Athertons Launch Their Own Bike Company With Dragon's Den Investor

Jan 25, 2019
by Atherton Racing  

PRESS RELEASE: Atherton Bikes

Dan, Gee and Rachel Atherton are excited to announce the launch of their new bike brand, Atherton Bikes. The siblings will partner with renowned suspension designer Dave Weagle and utilise ground-breaking additive manufacturing technologies combined with carbon fibre tubing to “create our ultimate range of bikes.”


Dragons’ Den entrepreneur Piers Linney will join as a co-founder of the newly formed company with the introductory Atherton Bikes range scheduled for sale in 2019. The Atherton Bikes brand has been a lifetime in the making with Dan building his first bike in 1992 when he was just 10 years old. But in recent times the family’s dream of pushing bike development as hard as they push their riding has become irresistible.

bigquotesIt’s always been a dream of mine for us to ride for our own bike company. We’ve ridden for some great brands and we’re proud of the part we’ve played in the development of DH bikes from the Commencal to the Trek Session and trail bikes like the GT Sanction. We’ve always really enjoyed the process, from working with the designers on the early stages through to testing and refining prototypes on the World Cup circuit. But because of the way that the sponsorship system works we’d soon be starting over with a new brand. I’m enormously grateful for all the opportunities that system afforded us – we all are, but for us it’s always been about pushing the boundaries of the sport. Back in 2003 we started Atherton Racing so that we could to do things the way we wanted, from building our own tracks, to producing edits like the Atherton Project and events like Red Bull Hardline. Now feels like the right time to put our hearts and soul into a range of bikes designed and built our way.Dan Atherton


bigquotesWe will start with what we know best, focusing on high level product designed to be ridden aggressively! For 2019 we’ll race our own prototype bike and we’re planning to bring that DH bike to market, along with a range of trail bikes. We’re working with some amazing guys formerly of Robot Bike Co., and they’ll be an essential part of our start up, they are as passionate about the technology and its potential to disrupt the industry and shake-up the large corporates as we are.Gee Atherton

The Athertons met Ed Haythornthwaite, one of Robot’s founders, when he was Dan’s World Cup mechanic in 2006 and their ongoing friendship was the catalyst for this venture. Ed’s understanding of what works on a bike and his passion for improving a rider’s experience underpins the development of the entire range. Ed’s co-founders, Ben Farmer and Andy Hawkins both come from an aerospace and Formula 1 background. They are experts in composites and additive manufacturing (metal 3D printing) which allows for full customisation of every bike frame.


bigquotesThe additive manufacturing process is so responsive that we’ve been able to test and adapt a series of prototypes that ride like the finished bike; this constant cycle of innovation means that we can get our race bikes dialled much more quickly and that every purchase of a production bike will be at the very forefront of this
development.
Gee Atherton


bigquotes “The dream has always been to race our own bikes, and the additive manufactured bikes are so exciting and ground breaking - the ultimate bike! Through our entire career we’ve been proud to represent our country and support the next generation of bike riders, so the fact that we can deliver our new brand through a UK based company is just incredible and the icing on the cake for us!

We all believe that having the right bike for you and the stage you are at with your riding can transform your experience. Our big goal is to see kids, all mountain explorers, bike park shredders, racers and e-bikers enjoying our bikes – just saying that sounds mind blowing!

This is a genuine start-up business that we are building from the ground up, it’s going to be a huge undertaking to bring our bikes to market, even with Piers on board to
help us. Our learning curve is steep but the dream of bringing Atherton Bikes & our love for riding to everyone is about to be very real! 
Rachel Atherton

Piers Linney said “As a rider myself I’m extremely excited to be working with the Athertons to deliver a new product range that meshes my enjoyment of MTB with my passion for new technologies. Exciting times ahead.”


More announcements on our race team, line-up and key partnerships in the coming weeks, follow Atherton Racing and Atherton Bikes on social media for all the latest.


Website: https://www.athertonbikes.com


379 Comments

  • + 1662
 Gwin: *becomes a team manager*
Athertons: Hold my beer
  • + 162
 Yeah, I thought it was very interesting when Gwin became a Team Owner - A smart move. The Athertons have just taken it to the next level. Unbelievable!
  • + 169
 I'm stoked to see more of the highest level athletes recognize the value they bring to our sport and finding new ways to capture that value. Props to the Atherton's for taking on this endeavor and planning for the future. The Atherton's have such a strong heritage of performance that I know these bikes are going to be worth a look.
  • + 28
 I tip my cap to you sir for that comment.
  • + 15
 You gotta give it to these three. When some riders go big(like Gwin), the Athertons take it to a whole new level.
  • + 17
 Kaboom!. When you almost ridden most of the bike brands the next best thing is own one.
  • + 34
 This is how you create a legacy !
  • - 31
flag pargolf8 (Jan 25, 2019 at 7:29) (Below Threshold)
 @almacigatrailrider: im happy to make a wager with you on who stands on the podium more this year, Gee or Gwin
  • + 23
 @Prof: but Dan's face in that pic looks like he just realized how much time this is going to take away from tossing dirt!
  • + 1
 @garrettstories: now that's the entrepreneurship spirit!
  • + 3
 comment of the year. well played sir.
  • + 141
 @garrettstories: Thanks Garrett! We are pretty excited and nervous, but we know how good the Atherton Bikes are and the experience we have developing bikes means this was a natural next step and we want to share it with you guys!! we sure do want to give back to you all for your epic support over the years!! Cheers - Rach!
  • + 16
 @athertonbikes: Please make a trail bike also
  • + 3
 @pargolf8: Why so defensive? He didn't make any comment about how well Gwin will do this year?
  • + 2
 Doesn't Aaron have a stake in the company (Intense)?
  • + 30
 @athertonbikes: I am amused. I thought, Athertons on Cannondale or Cube would be boring to death. Athertons on Haibike would be exciting, but this is a whole another level Smile all the best in the season, sales, and... in the comment section... may be hard if the bike won’t cost under 2k and the wheelbase will be shorter than 1400 Big Grin
  • + 2
 @athertonbikes: Can't wait to see the lineup! Hopefully for XC/Road, I mean off-season, as well Wink
  • + 12
 I would love to see them supporting other UK based industries in this endeavour, like the fantastic Superstar Components and Hope.
  • - 51
flag pargolf8 (Jan 25, 2019 at 8:48) (Below Threshold)
 @mgolder: sorry man i didnt mean to twist your panties all up. I just think Gee is all done. Age is a bitch to us all..
  • + 29
 Question is: Will it looks like a session?
  • + 24
 @pargolf8:

He’s obviously not “done” but the Athertons and Gwin are clearly lookin toward the future and positioning themselves for after racing. It’s a wise move, don’t know why people are so weird about it.
  • + 2
 I am sad I can only "prop" that once
  • + 1
 @landscapeben: you can already see that their brakes arent HOPE....
  • + 3
 Athertons better release a DH bike for Rachel so she can turn around and win everything on it to help with the launch.
  • + 1
 Can't believe this has 850 likes and it's wrong.... Gwin is a team OWNER
  • + 50
 @onemanarmy: don't let the truth ruin a good story.

Gwins next step will be to buy the whole Redbull. Or make his own Energy drink. Jesus Energy. I can see it: Jesus Rampage... am I supposed to front flip a 100ft gap? Cam! have faith my son! Jesus gives you wings... and if you die, you die for Jesus - you will live forever...
  • + 5
 2019 comment of the year
  • + 10
 It’s a bold move Cotton
  • + 4
 And the internet goes to...
  • + 1
 Awesome
  • + 4
 +1000 Big Grin
  • + 5
 It looks like a session
  • + 0
 It warms me to see Gee smiling for once. Yes, that's his smile.
  • + 8
 @WasatchEnduro: he had a grin on his face each time I saw/ met him in real life... 3 out of 3. He can even giggle. Doesn’t count?
  • + 10
 comment of the year. I've never seen +1000
  • + 2
 @WAKIdesigns: Naaah he’s gonna call it “Jesus Jolt!”
  • - 10
flag RollinFoSho (Jan 25, 2019 at 14:40) (Below Threshold)
 How can Gwin be such a goodie, believe in God then encourage diabetes (Redbull) to kids? Doesn't he know he's going to H@ll for that? Athertons want to market Redbull then sell them expensive kids bikes and claim they are "giving back"
  • + 3
 @kookseverywhere you might just hold the record for the most props ever?!
  • - 4
flag RollinFoSho (Jan 25, 2019 at 16:01) (Below Threshold)
 Gwin becomes a team owner Athertons become partners in Robot Bikes and change the name
  • - 1
 @RollinFoSho: Gwinn becomes partner in intense but doesn’t change the name ;-)
  • + 5
 Whats up Pinkbike? This article is all stoke, and the weird Atherton logo agency video that got hammered is now off my feed.
  • + 1
 @audric: doesn't mean that can't change matey and it doesn't mean it isn't worth saying either.
  • + 1
 @landscapeben: Superstar would need to dramatically improve quality, they are very much at the cheap and cheerful level at present. The rims they buy in are good but hubs, freehubs in particular are junk. I was most disappointed when getting a warranty replacement even though google showed large failure rates they had not altered the design that was clearly poor.
  • + 1
 @StevieJB: sorry you've had that experience, I have a bunch of their stuff on my bike including a pair of their carbon wheels and I've found it all to be faultless.
  • + 2
 @StevieJB: I hate to be that guy, but I used Sitch hub for at least 3 years on my commuter and apart from changing bearings once, nothing happened. I commute pretty much every week day, all year round and the bike stays locked outside. I have personally seen a Switch hub fail in terrain but so it’s been with other makes. The only hubs that I know are consistent at failing are Shimanos from Alivio to XTR and the only folks who don’t agree are nerds willing to fk with them few times a year. I tried to keep mine in a good shape, each single one failed. Two freehub bidy failures. As to freehub bodies, every single alloy body qualifies as crap. Hope or DT, doesn’t matter. So I’d cut superstar some slack Wink
  • + 1
 @CantQuitCartel: bold strategy lets hope it pays off for them


I assume yours was a dodgeball reference...
  • + 275
 Can you tell us more on how you came up with the name for the company?
  • + 41
 Can't answer the name part but I think the headbadge was inspired by Marvels Avengers.
  • + 47
 Gee whiz already taken.
  • + 19
 "You Know" Bikes was already taken
  • + 3
 @hypno-newt: That A head badge/branding is the first thing I’d have a professional redesign. That said the first bikes will be prototypes so most likely a lot will change. Best of luck to them.
  • + 32
 It looks they asked Max Commencal for naming advice
  • + 8
 The "A" in the logo is composed of 3 parts.
  • + 172
 I think It's an amalgamation of their surnames:

Rachel ATHerton
Gee athERTon
Dan athertOn
  • + 25
 @L0rdTom: mind. blown.
  • + 17
 They chose 'Atherton' because 'Tomac' was already taken.
  • - 1
 Nice looking kit
  • + 140
 I would have been super skeptical.. until i read "Dave Weagle"..

take my money..

P"
  • + 4
 This might be good!!
  • + 14
 But will they include a water bottle mount?
  • + 6
 @Boardlife69: 250 Watt bottles...
  • + 6
 ...and Andy Hawkin comes from a Formula 1 family (his dad raced), where suspension design is king. Throw in an aerospace guy that knows how to 3D print complex designs and you be rocking some badass rides...not cheap rides, but badass.
  • + 9
 Linkage fork imminent Big Grin
  • + 6
 Big Question is.. Which Weagle design are they going with? Obviously.. Gee's got a working bike and suspension there.

Is it Split Pivot, DW Link, Delta or the little known "Orion" suspension. Should we create a poll?

P"
  • + 8
 @peewho: DW6, was already on the Robots!
  • - 4
flag game (Jan 25, 2019 at 11:42) (Below Threshold)
 So wait, why is a "dw link" special vs the virtual 4 bars companies like giant, banshee, khs etc run?
  • + 1
 @peewho: with DW onboard will there be Trust?
  • + 1
 @game: I think something to do with how each design handles antiaquat, the dw link antisquat causes the suspension to stiffen under power using chain tension, I don't think that is the case with a 4 bar? Also, dw link usually has a falling leverage rate if I remember correctly, so its much stiffer when pedaling, but bottoms out more on large hits?
  • + 1
 @feeblesmith: if Trust made a DH fork it would be interesting.
  • + 1
 @Boardlife69: They'll include an integrated bladder in the top tube. That's next level shit!
  • + 4
 @jabbi: you are correct Sir.!! confirmed DW Link..

www.instagram.com/p/BtEvXjtBk9T/?utm_source=ig_embed

P"
  • + 1
 @feeblesmith: the Message is what? 130mm travel? weagle's going to have to make a bigger one for DH WC applications.. haha..

P"
  • + 1
 @peewho: i thought the same thing as well until i dug a bit deeper; its Dave Weagle Linkage not DW Link. It's DW6 (what Robot Bike Co used) which is Dave's interpretation of a traditional 4-bar linkage but he adds 2 additional linkage points, so 6-bar...
  • + 1
 @erod: I’m pretty sure that DW stands for Dave Weagle... ????
  • + 1
 @erod: are you sure that's NOT DW Link (solid rear triangle with 2 swing links)? I understand Robot Bikes uses DW6(2 swing links with traditional 4 bar with pivot on chain stay). but on the pic on instagram. Gee say's "DW Linkage".

and the pic, i'm looking near the axle and it looks solid. without a pivot. did they confirm DW Link or DW6 yet?

www.instagram.com/p/BtEvXjtBk9T/?utm_source=ig_embed

P"
  • + 1
 DW linkage not DW link? Dave Weagle must be really upset, glad you guys are fighting for the truth!
  • + 1
 Oh my bad its dw6
  • + 1
 @peewho: the Sunday is back!
  • + 97
 That came out of left field. No better way to break the "which frame will they be riding next year" bike rumor mill than by starting your own brand
  • + 4
 I'm surprised they haven't done it before now. Rider owned companies have existed for years, and they've been around all that time, and gained their experience. It's cool to see though.
  • + 2
 This genuinely surprised me. Awesome!
  • + 4
 Haha they just dropped that shit on us. Lessss goo
  • + 57
 Sounds like this was actually one of the best kept secrets out there. Well done Athertons.
  • + 12
 There was actually a fair amount of speculation about this over on Vital, including talk of the investor from Dragon's Den and everything. Not much gets past that team rumors thread!
  • - 1
 @BiNARYBiKE: I'm a bit of a homer. I hang out here or look at the small offering of stuff that crosses my fb page. Vital just hasn't hit it for me. I would think the Euros would have good insight on Euro-based stuff though so if that's the case hats off to Vital. On this side of the pond there's enough comments here to indicate it wasn't common knowledge.

DISCLAIMER: Not really a race fan and don't follow it closely so it's possible for everyone but me to have known this was happening.
  • + 6
 @iammarkstewart: the 2019 Team Rumours thread on Vital has close to 1.2M views, it's a really entertaining read during the off season and it seems the riders/team staff get a kick out of it too.
  • + 2
 @gramboh: I'm convinced...I'll hit up Vital for some due diligence. 1.2 mil is sounds like a legit bandwagon to be on.
  • + 51
 "Atherton Bikes: Guaranteed to wipe that smile off your face!" Cool move for them and wish them the best. Not even a full bike photo though? Cruel.
  • + 13
 my thoughts exactly. we want a side shot of the prototype, now!
  • + 11
 Not only masters of suspension but also of suspense.
  • + 3
 If you squint at the teaser shot, you can see what might be a join on the top tube, just back of the head tube, à la Robot bikes...?
  • + 35
 thanks mate! Full bike shots all in good time ;-) we know its the best bit! cheers - Rach.
  • + 4
 @athertonbikes: Stoked for you guys and hope it all goes well. Had to tease Gee a bit about the straight face. Wink
  • + 1
 @ross005:

thanks! nice live shot of the dh bike at the end there. good stuff and best of luck to the A-team!
  • + 1
 @ross005: Look again, that's the R160 frame already in production.
  • + 33
 Looks like a Session?
  • + 2
 haha you beat me to it
  • + 1
 The Athertons Sessioned out
  • + 2
 doubt it will look like a session if its using a DW link?
  • + 1
 Based on the photo of Gee doing a wheelie, looks like the shock link is white and up high and the orange fox coils is down low near the down tube. Kind of looks like the new GT without the idler pulley.
  • + 3
 @MrDiamondDave: their career is going downhill fast
  • + 0
 im sorry, but in what significant way does this resemble a session???????
  • + 1
 more like a Kona
  • + 31
 Gwin: Hey Gee I bought myself a bike team this Christmas.
Gee: Did you now!?
  • + 30
 In 5 years I want to see them on reality show, “Keeping up with the Athertons”
  • + 1
 They’ve already had The Atherton Project, they’re on to much bigger things now.
  • + 30
 M Night Shamalan couldn't have come up with this twist.
  • + 1
 If M Night Shamalan came up with this twist it would have been all suspense to find out they were still riding with Trek. Shamalan SUCKS.
  • + 4
 @CavemanGypsy72: But his name is so much fun to say
  • + 20
 Getting Dave weagle on board is HUGE
  • + 6
 Dave Weagle was already on board with Robot.
  • + 28
 @Honduh2000 yeah i agree, we have worked with Dave in the past and he has so much knowledge,stoked he is onboard - Dan
  • + 2
 From what I understand, independent contractors will get on board with anyone who contacts them and pays their consultation fees.

He would design a great bike for you if you did same.

Come to think of it, we need more DW interviews. He's a top lad. Funny as suit and very intelligent. Where have you gone DW?
  • + 14
 Didn't see this one coming. Imagine a bike brand whose primary bike is their DH racing sled. Pretty sweet.
  • + 2
 @Rubberelli , yeah but DH bikes aren't selling like they once were, everyone's on the 170mm AM bikes
  • + 5
 @pigman65: Not everyone. I still suffer up hills on DH. #Freeride
  • + 2
 @pigman65: Thus the need to "imagine" such a thing!
  • + 1
 @Shiny-side-up: you've bought up all of the world's second hand dh bikes lol
  • + 1
 @pigman65: Guilty as charged Beer
  • + 11
 The Robot Bike Co designs already used DW link suspension so I expect the trail bikes to be the updated versions of those. The new DH bike should be interesting though.
  • + 20
 Don't you think it's kinda co-incidence that robotbike.co is now "under maintenace"....
Basically it's just a rebrand of RobotBikeCo.
  • + 2
 @scar4me: That’s my thought, essentially Robot bikes, no bad thing If they have the funding and marketing to push on in the future though
  • + 3
 @scar4me: Yep, but with an injection of money and a higher profile. Sounds great to me!
They make no secret of the fact it's RobotBikeCo on the video here:
www.youtube.com/watch?v=TA5F0Xv62BI&feature=em-lsp
  • + 1
 @thingswelike: just scanned along the play bar, no side shot of the bike, grrrr
  • + 1
 @Thustlewhumber: The DH bike they are sitting next to for 15 minutes, seen the Robot bike before
  • + 1
 @scar4me: my thoughts exactly
  • + 1
 It's good and it's bad.

Good because it's a cool coming together of a ton of awesome dudes.

Making their own bikes their own way.

On the downside, those robot bikes are prohibitively expensive and they look shit.

I would certainly consider buying an Atherton bike if they made something at the right price point that looked like a Capra or Nomad.

Given the choice of supporting some shareholders with no interest in bikes, or some real riders like the Arhertons? Not a difficult choice.
  • + 1
 @pigman65: Oh yeah, sorry dude. Its the same bike with a dual crown fork on it.
  • + 2
 @jaame: additive construction can be used with alu, doesn’t have to be Ti & carbon, could easily make more affordable versions especially as 3D printing technology advances and becomes more mainstream
  • + 2
 @SonofBovril: I am not aware of any aluminium additive techniques that produce a part with even close to the mechanical properties of billet or forging. At very least post manufacture heat treat would be required and then post heat treat machining likely as a result.
  • + 2
 @jaame: So if they took investors money (e.g. shareholder with little interest in bikes) make a Capra, made it as cheap as a Capra, you would buy it?

How would that then be them ‘making bikes their own way’

Hey guys, make that thing nothing like the thing you make, like someone else’s thing and for mega cheap and you have a sale!
  • + 1
 @justanotherusername: What I mean is, I'm not into the lugs and tubes look, and I'm not into the lugs and tubes price. It's not a mainstream approach and as such I personally won't ever buy one.
I would love to support the Arhertons though. If they did what every other company does for models down the range, that being design them and have them made in Taiwan, the price would come down to something I could and would afford... If it looked cool.

I get it about them actually manufacturing their own bikes in the UK but how much are we talking about for one of those bikes? £5000 for a frame? I'm more of a £3000 complete kind of guy. That kind of puts me out of their customer profile with the lugs and tubes bike. I'd rather keep the bike I've got and buy a new R3.

However, if they did something like a Capra or Nomad with orthodox construction techniques I'd be all over it.

They absolutely should keep going with the bikes they speak of here, but they should also bolster the range further down with more normally prices bikes.
  • + 2
 @justanotherusername: Back when Robot launched I started quizzing a friend who is a senior design engineer for a F1 company as I though it looked amazing. He wasn’t that interested, said the best thing about it was ability for rapid design tweaks / customisations but that the resultant lug had no physical benefit over a forged aluminium part as the additive Ti is weaker than raw Ti so end up having to use more of it and so you end up same weight to strength ratio as forged aluminium. Sound about right?
  • + 1
 @StevieJB: plus they look like 80s Colnago road bikes. Big ugly lugs and straight tubes.
Not trying to be rude but aesthetics are pretty high up the list of must haves for me. One thing to be said of Made in China carbon or Made in Taiwan aluminium frames is, they look really good. Even if the overall aesthetic is not one you like personally, the formed tubes or organic looking mouldings look pretty great. Better than a straight gauge pipe. To me at least.

Look at Giant or Canyon. The frames look pretty special when you get up close.
  • + 3
 @StevieJB: pretty much the sentiment I have seen in most industries regarding additive.

The process of sintering etc the metal together just cannot produce the same mechanical properties as traditional methods, I am not sure how they are getting on with post heat treat but then all sorts of other issues come up too like tolerance being lost.

Additive does have a huge benefit over subtractive manufacturing though and that is the ability to produce complex shapes, in the case of the bike frame the additive ti lug is likely much stronger than required in its application so no issue there and to machine a double lap joint in those would be a nightmare.

You are not going to see a cheap version anytime soon though, but then that’s not the point of this project, you want an off the shelf bike there is more than enough choice already.

I think it’s a great thing to see @jaame I understand you would like to support them with a purchase but you just don’t fit into their target market, they don’t want to supply you with a Taiwanese frame that looks like all the rest, you have plenty of options for that, they have said what they want to achieve and it’s good to see it won’t be another boardman bikes.
  • + 1
 @justanotherusername: I hear you on that. Boardman bikes are pretty Board-ring.
  • + 11
 Awesome news. Massive respect for reinvesting back into their sport. Great way to build a brand.
  • + 14
 @olliethehut cheers man, giving back to the sport is hge to us!! - Dan
  • + 6
 I've always been a fan of the Atherton's and was excited to see where they were going, but this kind of came out of no where. As far as team announcements go this pretty much takes the cake IMO. Love to see people go out on a limb like this and do something different. I hope they do well.
  • + 8
 Everything about this looks and sounds good. Fingers crossed for a successful launch and many happy customers.
  • + 5
 Looks like a buyout of robot bikes. They have the 3 founding members on board and the robot website is down, nothing on Instagram since October. Easier to just buy it out than try to replicate as all the gear is already in place and set to go for making the bikes in the uk etc
  • + 5
 It's about time! What's biking for most of us? For me, it's a way to get away from the day to day routine, hobby and expresses of my passion. In the last 10 years, I have seen brands being sucked into the "business engine". Producing a me-too product, controlling distribution, manufacturing and costs. It sucks the life and passion out of what I love so much. Seein guys like Gwin and now Athertons to go a create their own way re-energizes me as a biker but mostly as a human. Nice work and keep on inspiring us with your riding, vision and leadership!
  • + 4
 @pawelw thanks for the support man - Dan
  • + 3
 Coming soon. A line of bikes way too expensive for any mere mortal to own. I love the idea of this, but who can really afford these high tech bikes? I know everyone on PB jokes about dentists and such being the market, but they really must be. I came to the conclusion more recently that anything above the middle of the line is way more than older, average joe me really needs. I like a few bells but can live without the whistles if I have to. Smile
  • + 4
 Not hard. I buy a new bike every ~3 years. Save 20$ a week + selling your old bike gives you 4-5k. I’m definitely not a dentist
  • + 6
 @ahauck: a lot of these people have mortgages, families to provide for, other responsibilities, etc. If you have a $9900 bike, then you likely A) have a large disposable income B) don’t have many of the aforementioned responsibilities C) choose to neglect your responsibilities in favor of having a sick bike. I’m not dogging on people with these $10k bikes, it’s just not in the cards for most of us.

I’m also on the new bike every 3 years train, I just choose to spend around $3500-$4000 instead, even with a good income. I’ve got other things to pay/save for!
  • + 7
 @TypicalCanadian: I for one prefer to own two $5k bikes as opposed to one $10k bikes. It's diminishing returns on anything over that.
  • + 1
 @ahauck: 3yr old top of the line bike, like new, selling due to lack of time. 5000$. Amirite?
  • + 1
 Well if they are doing true just in time manufacturing like robot bike has done in the past, they wont have to have moulds/warehouses full of stock up front. So it might be a lean way to do it, which could maybe feed into the retail price.
  • + 1
 @TypicalCanadian: guess I wasn’t clear. I meant selling your 3 year old bike & saving a little bit every week for a couple years will give you a net total of 4-5k. I make good money & have a family/mortgage as well, and will never ever buy a bike over that price point
  • + 2
 @ahauck: "Not hard. I buy a new bike every ~3 years. Save 20$ a week + selling your old bike gives you 4-5k. I’m definitely not a dentist"

Comment of the year? Practical, sensible and optimistic all in one. Perhaps the younger commenters always whinging over high priced bikes don't yet have a sense of saving bits over a long period for something they desire? If you can't simplify or eliminate something to save $20/month for a few years, then maybe you don't really need or want that high performing of a bike?
  • + 1
 People seem to buying poles without issue.
  • + 3
 Stuff like this is only possible because of the direct to consumer movement. Its great to see brands like YT and Canyon find success here and for Intense to jump in as well. Really simplifies the distribution part. #moreofthis
  • + 2
 This. Will also throw Guerrilla Gravity in there as well. Hell, they even allow you get custom geo for a small upcharge and basically your choice of components. Anyway, always loved the Athertons, so cheers to good people doing good things.
  • + 4
 Wow holy shitballs thats great news! Uk based is the only thing that could suck for us customers with the brexit knocking. But maybe thats just my german angst...
  • + 2
 All spotted more than once at Robot since October yet somehow didn’t get leaked. I’m pleased for them. I wonder how much they are investing themselves, they’ve done incredibly well and have a healthy balance sheet on companies house. Be interesting to see next year or if they separate this out into a new company, which they surely must.

Brownie is a sharp cookie, their whole strategy is disruptive without being overtly so. It’s a good strategy, and if it works could really damage bigger brands here in the UK. High profile athletes - bike park for media creation and building a real connection to riders and consumers as a premier destination - now the bike to complete the whole set - bike park for press camps and events - riders prove bikes worth - brand builds quickly. Closed loop, removes vulnerability of current sponsorship climate. It’s brilliant, commercialises everything in a cool way and what I like most is that they’ve removed the pigeon hole that brands try to put suppliers and athletes into. They’ve shown they are more than just commodities and can play the business game too. It’s a brilliant F-U. Brownie brings the whole thing together. Good luck.
  • + 3
 And so anew player enters the arena! I know their design team is 3d printing and prototyping inhouse, but does anyone know who's going to be handling production model manufacturing?
  • + 1
 As in the article, look up Robot bikes and all will become clear.
  • + 1
 I imagine it'll all be in house if it's the same process ass the Robot bikes. All the carbon tubes are standard off the shelf. They are just cut down to size and slotted in. The machines for 3d printing in titanium are built, supplied and maintained by Renishaw in the UK. This is going to be low volume, high ticket stuff.
  • + 5
 They have the 3 founding members of robot bike co on board. The robot bike website is "down for maintenance" their Instagram hasn't posted since October.... My guess is a buy out and rebrand of robot bike co. So it's all already there in the wye valley in the UK for design and manufacture
  • + 3
 Easier said than done. Riding well does not mean necessarily building great bikes. Nobody will buy Atherton bikes just because they´re Atherton bikes. Competition is tough. Anyway, good luck.
  • + 2
 I wish the Anthertons luck but the bike industry today reminds me of the snowboard industry in the late 90's when we had a gazillion different brands including rider owned brands. Eventually that lead to market saturation then consolidation. Prime example would be Team Forum. But I also think the Anthertons has more business sense than Peter Line and some of the others. I wish them luck and they will succeed if they build a great product at good value.
  • + 3
 This has me all hot and bothered this morning... Geez, I gotta make it through the work day. More info! all I want to do is geek out so hard on these bikes right now!
  • + 4
 You know it’s big when you’ve got Dan and Gee both grinning ear to ear in the group picture!
  • + 0
 "Dan and Gee both grinning ear to ear"?! THE END IS NIGH! *double-checks picture* Um, no, watchu talkin about? *Phew, we're safe* Wait, ah, for them, yes, I suppose that's a grin... Wink
  • + 1
 Cool news, great to see a successful family endure the rigors
of athletic competition. Now will be the ultimate challenge- running a
business together on top of competing!

Since you mentioned getting kids involved- will you be making affordable (alloy) bikes the wee ones can progress on, and move
up in wheel sizes, etc.?

DTC model or both?

Good luck & win big this year!
  • + 4
 Gee was sick of riding bikes that were too small, so they decided to build their own, but with blackjack and hookers.
  • + 2
 Robot Bike $$$$$$$$$$$$$$$$$$
Atherton Bikes $$$$$$$$$$$$$$$$$$
Not many MTB enthusiasts will ever see these bikes unless "breakthrough cost/manufacturing" procedures are also implemented.
  • + 1
 I get your sentiment but have a lilttle perspective, if they want make bikes that match their caliber of riding this is what you have to do so many logistical considerations and imagine going on a Porsche or Ferrari forum and objecting to the price. High performance costs money in any spectrum, but the more this happens the more the costs will lower, i won’t be buying one but can’t wait to see their bikes....
  • + 1
 Wish them all the best. Interesting technology and DW suspension always quality. I hope it’s not like the old saw about making money in the ski industry (q. how do you make a million dollars from a ski resort? A. Start with ten million.).
  • + 2
 Will there be a dirt jumper? You could name it OhGee because it’d be so much fun. Or Dan’s Jump (poking fun at Dans Comp). Sorry Rach I couldn’t think up anything for you.
  • + 2
 Fair play to the Atherton family for taking this brave step and taking on the big boys, it'l lbe interesting to see if Rach smashes the womens field on a prototype bike! Good luck guys and respect.
  • + 1
 Gonna need to build a 160ish bike to keep the lights on in the long run. So maybe rach might go enduro after next season to help develop / sell it.
Is gee to beatup up to do enduro?
Exciting times . Can't wait to see rach smashing it on a brit bike
  • + 1
 I'm so stoked for the Atherton's. They have such an incredible brand. I've often thought what their retirement plan looked like and hoped they would do something long lasting. They have the contacts, the clout and the business nouse. I predict Atherton bikes will be huge in a few years. Can I buy a shares please?
  • + 2
 Have to love the Athertons dedication to the sport. Rachel Atherton is aw inspiring and is pushing the female side of the sports to the unknown in a positive manner. I am certainly looking forward to the future.
  • + 1
 This is so cool @athertonbikes! Aside from your achievements in racing I already love your contribution to trail building, organizing events and supporting younger riders. Having your own brand must be really cool and I can't think of any other top athlete who's managed the same thing in the past decade or so. I'm already curious to see what the BMX will be like!
  • + 2
 @vinay cheers man, means alot, dont worry the BMX is sick!! - Dan
  • + 1
 @athertonbikes: Really cool to know you're doing that. I know BMX was a huge part of your youth and I was already hoping you'd develop one according to your vision of how they should be. Maybe once you've settled on some favorite geometries, you could try do some series production using a cheaper production process. Obviously Ed can do some proper welding but I was thinking of making the metal parts using investment casting. It may be a cheaper process but you'll still get the double shear lips to protect the tubes against delamination. Obviously you're still starting out and continue to develop the printing tech you're currently working on. But just dump this in the "ideas" box of your tech staff and we'll see what comes of it. Until then, enjoy the process. Make sure it doesn't suck you in to deep though. Make sure you're still going out for some proper digging and riding because that's what we all love you for!
  • + 1
 Good luck with the brand! This is really a risky business move, because nobody will know how Britain went with these stupid Brexit. Hope they have a good financial expert on board!
And good to see Dave Weagle on board. Perhaps that will lead to a more attractive design than the original Robot. And perhaps some development in non circular or tapered carbon-pipes? Or even go to a more traditional manufacturing process?
At least it seemed they go for full black, which is so much better than this dull grey vs black on Robot bikes!
  • + 1
 Spoke to Ben at the Bespoked bike show last year, proper interesting chat and he really knew his stuff! I also had a tour around the local ALM place where they were printing the titanium lugs - Super impressive! Best of luck guys, looking forward to seeing how the bikes perform racing!
  • + 1
 Just watched the video of Robot Bikes at the 3D convention and as an engineer I’m totally blown away by the concept. Makes the most perfect sense and I now forgive the Atherton’s for stealing Pete back full time as who wouldn’t want to be involved in such an exciting project.

As usual, the Atherton’s have fooled everyone and been real game changers. Outside of the box is always best ????
  • + 1
 I think ita very cool, but honest question. How well will they do. My god there are already so many brands out there and lots ofnus are monogomous. Hell im still riding my 2012 Turner DHR 26 and I will always love that bike. Best of luck to them.
  • + 1
 I wish we could edit the autocorrect errors.
  • + 1
 You can like the athertons more or less, same with Gwin. But you can´t deny that moves like these are bold and I think clever. I mean, the amount of money bike companies make from the advertising, vs what riders get paid... If youre going to ride for someone, ride for yourself! Imagine a 50:01 bike company!!!!!! How sick would that be.
  • + 1
 Looks like the Athertons have something against the Pinkbike and Vital crews, giving Singletrack the massive real time interview. Shaking things up. I like what this could do the to industry, similar to Gwin if they stay on this.
  • + 6
 @brappjuice: or it could be that they gave the British publication the first go?
  • + 8
 @brappjuice: Doubt they have something "against the Pinkbike and Vital crews" tbh (you Americans and your conspiracy theories...!), just keeping things 'local'!
  • + 3
 I dont think thats the case. Vital also has an interview posted on their site and I'm sure PB will have one shortly as well.
  • + 3
 @sino428: Alright alright, stirring the pot. Haha just poking fun.
  • + 1
 Sounds like excellent news...my only gripe will be the prices...(without knowing anything other than the press release)...they will be high and I suspect the initial 'range' will be small. Hopefully that will allow people to get built what they want (which rightly should cost more as it isn't mass-produced).
Definitely method of creating a proper lastly legacy, hopefully it will be a huge success.
  • + 1
 My guess is that they use ordinary Robot manufacturing-tech (with ti-lugs and carbon tubes), for R&D and eager customers with big hybris and wallets. Later on they will probably make cheaper hydroformed alu-versions of the most popular models...
  • + 1
 Seems they have focused purely on the brand to capitalise (take money off muppets) on their current profile. I hope they get a good demo fleet out, it must be really hard for these direct to consumer brands to get off the ground without it.
  • + 1
 Well damn... This leaves me pretty much at 0/??? on my guesses this silly season... A lot of curve balls thrown out this year... Especially with Intense and the Athertons bringing in some big outside investors.. It will be interesting how things pan out over the next few years with some of these deals..
  • + 1
 Bout time some top level riders slap their hard earned respected names on some frames.....like AGs move this is great for more than just them it’s implications for for gravity bikes/racing are big ones....
  • + 1
 I think they will do well with this, the siblings all together have alot of notoriety and respect Worldwide, in racing with Gee & Rachael, and Dan in freeride, and with the strong UK market as a base.
  • + 4
 I think we need an atherton diaries year again following this process!
  • + 1
 www.youtube.com/watch?v=l8u5URJVEfo

Good shots of the bike here...youtube channel of their investor Piers Linney. Certainly looks like a similar build to the Robot bikes
  • + 2
 Now this is news! Bold move from the Atherton's, I really hope it pays off for them. Could be a contender for my next bike in a few years.
  • + 0
 And not one picture of the bike? Imagine if Gee starts to win on this bike...the demand will be through the roof. Then imagine they start selling them and there are issues - people will be bringing their broken Atherton bikes to the team tent demanding warranty work!
  • + 3
 You have a terrible imagination.
  • + 1
 Makes sense. They can't race forever and the have tons of contacts and relationships throughout the industry and their name carries enormous weight and recognition. What else should they do? Start a rock band?
  • + 4
 100% awesome! Can't wait to see the bikes
  • + 1
 Good move, I mean just to equip the Atherton family it's probably cheaper to start your own company than buying them. Soon they will all have kids so they will be even more Athertons, until the whole UCI is only Athertons.
  • + 1
 Can't wait to see additive manufacturing bikes on world cup race!
This is a new way to design using all material capability and less manufacturing process restrictions!!

www.pinkbike.com/photo/15266913
  • + 2
 It is the Robot Bike: 3D printed titanium with carbon tubes:

factoryjackson.com/2016/06/10/robot-bikes-r160-bike-check
  • + 1
 I'm a big fan of Dan's passion for digging and what the artherton's do for the Mtb community..I' ve been digging for 12 years now and i can't wait to see what kind of bikes will come out from this passion for mtb gravity.
  • + 3
 The Athertons have completed their transformation, they have officially gone full robot...
  • + 4
 Anyone wanna bet that Phill Atwill joins YT?
  • + 1
 I'm curious if the Athertons actually own the company or if they just licensed their name out... especially after seeing dave weagle involved.
  • + 1
 When / has that episode of Dragon's Den been on TV?

Or was it nothing to do with the program. They just got Piers Linney involved a different way?
  • + 1
 My guess would be that a family of high profile rippers could probably get in touch with any number of big investors without having to subject themselves to the humility of a reality show.
  • + 1
 Piers is a massive MTB rider, so it makes sense to approach him for investment as he shares the passion.
  • + 2
 Please can the base models be no more than 2500 british pounds, with a spec no lower than Sram GX if this is at all possible
  • + 3
 Anyone want to buy a Tomac bike?
  • + 1
 Fantastic news. Well done. This is the most exciting thing to happen for ages. If you want a "normal" rider to test one Im free 24/7.
  • + 1
 Wow! I did not see this coming Eek this is awesome news! Can’t waiy to see what their bikes look like! My guess is it has some kind of FSR setup
  • + 1
 We wish you the best of luck and hopefully this joint venture blossoms into something you can enjoy and that is a credit to your efforts. Best of luck.
  • + 1
 Wow, didn't expect something like this, good luck to them. It's a crowded competitive market, but they do have some great talent on their side (Weagle!)
  • + 1
 Good luck ,and if you stand behind your brand like , broken frames and all that little but somewhat things,why the not ,experienced they have ,the best for you
  • + 1
 Well done guys. I had a chat with robot bikes co at a Mach show a few years ago and was impressed with what they were planning to do. Great choice of partners.
  • + 1
 So, I get to design my custom geo? I want a 30 degree head angle. I want that front wheel so f*cking far in front of me that it'll be impossible to OTB.
  • + 3
 They would make more money investing in weed stocks.
  • + 1
 I really hope they can manage the business side of things, that's no easy road. If they do, I see this as a natural progression into retirement for the siblings.
  • + 1
 holy shit - that's so friggin' amazin - gotta hand it to them - always pushing a little bit forward every time it's their turn to make a move - mad props !
  • + 2
 Bought a Sanction after they redesigned it... Hopefully the new bikes will be a bit better!
  • + 3
 I fucking love that Family! Ill buy one!
  • + 2
 Oh look... another boutique brand that only a few can afford to ride.
  • + 1
 3900 Brexit Notes for a robot frame/shock. Or 28jillion Beaver Pelts... I guess I'll just wait for the end of season sale
  • + 2
 picture of a bike would be nice
  • + 1
 where are all the adamant guys saying they were on yt or cube...where you at???
  • + 1
 @athertonbikes will you design the greatest women’s specific DH bike of all time??
  • + 1
 Athertons leveling up like nobody else in the game. Congratulations kids! Stoked to see what they bring to the masses.
  • + 2
 HHHHOOOOOOLLLLLLLLYYYYYYYYYY SSSSSSHHHHHHHHIIIIIITTTTTTTTT
  • + 2
 Initially I have doubts this will be a success.
  • + 1
 Uhhh...ok.....so then where the hell are the pictures of this bike? Lets be honest thats all we really care about.
  • + 7
 close your eyes... ok now imagine a Trek Session...
  • + 1
 @generationfourth: bahahaha....sad but most likely true.
  • + 2
 Thats very cool! Smile Best of luck with your own bikes Smile
  • + 2
 The new bike looks like a Session!!!
  • + 2
 Kudos marching on despite the mess that is Brexit
  • + 1
 Good on them! - This 2019 WC Season is just getting more and more interesting!!! Bring.It.On.
  • + 1
 Can't wait to see those bikes on the race. Adding Enduro, AM/Trail bikes would be amazing. More power @athertonbikes
  • + 1
 Here I was thinking they'd never get a better deal than hope and trek... try Cornelius Kapfinger and your own bike company
  • + 1
 Weagle....this should be interesting. Wonder what suspension design they'll be using or if it will be all-new?
  • + 4
 Seeing as it's the guys from Robot Bike Co, Id guess they'll carry over their suspension design from that
  • + 2
 It's DW6 which is what Robot Bike Co ran. I don't believe any of the DW bikes out there have this iteration of his design.
  • + 1
 Awesome news and exciting future for the MTB industry,wishing you all the best.
  • + 1
 Power move of power moves, does this mean Piers won't be shredding his Evil anymore?
  • + 6
 @Radley-Shreddington getting Piers of the evil was the main reason! - Dan
  • + 1
 It's all fun and games until fans start shouting their warranty requests at you during race prep.
  • + 2
 with any luck it will be basically an up to date modern iron horse sunday
  • + 1
 Ha, I knew it. Piers has tagged the Atherton's in a few Instagram's over the last few months and being a rider himself...
  • + 0
 No shot of the bike!? Is that cos it looks like a Halfords el cheapo special? Rachel decided to give the opposition a fair chance lol
  • + 1
 It´s no simple create a brand. So keep the hard work and all the best!!! Smile
  • + 1
 Sounds like they already are about to drop 2019 models!! How they keep this secret
  • + 1
 My guess is that they use ordinary Robot manufacturing-tech (with ti-lugs and carbon tubes), for R&D and eager customers with big hybris and wallets. Later on they will probably make hydroformed alu-versions of the most popular models...
  • + 2
 So is robot bike co no more now?
  • + 3
 My guess is they bought it out and rebranded it
  • + 1
 @Jake-G1: no wonder they stopped returning my emails...damn
  • + 2
 Laaaaaaaaaaaaaaaaaame, no one wants to ride an "atherton" bike.
  • + 0
 This is just embarrassing. Pretty much every gimmick and every snake oil salesman is in on this new venture. Wtf just happened...
  • + 1
 www.youtube.com/watch?v=wqtm2Zv7mQo very informative video on the frame process
  • + 1
 Uuuh duh b.bbbuh s s s speechless. Congratz to y'all. Well Dan...done. Now lets see the rest bikes and team.
  • + 1
 Good Luck , it certainly makes the upcoming DH season a little more interesting, especially Rach's
  • + 2
 Does the bike box double as a cry box and safe space?
  • + 1
 wow... this is the next big thing after the 29" switch....probably in 10 years riders will start making frame brands
  • + 2
 will it look like a session ?
  • + 2
 Just because you can doesn’t mean you should
  • + 1
 After all the rear suspension systems they have used, it will be really interesting to see what they use
  • + 1
 I can’t wait to see and perhaps ride it. Best wishes to the atherton family on all their endeavors
  • + 1
 I hope they do a Dragon's Den Welsh Special of them securing this deal on TV.
  • + 1
 Looks like they're running Trickstuff brakes.
  • + 3
 @drgnarswag dude they are unreal - Dan
  • + 1
 @athertonbikes: Best of luck with the new company! Always good to see you push the boundaries with Hardline and now a bike company.
  • + 1
 @athertonbikes: great to hear! Backed the Maxima on KS, just got to wait now...
  • + 1
 Wonder if it will be something like the Robot bike folks.
  • + 1
 session and carhart logo hehe f..k it
  • + 1
 Congratulations to the Atherton. Can't wait to demo their bike...
  • + 1
 why not clearer pictures of the bike?
  • + 1
 Wonder why they took down the branding video lol
  • + 1
 What an announcement, congrats! Jaw-dropping Wink
  • + 1
 WOW! That´s a pleasant surprise!!!!! :-D
  • + 1
 They are running Diretissima Brakes...
  • + 1
 That’s the maxima lever
  • + 2
 Does look like a session
  • + 1
 Awesome! Well done Athertons, hope it goes well.
  • + 1
 What a cool move! Good luck with you own company!
  • + 1
 Can’t wait to see the bikes
  • + 1
 You can see the full bike here!

www.pierslinney.com/blog
  • + 1
 "Made by riders, for riders" has never been truer!
  • + 0
 Trek are milking it.
Athertons, “hold my beer”.

Show us the biiiiiikes!
  • - 1
 Yawn, who cares. It's probably more important to them than it is to anyone else! Do we really need yet another bike company claiming they are the best!
  • + 1
 At vital-mtb.com they have updated article with obvious DW6 link rear-end.
  • + 1
 that is so amazing I love that The Athertons have there own bike company
  • + 1
 Wow!!! That’s awesome Athertons...good luck to you.
  • + 1
 Wow pretty cool, this is actually a surprise I didn't see anyone predict
  • + 1
 Continental tires, Trickstuff brakes
  • + 1
 Is this why Robot Bike's website has been down for several weeks?
  • + 1
 Honestly didn't see that coming.....
  • + 1
 Throwing my money at the screen...
  • + 2
 @karoliusz yeah boy - Dan
  • + 1
 @athertonbikes: but don’t make them all look like a Session ????
  • + 1
 @athertonbikes: Good on ya and big props to the clan. I am a builder and have gone through the process of building bikes from scratch, so I definitely understand the proposition ahead...

I am definitely a prospective customer in the near future...
  • + 0
 Wanted to see the Atherton DH proto? Here it is: youtu.be/l8u5URJVEfo?t=357

RobotSession anyone?
  • + 1
 We really missed ANOTHER ONE bike company !
  • + 1
 Eric Carter came out with his own also called hyper
  • + 1
 Has anyone previously won a World Cup on a bike with their name on it?
  • + 2
 Nicolas Vouilloz (V-process)?
  • + 0
 Hope to see Graphene implemented into the industry to make things cheaper while still being just as strong.
  • + 1
 Love it.... Natural progression.
  • + 0
 Woah, did not see that coming
  • + 0
 Wow did not see this coming!
  • + 1
 had me at Dave Weagle
  • + 1
 Really...#
  • + 0
 Well that was unexpected.
  • + 0
 Nice to see those prototype shimano brakes some new saints.
  • + 2
 They’re Trickstuff Maximas...
  • - 1
 Any respected racers out there with a desire to be involved in their own bike company want to support Starling Cycles!
  • + 1
 Carbon iron horse Sunday
  • + 1
 Fuck yeah,go hard guys.
  • + 1
 EPIICCC!!!!
  • + 1
 didn't saw that coming
  • + 0
 @athertonbikes Enduro bikes and an EWS team? Come on, say yes! =)
  • + 1
 SHOW ME THE BIKE!
  • + 0
 Lol good luck turning a profit with a niche offering.
  • + 2
 Not sure how niche it will be in the UK...
  • + 1
 WOW!!!
  • + 0
 WILL look like a session lol
  • + 1
 CroMo comeback? :-D
  • + 1
 Amazing. Well done guys
  • + 1
 Yew!
  • + 1
 I back it
  • + 1
 Boring
  • + 1
 One word - Tomac.
  • + 0
 But is it gonna look like a Session?
  • + 1
 Dayum you beat me to it.
  • + 0
 Dear Athertons, fantastic idea. Please make aluminum models!!!
  • - 1
 what happens when you piss off the other bike brands? You create your own!
  • + 3
 I love that you got downvoted for this... pink bike hates when you tell the truth. You got an up vote from me.
  • + 0
 Session is not dead!
  • - 2
 Looks like a Session?
  • - 2
 Wait WHAT?????
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