make our bikes great. One of those things was optimising the stiffness characteristics of the frame. We can be very specific about where we put our material, whether that’s the amount of titanium we put in the BB yoke or seat-stay brace or the lay-up we use in the carbon tubes, our frames are more tuneable than anything we’ve ridden before. The DW6 suspension platform more than proved itself both on the World Cup circuit and the Bike Park, but not without a few iterations! Race after race we refined and re-refined until, 20 prototypes later, we reached our production model. The final piece of the puzzle was dialling in the fit. The three of us, team riders and Atherton Bikes staff all tried multiple sizes before settling on preferred geometries. We’ve pulled this all together into a huge fit calculator that uses your personal measurements to put you on the best fitting bike. So give us your arm-span, height and inside leg and we’ll get you a fit worthy of a World Champion! So here we are at last, buzzing to have two awesome products ready to share with you, the Dowhill bike and the Enduro 29”. Across the range the ride is better than anything we’ve ridden before and the fit better than all our rivals. These are uncertain times, with the spread of the Coronavirus our racing lives have come to a brake-squealing halt. Dyfi Bike Park has closed its gates for weeks, perhaps months. But we’re grasping this chance to fully focus on developing Atherton Bikes and the systems and processes that will ensure we always give you the very highest quality product and service. Running a start-up bike business has been a huge challenge from the beginning, but in the current situation we count ourselves fortunate that our business is already largely based around digital technologies. As it stands today our operations are still very much functioning. We are working from home where we can, and where it’s not possible we’re building frames and bikes from multiple locations to avoid unnecessary contact. Not racing sucks, as does missing events like the London Bike Show where we’d be able to meet face to face, but we are still here online and now feels like a great time to start a conversation. Thanks for being with us as we manufacture our #firstfifty Stay safe, Dan, Gee, Rach

View the #firstfifty bikes here: http://tiny.cc/athertonbikes

Source: ‘Press Office’ Atherton Bikes, Cefn Uchaf, Llanrhaeadr ym Mochnant, Powys, SY10 0DT.
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