Atherton Bikes Launch Direct To Consumer Sales Website
Tue 18th Jan, 2022 @ 6:30 pm
Atherton Bikes Launch Direct To Consumer Sales Website
Today is a big day for the Atherton Bikes crew as they launch their brand new website, where you can order your own Atherton Bike.
The company have spent just over three years testing and developing both product performance and the supporting technology that perfectly fits their bikes to a rider. Now they are ready to offer online purchasing to customers across the globe.
At launch they will be offering two models, a World Cup winning Downhill bike with 200mm of travel and a newly refined version of the 29”, 150mm Enduro bike. Further product releases are scheduled for Spring.
Atherton’s production bikes have already been delivered to one hundred customers around the world and have been met with unanimous approval. Almost all new riders have mentioned an instant feeling of familiarity and confidence with consistent feedback like “the bike tracks the ground like nothing else I have ridden…” and “it will make you ride faster!”
Gee Atherton said “It’s so awesome to be taking the next big step for our start-up company.
Shortages
It hasn’t been an easy time to set up a new bike company with shortages of components across the entire industry; we will always be grateful to those early adaptors who believed in us right from the start and ordered their bikes unseen and un-reviewed. It’s been a whirlwind three years that has seen some big milestones, including our first three World Cup wins, and the wildly successful crowd-funding raise that has allowed us to recruit some awesome young design and engineering talent, move our manufacturing in house and quadruple our production capacity
Atherton Bikes are manufactured in Machynlleth, mid Wales using additive manufacturing ( 3d printing in titanium) This cutting-edge technology is widely used in Formula One and the aerospace industry but it is still relatively unknown in mountain-biking. All of our frames are individually hand-crafted to finish.
UK Manufacturing, no carbon
Atherton Bikes CEO Dan Brown said “Unlike the majority of high-end brands we don’t rely on carbon moulds or Far East production. Every one of our bikes is individually tailored in CAD to produce titanium lugs which are bonded to carbon fibre tubes with aerospace grade adhesive. Not only are our bikes very strong but we can react quickly, with vast potential for variations in size, geometry and the incorporation of new learnings in a continuous process of improvement.”
The new website will host a customer fit calculator that suggests one of an extended range of standard sizes (22 for the enduro bike, 12 or the downhill) or if you still can’t find a perfect fit you can go custom to get your perfect-fit bike.
The additive manufacturing technology that facilitates this revolution in sizing also eliminates the limitations of a three year product cycle. This means that learnings from the racetrack or the company’s continuous testing at Dyfi Bike Park can be immediately incorporated into their production bikes. To coincide with the new website launch the product team have introduced a series of refinements to the Enduro bike. The new version 150 will have port to port cable routing, down tube protection, a steeper seat angle for more efficient pedalling and a longer seat-post insertion for more dropper post options across the range of sizes.
Dan Atherton said “It had always been our dream to set up a bike company with the Atherton name on it. We started using Formula 1 technology and aerospace engineering to make mountain bikes in Wales which was exciting for us and our desire to do things differently. “
World Champion Rachel Atherton said “Every bike is made to order and built to last so there is no waste. We all love it when we see our bikes out on the trails, we’re definitely still in start-up mode but I hope this next phase of our company’s development will give many more people the chance to try our bikes.”
Costs start from £3999 for a frame only option or £6700 for a full build. (Prices in GBP inc. sales tax)
