Lewis Buchanan Signs with Norco

Jan 13, 2021
by James Smurthwaite  

Press Release: Norco

Norco Bikes is excited to announce our partnership with Scottish rider Lewis Buchanan.

With over 10 years of DH and Enduro racing already under his belt, Buchanan will be making a leap for 2021 by continuing to develop as an Athlete, Human and a Content Warrior aboard Norco bikes.

Hailing from Innerleithen, Scotland, he’s already started putting miles on his local trails aboard his custom-built Optic, one of many Norco platforms he will ride in 2021.

“Joining Norco is something that really is a dream come true for me. I am motivated to develop a relationship that will continue on for the future. Of course, the lineup of bikes is epic, and I am just excited to be a part of the process and the future which is looking awesome,” he said.

Looking ahead, the Scot already has big plans for the upcoming year.

“My goals for 2021 are, honestly, to continue pressing on with my YouTube channel and producing interesting content which will help grow that,” he said.

“I have a trip to BC planned where I will visit different bike parks, meet up with other riders and just create some really rad videos from that trip. I am very motivated to work close on a project with Norco that will turn out epic so stay tuned!”

He’s also got his eye on some competition this year.

“Racing-wise, I just want to put my best foot forward and do the best I can. I am training hard and have a good balance in my life right now. I fully have my eyes really set on winning the final EWS round in my hometown and finish the year on a bang.”

Posted In:
Racing and Events Racing Rumours Lewis Buchanan


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149 Comments

  • 384 3
 Hopefully his new contract allows him the financial freedom to purchase some longer legged jeans.
  • 13 5
 underated comment
  • 9 59
flag barbarosza (Jan 13, 2021 at 17:11) (Below Threshold)
 Or teeth
  • 3 2
 Is his best foot goofy or regular?
  • 16 0
 He must have a sock sponsor!
  • 3 3
 @ddmonkey: mustn’t we all
  • 2 3
 Was this fashion exported from Calabasas California?
  • 1 2
 OK boomer
  • 149 2
 Dude spent the past year testing long travel high pivot carbon enduro bikes for Forbidden, switches to Norco just in time for them to release their long travel high pivot carbon Range lol
  • 39 3
 Once you experience the high pivot witchcraft, you can't just walk away from it.
  • 37 0
 Incestuous bunch, didn't the guy work for Norco before he started Forbidden?
  • 4 0
 @Caddz: nailed it
  • 1 0
 @Caddz: is he an aerospace engineer or something along those lines as well?
  • 6 2
 @makripper: I think that's a different guy over at Forbidden who was a Rolls Royce engineer.
  • 1 0
 Oh on a Sight he is going to fly. On the Optic probably more so.
  • 1 1
 @fullendurbro: ahh k yeah that's what I'm thinking of
  • 8 1
 @makripper: Rolls Royce also do plane engines so Aerospace is technically correct
  • 2 0
 @makripper: Rocket scientist....
  • 1 0
 @curendero: lmao!
  • 4 1
 Fun fact: One of the two guys that started Forbidden Bike Co. was a Norco engineer before he started his own company. And now guess which bike he designed. Yep, the Aurum HSP.

So basically, this whole thing went full circle.
  • 95 5
 His Youtube Content was really good in the spring with all the training insight, more of that and less clickbait please Lewis
  • 38 3
 Yeah, cool tube stuff. That clickbait stuff was getting pretty ridiculous.
  • 31 1
 @downcountry: lack of clickbait is why I watch racers and not YouTubers. Norco did say "Content Warrior" though...
  • 43 3
 Yeah, I'm sick of "RIDING THE SICKEST NEW TRAILS AND NEW TOP CAP INSTALL" videos from a certain list of other riders. Lewis has put out some nice stuff, and I'm probably aware of Forbidden almost exclusively because of him.
  • 59 17
 Honestly...at least the dude can ride, and ride well. Most YT MTBers are fucking clowns
  • 12 35
flag HLEKTRON (Jan 13, 2021 at 10:11) (Below Threshold)
 @coletrane-mtb:
Some youtubers, are more PRO even than the pro's !

And some pro's wanabe youtubers !
  • 31 1
 problem is the clickbaity video titles, thumbnails, timing of releases etc. is what gets picked up in the algorithm and potential for videos to show up in "Suggested" and go viral/get millions of views. If you are sponsored to make content, that is the dream because engagement/views increases your worth to the sponsor. Sucks but it is what it is... at least Lewis can ride a bike so his videos are awesome that way.
  • 33 6
 @nvranka: this is why I love Pilgrim, clown with skills. Watching him wrenching is a good laugh too!
  • 6 0
 @Clem-mk: yeah lol he's a real genuine character. Glad he does his thing
  • 2 2
 @nvranka: For a sec I thought you mean YT bikes.
  • 7 2
 @Clem-mk: pilgrim's channel is pure entertainment.
  • 2 0
 True. His channel was interesting for some time but then in a matter of months it turned into clickbait hell.
  • 2 2
 @coletrane-mtb: Exactly! Best example IMO for a very cleanly run YouTube channel is Neko Mullaly.
  • 2 0
 @nvranka: You've got to list the clowns now...
  • 3 0
 @gramboh: exactly! don't hate the player, hate the game!
  • 60 28
 Congrats man. Just don't turn into a YouTube clown like Harry Main and Matt Jones.
  • 46 34
 and sam pilgrim.... and the rest of them
  • 19 1
 Good god, I hate Harry Main. The guy has NO idea
  • 8 2
 I can sometimes cope which Matt but he seems to be faking and putting on an act in some of his videos which I skin like, his old video were far better
  • 1 2
 @Jaib06: I'm with you on that...
  • 3 7
flag Niseach1 (3 days ago) (Below Threshold)
 @Jaib06: Epitomises a stereotypical Southern Englander...
  • 12 3
 @Niseach1: You epitomise a stereotypical bitter Scot...
  • 3 1
 @rceuk: Give him a chance, he's obviously just watched Braveheart.
  • 2 2
 @rceuk:Haha - living happily in the North of England... You want to hear what your Northern country folk are saying about the South. I was basing my assumption on what he was saying about the Union Flag being English in one of his edits and then basically telling everyone in the comments to f*** off. Arrogantly pissing off the Welsh and Northern Irish as well - but looking at your response, possibly to be expected!
  • 3 1
 @Niseach1: I like Sam Pilgrim and he is a great rider but he can come across like he’s got the iq of a chicken nugget...
  • 4 1
 @randalliser: Come across? I have no doubt in my mind that he does infact have the iq of a chicken nuggets
  • 32 3
 Kinda neat seeing a killer bike like that built up without anything from Sram, Shimano, Fox or Rockshox (as far as I can tell.) Not that I have anything in particular against the big guys, but I think the component game definitely benefits from more options/competition.
  • 4 2
 MAXXISSSSSSS
  • 1 0
 What are those brakes? I thought Sram at first glance, but not sure anymore.
  • 3 0
 @pyromaniac: TRP?
  • 1 1
 @Clem-mk: Hayes
  • 1 0
 @Clem-mk: No, probably i make a mistake!
  • 2 0
 @pyromaniac: they're TRP evos with some massive rotors.
  • 1 0
 @Trudeez: Thanks! I didn't even know that model existed.
  • 4 2
 Meh. I had this exact DVO suspension combination on my Commencal Meta TR 29 and I honestly wasn't convinced. The Topaz rear shock suffered from a lack of adjustability, since you can't adjust the compression damping. The Diamond fork was decently subtle, but had noticeable flex. The fork also wasn't very durable. It developed bushing play and the coating on the stanchions started wearing almost immediately. There's good reasons why most high-end bikes have either Fox Factory or RockShox Ultimate parts installed
  • 1 0
 @BenTheSwabian: I too had an early set of DVO emerald forks. They went back for warranty repair on both the lowers and the uppers around 3 times for poor bushing problems (they felt like they had play from the start) and in the end I got sick of them and sold them after having lower and upper warranty replacement! My Ohlins forks which replaced them on the other hand are class ????
  • 24 1
 Needs to put some butter on his shoes and invite his trousers to tea.
  • 2 0
 can't stop laughing at this comment.
  • 2 0
 @uncled ha ha quality
  • 14 0
 Lewis puts out a lot of good content and is damn fast, good pickup by Norco. Also mad respect for promoting a small brand like Forbidden, love to see that sort of thing.

Bike looks awesome, congrats! I'm very DVO curious, the Topaz is such a good little shock and I'd love to try a Diamond on the front of my Highlander (high pivot FTW).
  • 3 0
 People sleep on that Topaz. I think it's the best non-'21 X2 on the market. As at-home on a short travel trail bike as it is on something 150-160.
  • 5 0
 I have a DVO Diamond and Topaz on my Stumpjumper Evo and they rip. Very adjustable and easy to service too.
  • 2 0
 @scvkurt03: Sounding like that '21 X2 is not so good...https://nsmb.com/articles/banshee-titan-part-one/
  • 3 0
 @islandforlife: I'd be curious to read more reviews like that. I had the opposite experience with the '20 which just didn't work for my Sight at all. The '21 is so, so good for me. I have about 5-6 riding/racing buds who switched over (most of them from 20 to 21) and feel like it's night and day better... Anecdotal for sure, but then so is this one review.
  • 1 0
 @islandforlife: ya, Andrew really isn't getting along with it at all.
  • 1 0
 @onemind123: Likely the user or the frame kinematics. Most guys who have had a difficult time also setup the air spring with an incorrect number of spacers and or pressure. The concept is to rely upon the damper for damping, not the air spring.
  • 1 0
 Not that you said otherwise but his fork is the DVO Onyx. Can confirm it is very nice...
  • 1 1
 It's obviously only anecdotal, but: I had a DVO Topaz T3 and Diamond D1 on my Meta TR 29, and I was not impressed. The Topaz is fine, but not very adjustable. The Diamond fork has noticeable flex and mine developed bushing play after less than 6 months. Also the coating on the stanchions started to wear very fast, but apparently they fixed that issue.
  • 1 0
 @BenTheSwabian:

No experience with their forks, but I was underwhelmed with the Jade I had. It wasn't trash, but the damping was light and the range of adjustment was poor. Not much that can be done to improve it in significant and different ways due to the large shaft and small body diameter. Really best suited to linear/single pivot frames. I had it mounted to a frame that started linear and then goes progressive and I could not get the damping to where I wanted for high speed riding. Fine on trails however.

Their forks seem nice, although they're in a bit of a different weight class it seems to some of the other guys.
  • 16 2
 Congrats, Lewis! Well-deserved after all the hard work of putting together your own program last year. Hope this year goes well for you!
  • 24 13
 I’ll be honest, I’m more excited about the DVO suspension than the Norco Frame
  • 8 0
 That is such a lovely looking bike!
  • 3 1
 Should also say congrats, have been following his vlogs, great content!
  • 8 0
 Get nico his gopro! #justicefornico
  • 7 0
 #ghosted can’t believe it ???? nice guy image online but not so good when he owes you something
  • 4 0
 @Nico-T: Well now you have to dish the gossip
  • 1 0
 @Nico-T: he manage to replace it yet? Tsk tsk. Quite lame...
  • 4 1
 Well deserved on both ends, Norco (and looks like DVO) add another great rider/ambassador and Lewis lands a solid sponsor. Looking forward to more of his YouTube content.

...and not to hijack the post, but seeing the DVO suspension, I'm really curious about where Remy is gonna land. I saw he was doing an AMA on youtube the other evening
  • 6 0
 And hes running WeAreOne rims this year! Nice Lewis!! Cant wait to see what you bring in 2021!!
  • 6 0
 Congrats Lewis you deserve it!
  • 5 0
 A DVO sprung high pivot range would be an epic setup. Hope to see that raced this year under Lewis.
  • 13 11
 Its ridiculous how much attention this guy gets! Vital team rumours 2021 was completely crowded by him. But his results in EWS series last year were: Zermatt 42/91, Pietra Ligure 60/102 and Finale Ligure 114/115(last number-finished).
So not really good results....
But he seemed to quite successful to create attention!
  • 4 1
 He admits himself that he didn't focus enough on training last year what with setting himself up with sponsors and making a good go of his YT channel. But that aside he's a top British rider who engages with his fans and the community so that would probably explain the interest
  • 6 1
 If you look back further you'll see that hes had some really great results and been quite consistently at top 20 guy. Including a 7th, 10th and a couple of 12ths. As others have mentioned, building your own team as a privateer has got to be taxing and definitely takes away from training and practice. For me what's entertaining about him is that hes one of the few truly all out fast AF guys out there that records his stuff and puts it out on YT.
  • 4 0
 When he said in the video “it’s nice to ride for a manufacturer with different bikes as having 1 bike is boring” DAMN BRO YOU DIDN’T HAVE TO BURN THEM LIKE THAT
  • 3 1
 According to Pinkbike, Lewis riding the slowest enduro bike out there. Will be interesting to see how fast Lewis goes on this bike at the races.... oh, wait... COVIDs gonna ruin 2021 too probably.
  • 5 0
 I won’t be racing this bike!
  • 2 0
 @giro: Will be interesting to see you on the new bike and any input that you get into its design.
Good luck on Norco and keep the great Youtube footage coming.
  • 2 0
 Woah hol' up.... The rear rotor is larger than the cassette! I haven't seen that in a few years. Everyone (me included) has 50 tooth granny gear and it over shadows the rear rotor
  • 1 0
 I believe he runs 223mm rotors.
  • 2 0
 Was hoping to see him get more comfortable on the new longer travel Forbidden bike, but hope him nothing but good luck with Norco.
  • 8 6
 Is he TRYING to look like a complete doofus? The pants and socks combo...SMH . This is why people make fun of cyclists.
  • 8 0
 More likely TRYING to get paid (by MucOff).
  • 1 7
flag barbarosza (Jan 14, 2021 at 6:54) (Below Threshold)
 Right ? Instead of a good dental
  • 4 1
 @barbarosza: Why have you been making comments about his teeth for hours?
It's rather strange.
  • 2 6
flag barbarosza (Jan 14, 2021 at 7:15) (Below Threshold)
 @crescentface: because of Levy.He s got a golden tooth.And I believe every bike rider should have one.
  • 2 2
 I knew it. He showed this thing blurred out on his YouTube channel, and I could tell from the part where the top tube meets the Seattle it would be a nirco
  • 2 0
 *Norco
  • 13 0
 What does the top tube/Seattle intersection look like? hehe
  • 1 0
 @ScandiumRider: wellll.....
  • 8 0
 @ScandiumRider: A traffic jam
  • 2 0
 @Remedy808: i laughed way too hard at that
  • 2 1
 I believe his cat has died that why he's wearing his trousers at half mast!!!! show some respect
  • 1 0
 Nice one Lewis go for it ????????????????????????????????????????
  • 1 1
 Well done dude! stoked for him. Norco have no UK presence really which this will hopefully help
  • 1 0
 I think he is just wants to show off his radio active socks?
  • 1 0
 I kind of waiting for new Norco Ranger - real hard enduro bike.
  • 4 4
 To be honest though, Lewis is not a good media asset. His youtube channel is the absolute worst. Total clickbait hell.
  • 2 0
 Lewis who?
  • 1 0
 Oh nice, congrats Lewis!
  • 1 1
 Good choice Norco, Lewis is a great guy!
  • 1 1
 Unbelievable rad rider. Good to see him on a Norco!!
  • 1 0
 Super boost jorts ftw
  • 1 3
 Wonder why not paired Industry9 hubs and wheels....must be a good reason....
  • 1 0
 Because WAO paid to sponsor him?
  • 6 0
 Because i9 has their carbon rims made by... wait for it...
  • 4 7
 Of all the youtuber MTB people his videos are the best, smashes trails and provides good insight into set-up and training, cant wait for new content!
  • 1 16
flag barbarosza (Jan 13, 2021 at 14:26) (Below Threshold)
 He s only missing at least one tooth but who cares when you re sporting out bicycle cleaning products kids socks right ?

Priorities, socks > teeth
  • 11 1
 @barbarosza: so why are you obsessed with his friggin teeth, my dude? Pretty strange. And I’d be willing to wager he’s not worried about aligning with some random old dude’s ankle sock preference.
  • 1 2
 reunited with the gehrig twins...have they been on ibis at the same time?
  • 1 2
 It is not "Epic" that's the big "S" it is Norco.
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