Cube have grown to become the giant of the European mountain bike industry. While they may not have the flashiest or loudest marketing campaigns, they have quietly built up an enormous following that today means they sell more than half a million bikes per year. Their ethos has always been simple: good bikes, for a good price. From a group of students guessing their way through speccing catalogue frames in the early 1990s, today they field a mind-bendingly huge range to cater for almost every preference or budget, all designed and tested in Germany.

Behind all this is one man, Marcus Puerner. From those humble beginnings, his commitment and drive have been the force behind Cube, propelling it to where they are now. We sat down and asked him about starting small, the challenges of such massive growth and whether he sees a place for Cube in the American market.



Cube Factory



What are the roots of Cube?

It was in the late 80's to early 90’s. At that time, mountain biking was becoming big in Europe, it became big in Germany. I was studying economics in Munich, and I was sharing an apartment with a friend of mine, Michael. He was into mountain biking, he did downhill racing, he took part in Kaprun, at that time the World Cups were open to everybody. I was just a normal bike rider. We saw that mountain biking was coming up and we thought we could do something with that as a business. When you are a student, you are always short of money, so we thought about selling some bicycles. It was not Cube, it was just some bicycles we bought from a wholesaler.

A year later we thought it might be good to import some bikes on our own. We got information on what the demand was, of what was going on, looked at we were riding on our own. We thought that if we imported bikes we could get them cheaper, and we could build them according to the local demand because at the time the major brands were all Americans: Trek, Marin, and Specialized… The market was dominated by the American brands, so we sat down together several times - we were four people at that time, all people from this area. We were all studying in Munich at that time, but we never came to a conclusion about when to start, there was always somebody who said “Ah, not this year, I have to pass my exams”, something was always wrong with the timing. So I said to Michael, we have to start right now. That was 1991.

In 1992, we ordered our first container, we got a contact address in Cologne, he was Chinese, in contact with a German-Chinese who was living here. We contacted an assembling factory in Taiwan, they told us how it could work, what we had to do. We asked for samples and placed an order for 160 bikes. The problem for us at that time was how to finance it. We both were studying, I had some money on my own, my father gave me some money and Michael got some money from his sister. The first container came and the bikes were good.


Did you set the geometries for these bikes or were they kind of stock from the factory?

We set the geometry, Michael was studying engineering. We set the geometry on our own, but at the time, it was really easy. You did not have to be an engineer. We took the bike magazines, checked the geometry sizes, checked the geometries from our competitors and we set ours between the best bikes we had chosen. There was no real need to be a product developer at that time. It was a complete Shimano Deore groupset and some Ritchey components, no suspension forks at that time, nothing. Then when we opened the container... Everything was ok and we sold the bikes pretty fast. We ordered a second container that year. The problem for Michael, who I started the business with, is that he could not get money from his sister again, so he had to leave the company. He said that I should do it on my own.

Since then, I have been the only one who is responsible for it, but Michael is a friend of mine and he is still working in the company and he is head of developing our full suspension bikes. We still have a really good relationship. From the four of us at the beginning, the two others founded the company Ghost a year later. We started earlier, they started a bit later but we are all still in the industry. That was the beginning, I was still studying. There were no employees, I did everything on the weekend. I had the possibility to use my father's warehouse, he produced chairs and that made it easy for me as there was a zero cost structure. The only thing I had to pay for was the bikes and that is all.

In the first year, we sold two containers, 480 bikes, one small and one large container. In the second year, we grew a bit. I found some people who were running bike shops at the time, tiny shops for sure. I found some guys who said they would start selling for me, I found Claus [Wachsman, Cube's Sports Partner and team manager for their EWS team], and he said he could work as independent sales reps for me. In 1993, we went to the first bicycle show to show our bikes. It was the first Eurobike, it was a small stand at the time, just 30 square meters. What I forgot to say is that at the beginning, we did not start with Cube, the first bikes were called Slickrock. We changed that as someone had already registered it a few months before us. It is something we found out only a few months before we went to the show. Right before the show, Eurobike 1993, we changed our name to Move. The show was four days, but I was there only on Sunday, the last day because I had to pass my exams. There was Claus, Johann and Angie. They were the sales reps and they saw each other for that first time at the show. I remember when I entered the hall we were in, I saw people running around with Move tee-shirts and I thought: Cool, we created t-shirts! Then I found out it was another brand, a Swiss bike magazine... We had to change our name again, but it happened really fast and a month later, we created the name Cube.

Often people ask me, why Cube, is there something behind it? There is something behind it, but it is a kind of strategy. We were sitting together, it took us two or three days, we were looking for a short name, to get it on the downtube, so we thought four or five letters maybe. It should sound international or be an international name, sound good and it should be neutral, neutral because the brand should get the chance to develop. It was my former wife who had the idea, so we chose the name Cube, and it is still going now. The problems with the names we had at the beginning did not end there, a few years ago we were contacted by Nissan because of their Cube car. I went to Japan twice to have personal discussions with them and it was not so easy, it took years. Sometimes it is really good to work with Japanese, but it takes time.

Finally, we found a solution on how we can work and co-exist. In the end, it was all because we are in the same group of goods – vehicles. Bicycles and cars are not the same, but they are under the same category. We found a way to co-exist, it took some time and the problems that appeared in the beginning, arrived again 10 or 15 years later. Finally, we are happy with our name. The first year, we only imported complete bikes. After a while we realized that it might be better is we import disassembled bikes because of the import duties. At that time, there were 17% import duties on complete bikes and I think 5% on components. So if we got them pre-assembled, we could assemble them here cheaper and get the bike as a whole cheaper with the lower import duties. It was still very small numbers, 1,000 to 1,500 bikes a year while we did that. It was not in a professional way that we were doing that, just 100 square meters in a corner of my father's warehouse. There was still nobody employed, we did it with some friends of mine on the weekends, during the holidays, etc. It grew step-by-step. We grew from 500, to 1,800, 3,000+, 5,000+ and in 1995/96, we got our first building.

My father built something for me, he is an engineer, he had a construction company until the mid-80's when he quit and built a production plant of 600 square meters for warehousing, for everything. But it was a huge step for me, in 1995/96 I got the first employee and we grew to 5,000 bikes a year, maybe a bit less in 1995. It was also the time that we changed from buying bikes disassembled to components and frames. At the beginning, we were working with the same supplier but told him to ship the bikes disassembled. Then we got our first bikes that we had to assemble on our own and again it grew. We built up another production space, another 200 square meters with simple building machines. Went to shows, found more and more dealers, in the late 90’s, we found our first distributor. It was a Danish company, his brother was doing Principia, and we started to grow from there. We started to have our own product management, engineering - it all came step-by-step. Things became more complicated, as at the beginning it was just steel frames, there was no suspension, not even in the front. We enlarged our bike range to some road racing bikes, to triathlon, to whatever and in the mid-90’s we started with our first full suspension frames, our first aluminum frames, things grew bigger.



Cube Factory



With new materials and things getting more complicated with the suspension, did you start to have engineers here rather than having to rely on the ones at the factories?

It is true, we had to pay more attention to that. But, to be honest, we did not have 3D drawings on the computer. This happened later, from 2004/2005 and onwards. But yes, we had to pay more attention to geometry with suspension forks, without suspension forks. It was the time when things changed quite a bit. When we started, it was at the perfect moment to start, it was very easy. You did not have to invest in tooling for carbon frames, in tooling for tubes, tubes were just round. There was not really any engineering needed. Many, many new shops came up,

I am only able to talk about Germany but I think it was similar to other countries when mountain biking became bigger. Many new brands came up, people did not know what to buy, so we had the chance to get into the shops. Now that the market is more stable, shops have been working with brands for 10 years, 20 years or longer, it is much harder to get into the shops. And it is an investment - you need to create a frame, it is a really big investment compared to 20 years ago when you just had to choose between different types of tubesets. That was the beginning of everything. Today, when you want to make a full suspension bike, you have to compete with people who have designers and engineering teams. In our development department, we only create frames. We now have 16 people, either industrial designers or engineers. You cannot compare it to the early times, now it is just engineering that you have to do to bring a new product on the market.


The German consumers tend to have a very precise idea of what they want for their bikes. Have you found, as you become more international, that you had to adjust the way you approach the specs, the geometries? Have you found it difficult to transition from a German to a more global brand?

For sure, our developments were mainly influenced by the German magazines and they created this type of market I think. They told you what you needed or didn't, mainly the bike magazines, later on the mountain bike magazines. You are right, before we only thought German, because the few bikes we sold outside Germany did not influence our thinking a lot but what made us really strong was the point when there was a competitor, Ghost, just 20km away from us – who were friends of mine. So if an American company shows you what to do, you can always say they are bigger, they have different advantages, whatever. But if you have a friend, a few kilometres away and you think he might be better than you or work harder than you, and when they opened up their brand, their business, I thought it was terrible for us. I thought they were doing the same as us and we would have to share our sales with them. It happened maybe a bit but in the end, it was super positive for both brands. We always thought: what would the other do and how can we be better?


Something interesting with Cube is that you have a traditional sales model, you work with dealers in a traditional way and yet you are quite aggressive on prices. You are only a few percent more expensive than the direct sales competition. How did you choose to go this route and what did that mean for your business and the kind of choices you made over the years?

Our idea was always to create the best bike in each price level. Therefore, we always try to keep our overhead small. That is what we still work on. We try not to have too much money that we have to spend in areas outside the bike. We said that our best marketing tool is not in the magazines, it is the product itself. We put all our efforts into our bikes and that is how we created a bike that is really competitive and pretty close or sometimes even better than the direct sellers.


Looking at the business model of the German companies, from what I understand, it is a very different approach from Americans. Obviously, the business still has to make a profit but with German companies, who are more family business, you can make decisions that are a bit more abstract, a decision will maybe not make 10% more sales but that will make the company stronger for the future.

I think what helps for sure is that we are not a public company. Decisions are made by me, especially the difficult decisions. The good thing or the bad thing is that I do not have to ask somebody. I am the one responsible for the decision in the end. This structure has the advantage of being faster. If a decision has been made, I can do it right now, I do not have to ask somebody else. The other advantage that we have compared to some big companies, public companies, is that we do not have to look at shareholders’ value. We can think long term and I think that is a positive thing.



Cube Factory



What sort of decisions have you made in the past that can example this? Like you chose an international name to begin with: back then you had an idea that at some point you looked to be a global company.

One year ago, we knew that Shimano would increase the pricing by several percent, so we decided to buy several million Euros of their components to stock them. That was a good decision for us as we knew we would need them afterwards. I think many public companies would not have done that because on the balance sheets, with short-term thinking, that would have to be shown up in the three-month reports, it would show a negative result: the stock level is too high… For the shareholders, it might have given them the wrong information from their point of view. That is just a small thing but that is the kind of decisions.


Are you planning to go to the US? I think that maybe Americans will not appreciate what is behind the company?

You are absolutely right. If one day we decide to go to America... It is not that people are waiting for us. It would be super, super hard, it is a tough market with very strong companies who occupy the market already. Trek or Specialized are there, they are the big market leaders, I think, I do not know the market that well, but they are not waiting for somebody else. Trying to be successful is incredibly hard and whether we ever will be it, who knows? Maybe one day we will try something over there.


We understand you are forecast to sell 600,000 bikes next year, while Specialized is around a million at the moment. That is quite impressive to me considering you are not selling in the world's biggest market.

Yes, but I would say that until now the time was not right. And we are still growing here and I think we won’t do more than 600,000 this year, we will be a bit below. I do not care about this number too much. I think that once the time is right we will try it, but at the moment, it is not necessary that we do it. I think the risk to start something over there also exists. Spending too much money at the wrong time could lead to weakening our company as a whole and this is a risk we do not want to take right now.


Cube seem to have taken a different approach to many of the German brands with their sponsored athletes. For instance, you have had the Action Team for five years now, since before people knew who Nico Lau was or even what Enduro was. Is that a conscious decision?

We understood the American strategies. They sponsor big riders, they have big teams… We did not have the financial power to do that, so we thought there were two options: we either try to copy them, but we will never be as good as they have more money. Or we choose another way. The other way was to put all our efforts and money into our product. That is what we did and I think by trying not to be like the others we had a chance to grow.


Enduro still today in Germany is not that big of a deal. How come you guys chose enduro?

We thought at first that enduro was real mountain biking and mountain biking is, of course, our core business and it makes us visible outside, but we want to get some feedback about what real mountain bikers need. There are two reasons, yes, one is marketing but the other is feedback to develop our products.



Cube Factory



Guys like Nico really help you push the bike?

Yes, I mean we have some really good riders in-house here. They are enduro riders, but not professionals, but to have this final 1, 2, 3, 4, 5% to develop a bike that is something that helps.


What do you see as the next big challenge for Cube in the next few years? What keeps you up at night at the moment?

To make our brand a real global brand is a big challenge. And to become a real global brand we also need to be on the American market, that is a challenge. I mean the Asian market is also there, it is a different segment, but we think that now we are in competition with the big global brands like Trek, Specialized, and Giant. They work worldwide and if we want to be competitive in the future we also have to think about working worldwide, I think it is important. The other challenge that we are facing is that our distribution channel now is through dealers and we see a growing market share going to direct sellers. We think there is space for bike shops in the future, we think a lot about that. People are saying that multi-channel will be the future, for me, it means we need shops as it is one part of the channel. The other thing is that shops have to do something on the internet, or we have to do something for them, but working together somehow and I think to find the right way to work together with the dealers, to make all of us successful is one of the major challenges we are facing right now.


MENTIONS: @cubebikesofficial




106 Comments

  • + 62
 is that guy shitting himself in the last photo?
  • + 9
 one can only hope!
  • - 1
 what a stoic dumpface, in that case. i usually have a "bitter beer face" when it's my turn.
  • + 20
 Get that man to a cubical!
  • - 16
flag funkzander (Jan 26, 2016 at 14:47) (Below Threshold)
 he has seen the butt ugly bikes his company is selling
  • - 1
 nah, it's Mille Petrozza! www.youtube.com/watch?v=q2fEXkg0py4
  • + 27
 Hey fu#kers, some people don't smile as much as other people for an actual medical reason (ahem, a lot of people in the technical industries fall in this category). Have some goddamn respect and decency for the natural state of those different from you, whether or not they have that diagnosis. Some people smile, some people don't. Get over it.
  • + 2
 Damn right there rattpoison.
It is overwhelm foolish to make fun of people, just because they don’t fit into the “fashionable” category of looks… If you are not wearing loose dark gray or black shorts and choose not to sip one beer after the other, looking like you just broke free from a ghetto, you are not cool!
The funny thing is that the same spoiled brats who follow so close the current ghetto fashion, will happily jump on the new one, as soon as it is properly pushed by the biking media (even if that new fashion is all about bright fluorescent colors and tight fitting tops).
This behavior is sooo common now within the various forums today. The kids are unresentful toward people who do not fit into their gang / ghetto looks. Even if we are talking about former champions of mountain bike legends.
The guy is all right. He may ride more & harder than you (without the need of a car or shuttle to get him at the top of the mountain). \you owe to be more respectful…
  • + 6
 It was a joke, calm down you two. Also the only person talking about fashion is you uncajohn. I don't know any "gangster" mountain bikers and most I know have to pedal up the hill. Stop over analyzing things and lighten up.
  • + 4
 It is overwhem foolish to assume I be sippin on a 40 with ma loose dark grey shorts ya hear!
  • + 5
 Really Medical reason? If at all its a cultural thing,at least that my experience.
Americans are posers, always bringing out fake smiles and hand-Signs as soon as someone points a camera at them. Europeans tend to be more natural on pictures and try to capture the moment.

both sides tend to find the other approach weird...
  • + 1
 Ha!
I was about to answer the Med-rip-guy, but you covered me perfectly. I can only add that the average European is more aware of the various cultural differences, thus more acceptable. On the other hand I can see an almost total mainstreaming around the current fashion, when I look at photos (or read comments) from the other side of our globe.
My point is (obviously) that what you consider as "not cool" now, you may surely embrace is later on, IF it becomes the current fashion.
And, of course, that guy on the picture deserves your respect.
  • + 47
 Look at my empty shelves!!!!!!!! They are massive
  • + 27
 Id put my f**ks there... But i have none.
  • - 6
flag gnarbar (Jan 26, 2016 at 14:42) (Below Threshold)
 frames are in transit from the factory, shelves are ready for all the credit cards orders from Pinkbike clickbait fanboy victims
  • + 31
 What's with the CUBE overload the last few days?
  • + 24
 Pinkbike is covering up their filthy relations with Specialized and Fox. You have to want to see the truth to truly open your eyes. Satanized
  • + 45
 @svenie, it's part of our coverage of major German bike companies: www.pinkbike.com/news/opinion-the-rise-of-the-german-mountain-bike-industry.html. Cube is up today, but over the next weeks look for features on Rose, YT, and Canyon.
  • + 17
 They are getting us all warmed up for "GWIN" going to one of these companies!!! Cube is on the level of the two major american bike companies, so they could afford to pay "GWIN" what he wants. Business. Marketing.
  • + 24
 Why haven't I foreseen this? Off course!!! All those news, Aaron sending enigmatic messages - it all comes together now! Aaron Gwin is paying Pinkbike to promote himself to get an F1 level contract. We thought it's Specialized but it was him pulling the strings all the time!
  • + 0
 @mikekazimer Understood. Liking the content but seeing so much cube on one screen gets one thinking. Perhaps seemed less ''add-like'' if started with an other company first.
  • + 1
 Gwin on Yamaha moto BMX bike for the win!!
  • - 6
flag RedBurn (Jan 26, 2016 at 14:11) (Below Threshold)
 so @mikekazimer if every brand there (Rose, YT, and Canyon) is a new team for 2016 we only have 3 more possibilities for Gwin to go Big Grin
  • - 13
flag buildabikes (Jan 26, 2016 at 14:27) (Below Threshold)
 Cube must paid a lot of $$ to do all posting.
Ok... We all know cube now. But I'm not buying it.
  • - 1
 advertorial dollars win
  • + 14
 Or it's actual journalism - hey you Ameircan readers, did you know this brand you barely heard of sell 60% as many bikes as Specialized? You didn't? Great. Next up is a brand you absolutely have no awareness of. Then we got a brand so big you know of them but have never even seen one of their bikes in person, and to wrap it all up, we've got the brand who you all have been ordering bikes from because you're cheapasses!
  • + 26
 I see he like his outfits to match his pallet racking!
  • + 22
 Ed Shearan after a big night out
  • + 1
 and a bunch of McDonalds burger vouchers used up
  • + 21
 "Oh, and we have signed Aaron Gwin"
  • + 1
 - YT
  • + 3
 No way, pumping big dollars in marketing is not cube style and as we all know Gwin is all about the $$$...
  • + 19
 And that's how you grow a business
  • + 17
 Go Broncos!
  • - 2
 Go Warriors
  • + 13
 This is actually really interesting thanks pb!
  • + 8
 I'm from the US and I'd buy a Cube. I know the numbers would not be over the top for them. I ride Cotic and On One at the moment. Very rare, in my area, but capable bikes. Was looking at YT, Ghost or Orbea as my next bike because I want something different. Nearly every bike in my area is a Trek, Specialized or Santa Cruz. They are nice bikes and I have owned one or more of each, but I want something different. Just to see what's out there, because the small brands I own now are super fun bikes. More fun than the big bike brands I've owned.
  • - 6
flag SlodownU (Jan 26, 2016 at 15:06) (Below Threshold)
 Or, you could also look at something from Pivot, Intense, Turner, or Ibis and look like you know what your doing vs. someone who reads magazines and is trying to be different. Just sayin.
  • + 14
 What about Transition? They party.
  • + 2
 And Rocky, Norco, Devinci too, puff puff give.
  • + 1
 I have been looking at Transition and Evil. And I am someone who rides. 40,000 miles or so off-road, so I do know what I'm doing. Just sayin. Wink
  • - 2
 Well if you know what your doing and insist on a German brand, then you should go straight to Liteville for fuck same.
  • + 2
 Sake damn it sake! FU autocorrect.
  • + 1
 I did look at those too. Kinda cool. I worry I'd some how crush my nuts in that upward motion swing link. It's karma, I thought it, so it'll likely happen.
  • + 2
 40,000 miles is more than Alberto Contador or any professional road cyclist. That's about 110 miles a day. You sure about that number, a little suspect.
  • - 1
 Over 20 years, that's 2000 miles a year. Not including road miles, that's another 1000 or so a year. So maybe 60,000 over the last 20 years. Biggest year was 5,200 miles. Half off road, half road. Not sure how many BMX street miles or BMX racing miles I had that year, but it was a lot of nights and a lot of weekends doing that when there were no mtb races. I still ride. A lot. So yeah, I'm sure about how much I ride.
  • + 7
 Nice interview, pretty cool that the friend that helped with the first purchase and had to bail is now working for them. I like this guy's business model, decision maker and risk taker.
  • + 8
 as my shitty day was getting worse, browsed my favorite site to ease the pain & read these comments....& laughed! Thanks all...needed it...
  • + 10
 two much of the orange and blue man
  • + 8
 Cube needs to make a bike called the "icle".
  • + 1
 You don't realize how many bike companies there are until you read an article about one. There are tons of great bikes to choose from, and what goes into them (testing,professional team riding,engineering,parts,features) seems to be more and more involved as time passes.
  • + 1
 Hey good luck to Cube. They want to be the German Giant, its a good business story. Personally I would be more interested in a Cube if they distinguished themselves in some way; but as long as they build good bikes and stand behind them they will probably do ok.
  • - 21
flag SteveDekker (Jan 26, 2016 at 13:49) (Below Threshold)
 I take it back. Went to Cube website. They are all about the e-bikes. E-Bikes! So screw Cube! Hope you fail! Big! I guess its all about the Bucks for you! I only support manufacturers of actual Bicycles.
  • + 7
 Haha that escalated quickly! To be honest, e-bikes are a great opportunity for older people who still want to be riding but whose bodies just don't allow them to go that hard on themselves anymore. I thought e-bikes were shit too, but then I realized how happy they can make certain people. Also they are a great opportunity to motivate more people to commute by bike, which is definitely a good thing.
  • + 7
 Hey! I'm old! And to be honest thats all BS! Its a slippery slope needs to be quashed now! Keep them off the unpaved trails. Ebikes are motorized vehicles and have the potential to destroy all we have built.
  • + 1
 I helped design and develop an ebike once, those things are fast but not powerful, so don't worry no ebike will be destroying whatever that "you" have built Mr "I own MTB".
  • + 5
 Maybe they are not powerful today, but what about in 3-5 years? Better batteries, more efficient motors, etc. I will guess that very soon lazy people will be hitting up our hard built trails on e-bikes. My dad is 73 years old, and he still rides his human powered bike with out any issues, so dont tell me old people need e-bikes.
  • + 3
 Not just me. Its a loss of the entire MTB community that has worked so hard for access, and to build trails. Now we have more BS to deal with politically and on the trails.
  • - 2
 oh my bad Mr "we own the trails".

the only way I see ebikes getting more power is if High speeds are necessary (above 70kmh), if someone is riding an ebike above 70kmh is either on a fireroad or is just a profi having some fun on an idle day.

I can assure you no weekend warrior (myself included) will be riding above 70kmh on a singletrail on an ebike.
  • - 6
flag SteveDekker (Jan 26, 2016 at 15:25) (Below Threshold)
 Do whatever the fuck you want Narro... in Mexico.
  • + 4
 Hahhaha. Why so bitter man. I am actually going to angel fire in may. I might now consider going a bit further north.
  • + 4
 For the last 18 years I have worked in the electronic component industry. E-bike manufactures buy their components from us. We are first inline to educate, sell and distribute the latest tech to all types of companies. Hence, we are able to see and spot the latest trends of what types of components are selling, and to whom. E-bikes WILL become very powerful, not because they need to be, but because they will sell. Why do you think Tesla's have an "insane mode" button?
  • - 3
 Im not bitter. I'm a Mountain Biker. Further North sounds like a good idea.
  • + 5
 if an older person is riding an e-bike in the middle of the forest and the motor fails they're gonna die trying to pedal that monster out of there.
  • + 1
 Haha dropoff... had not though of that. Shhh... though they will start fitting them with Life Alert® Medical Alert on board.
  • + 9
 Hey SteveDekker and others... You need to open your eyes. This sort of close minded thoughts and simply insulting comments to a group of people who might benefit from an EBike is plain - idiocy.
There is another side. It's amazing there are people in 60's, 70's or more who still ride their pedal bikes. That's amazing. But here's a story from the other side. I have helped the owner of our very large national corporation get an EBike and set up. She is in late 70's or early 80's. She is actively involved in incredible charities, including several involving charity rides - but she literally cannot pedal for long distances WITHOUT assist occasionally. So now, she can continue her work for charities AND remain involved in closing ceremonies or whatever... Millions raised - and she rides an EBike, and not always on the road!!! I've ridden with her on local 'tame' trails as she loves being outside and remaining as active as possible - something she couldn't due for anything over a few minutes before EBike assist... Here is something she said to me two summers ago when we got her set up and riding the trails again as I pedalled next to her, "oh my god!!! I thought I'd never get to feel like this again!!!! Thank you so much". She literally said "I feel like a kid again - weeeeeeeeeeeeeee!!!!" This is from a very powerful and influential and humanitarian individual in my country - and I'm ashamed of the biking community that there are those of us who think "you can't pedal too f$@&king bad". Shame on you who feel that way!!!
Of course - contrary to what you think of me after reading this - I am not an idiot... I KNOW THERE WILL be morons on EBikes smashing trails and ripping through at Mach speeds and destroying property. But I am firmly of the belief, and have seen it - often its "us able mountain bikers" riding an EBike smashing and wrecking trails!!!!
And just click on PB videos. Any given video you see has "us able riders" just destroying trails for the money shot of a roost, or berm smash or wicked drift skid dude!!!!
Come on... You think an EBike rider is now going to start crushing switchbacks and blowing out berms... Sure it'll happen, but in any more frequency than an other f$&@king able bodied rider might do.
Ride your local bike park, anytime. Watch. No EBikes yet, and there is absolutely no problem finding trails getting smashed and wrecked and trashed - purposely or inexperienced riders... EBikes are NOT going to be the issue and more than any others!!!
Will we need to work together, sure. But heaven forbid close minded Neanderthals open their eyes and maybe for once look at all sides.
And I do not have an EBike, hopefully if things go as I plan, I'm decades away from needing one... But when that time comes - hey I hope "able pedal riders" haven't shut the amazing world of the forest and valleys and fields and nature and enjoyment of riding a bike - even EBike assisted - from me and others. I hope to be able to continue to help people reconnect with their bikes and nature and trails when they no longer are able to do it unassisted anymore.
  • - 9
flag SteveDekker (Jan 26, 2016 at 17:49) (Below Threshold)
 Its not Adventure if anyone can do it.
  • - 9
flag SteveDekker (Jan 26, 2016 at 17:50) (Below Threshold)
 Oh... and kgb I only read the first couple words of your post.
  • + 2
 @steelpolish. You are one of the only people who get this. When I get old and have to have a e-bike which one will I buy? The effin fastest one of course. It will have to blow roost and scare old ladies.
If it has a motor it is a moped.
  • + 3
 My point in this whole thread is that E-Bikes will be amazing in just a few more years. Its inevitable. We are already selling the new generation components to E-Bike manufactures. They will be silent bicycles with the power of a moto. So, what is the MTB community going to do about it? Are they allowed on our trails or banned?
  • + 0
 @kgbdhbiker - Its cool that a late 70's lady can enjoy an E-Bike. But, she is not the type of person that will take her E-Bike and shred Blackrock. Thats not what we are talking about.
  • - 7
flag SteveDekker (Jan 26, 2016 at 18:11) (Below Threshold)
 Exactly steel. If it has a motor its a moped. They must be banned.
  • + 3
 Just wait until you see what IOT is going to bring in the next 5 years. The new internet IPv6 has 340,282,366,920,938,000,000,000,000,000,000,000,000 unique IP addresses. These times, they are a changing...
  • + 9
 I think us North Americans have to come to grips with the fact that Europeans don't give a shit what we say about ebiking, because they are apparently selling well and all over their trails already. What's next, lecturing the Europeans that their cars are too fast and a danger on the road?
  • + 3
 @SteveDekker you strike me as the kind of person who thinks "one fish, two fish, red fish, blue fish" is advanced grade literature and that Donald Trump is the second coming of Jesus.
  • + 0
 Berude you strike me as the kind of child who is only 18. You pantywastes have no Idea who I am or what my politics are. For the record I think Trump is the worst thing to happen to America since...oBama.
  • + 0
 wow, it takes skill to spell Obama wrong.
  • + 0
 o'Bama Sorry forgot the Hyphen.
  • + 1
 "Shimano would increase the pricing by several percent, so we decided to buy several million Euros of their components to stock them."

Shimano allowing things like this to happen is why they have such a grey market problem and dealers cannot make a descent margin on their products. I'm not saying Cube grey-marketed them, but it is clear there is a LOAD of grey market stuff impacting dealer margins and policies like this facilitate that.
  • + 3
 haha they clearly should not allow their customers to buy products from them! What where they thinking??
Wink
  • + 5
 He looks cute in that hat.
  • - 17
flag RedBurn (Jan 26, 2016 at 14:36) (Below Threshold)
 gay
  • + 0
 I ordered a Cube bike on the 1st Jan, lead time of around a week or so from the dealer. Received an email on the 6th Jan saying it was now due on or around the 28th Jan. Received another email last night saying it was expected on or around the 15th of March.... That'll be my one and only experience with Cube Bikes then.
  • + 0
 In my hometown there's a shop that sells Cube exclusively and the bikes sell like crazy. I once asked if I can get a discount for an ex-display Cube Stereo, and the shop owner told me "nah, if you don't buy it for the list price someone else will in half a day".
Also interesting, the Cube Fritzz 180mm bike serves a market for freeride bikes you can pedal up a hill, which is still quite big southern Germany / northern Alps as the terrain is incredibly steep and gnarly. Many other companies don't have these anymore...
  • + 1
 When I was in Dublin for a wedding years ago I spent a day a day walking around checking out LBS's. Far and away the two most popular brands I saw were two I had never heard of before at that time - Cube and Stevens.
  • + 3
 "there's no birthday party for me here!"
  • + 0
 cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube cube
  • + 2
 Test the North American market in Canada.
  • + 1
 Cube is in Canada already.
  • + 0
 Thanks
  • + 2
 Ray of Ray's indoor mountain bike park?
  • + 1
 ... is it Cube Week on pb or something ?
  • + 1
 It seems that CUBE’s growth is scaring some people…
  • + 1
 willy wonka and the cube factory LOL!
  • + 0
 Cube, cube and more cube. Im thinking maybe Pb have something whith cube....
  • - 2
 Pinkbike's gota make the bank every now and then, but this many media post from the same brand takes away from any integrity and makes you message less clear. Cube, go outside and ride your bike.
  • + 1
 he ist standing tall to fight the competition
  • + 1
 Yeah, the boss looks like his bikes
  • - 1
 What I read was they went with enduro because it was cheaper @robaussie99
  • - 3
 pallet rackings are empty .. everything's already sold ??
  • + 2
 from an artistic standpoint it could represent that or that they are ready to expand, considering they hinted on another photo their expansion to the US market, I would say is ready to expand.
  • + 3
 The previous story on the company said they'd just built a brand new facility across the road ready to ramp up production from 800 - 1300 bikes per day. Also they they had no immediate plans to hit the US at this point....
  • + 3
 Previous PB article mentioned moving to a new warehouse across the road, and these pics are of the new place, they haven't moved in yet....... Shit, I read too much pinkbike if I know crap like that
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