Kyle & Rachel Strait Sign with Ari Bikes

Mar 9, 2024 at 5:23
by Ed Spratt  

After rebranding from Fezzari to Ari Bikes just a few days ago the brand has now revealed some freshly signed riders with Kyle and Rachel Strait joining its team for 2024.

bigquotesAri Bikes proudly announces the newest additions to its roster - Kyle and Rachel Strait. The dynamic husband-and-wife duo bring a wealth of experience, passion, and a string of impressive victories to the Ari team.Ari Bikes

bigquotesThe biggest news since the tv dinner. Proud to announce our partnership with Ari Bikes. Rachel and I are stoked to finally be riding and repping the same brand. Can’t wait to see what wild stuff we can come up with.Kyle Strait

bigquotesWe are thrilled to welcome Kyle and Rachel to the Ari Team during this exciting period of growth and expansion on a global scale.

Their values and goals perfectly align with ours, making them a natural fit for our brand. As we prepare to launch multiple, all-new bike models in 2024, and custom projects with Kyle and Rachel, we are confident that their expertise and passion will elevate our brand to new heights.
Joey Foresta, Sports Marketing Manager at Ari


Author Info:
edspratt avatar

Member since Mar 16, 2017
3,137 articles

237 Comments
  • 391 23
 First off, I am not an employee and have never, ever, at any time in my entire life received any monetary compensation from Fezzari, whoops, I mean ARI... (Hey Siri, will deleting my cookies hide my IP address?)

With that being said I think ARI is the best company that has ever existed on the planet (Sorry Natty Light!) It's amazing to see such a small start-up company from Utah grow into a multinational conglomerate and are now able to sponsor humongous names like Kyle Strait! I'm beyond...I mean Kyle must be beyond stoked to be riding for a company that offers cutting edge suspension technology, 23-point fit customization, and offering the absolute lowest cost to customers via their direct to consumer sales strategy. The fact that ARI can customize their bikes to fit super hot babes like Rachel Strait (I love you baby!) is also incredible.

Buy an ARI bike so you can ride like me, I mean Kyle Strait!
  • 31 2
 Stoked for you and Rachel....I mean Kyle and Rachel. Keep the Whiskey Myers coming too!
  • 39 0
 Ari ya serious?
  • 9 0
 Wow I think I will look at the bi…. Wait a f*cking moment
  • 24 2
 This is how you turn a PR disaster into success. Well done!
  • 8 0
 Shut up Lyle!
  • 11 15
flag MattQEkBp1 (Mar 9, 2024 at 7:50) (Below Threshold)
 I’m not too sure Rachel or Kyle had much choice
  • 7 0
 Well played Lyle
  • 7 1
 Talked to Natty Light, they're not offended. GW dude
  • 11 0
 Solid, Ari should just have you handle all their PR from now ha
  • 7 77
flag likeittacky (Mar 9, 2024 at 9:21) (Below Threshold)
 Kyle seems to Straight to ride for a Woke bike company, TBH.


"The name change from Fezzari to Ari (pronounced "Ahh-ree") is a reflection of our company's global vision and goal to "Create Exceptional Experiences" one rider at a time.

The Global Meaning of Ari
Dropping ‘Fezz’ from Fezzari and evolving into Ari seamlessly aligns into its core ethos of “Be in the Moment'' because the name Ari means ‘to exist or to be.” The name also carries positive meanings globally and is easy to pronounce in virtually any language. lol
  • 37 3
 @likeittacky: I didn't think you understand what wokism is.
  • 5 70
flag likeittacky (Mar 9, 2024 at 9:36) (Below Threshold)
 @cliff-huckstable: Funny how you guys always say that, when in fact its just the opposite for yourselves. The etomolgy of many words have and will be turned into more than they were intended. This fact is constant in todays world.

"Everything Woke turns to shit." DJT
  • 15 0
 @likeittacky: Now you quote DJT? You do know he had a line of 'Woke' wear in 2016, right? And he did indeed turn to.......
  • 6 38
flag likeittacky (Mar 9, 2024 at 9:53) (Below Threshold)
 @suspended-flesh: He was once a Dem also
  • 1 11
flag MattQEkBp1 (Mar 9, 2024 at 10:17) (Below Threshold)
 @cliff-huckstable: marketing term?
  • 44 6
 @likeittacky: He's bounced around trying to find a party that would be dumb enough to vote for him. He finally found it.
  • 7 68
flag MattQEkBp1 (Mar 9, 2024 at 11:09) (Below Threshold)
 @FaahkEet: realest leader we’ve had
  • 29 3
 @MattQEkBp1: he doesn't give a crap about anything but money and power. None of them give a crap about you. It's become a bigger joke than ever.
  • 11 58
flag MattQEkBp1 (Mar 9, 2024 at 11:19) (Below Threshold)
 @psullivan65: kept us out of more pointless wars unlike joe
  • 14 0
 @MattQEkBp1: all I was saying is your naive if you believe the " I'm looking out for you" " nobody can fix it but me" crap all politicians say
  • 8 0
 @MattQEkBp1: Negative.
  • 7 52
flag MattQEkBp1 (Mar 9, 2024 at 11:29) (Below Threshold)
 @FaahkEet: typical libtard response when they realize I’m right, get your tongue out Rachel maddow’s dusty vhole
  • 20 7
 @MattQEkBp1: the fact that our choice will be these two out touch old guys is pathetic. We pander to the extremes of both parties and not majority of Americans in the middle. For the first time in my 40 years of voting I'm saddened to be here. Either way the next 4 years is gonna suck for us.
  • 5 0
 @MattQEkBp1: Nope. I've had better Drills as leaders, and there was a terrible Drill.
  • 5 50
flag likeittacky (Mar 9, 2024 at 12:09) (Below Threshold)
 @psullivan65: But you will most likely vote for nursing home JB when thats all you have.

You people think this voting game is in the control of the people; when it's actually the counters and the owners of the counters that tally the score who decide whom they will award the seat to. The vote is meaningless! Republican- Vivek Ramaswamy was forced out. Him being the sharpest most assertive and opposing to big government and it's shenanigans by the controlling dictating party of the radical left.

Watch George Carlin and be liberated from your illusion.
www.youtube.com/watch?v=KVJI3HHsWyg
  • 23 12
 @likeittacky: you're a joke. Go be a racist pig like your leader
  • 10 41
flag MattQEkBp1 (Mar 9, 2024 at 12:13) (Below Threshold)
 @psullivan65: I’m fine with trump, he’s dis functional which is what we need, Biden is a product of the system so we get more graft filled wars
  • 2 25
flag likeittacky (Mar 9, 2024 at 12:14) (Below Threshold)
 @psullivan65: Pot calling the Kettle Black. Pun Intended.
  • 12 39
flag Fishoholics (Mar 9, 2024 at 12:33) (Below Threshold)
 @FaahkEet: nope Trump is too smart to be a Democrat. He knows woman only have 2 X chromosomes. Or won’t allow men to play in woman sports.
  • 19 3
 @Fishoholics: yeah he's also the richest billionaire that can't rub two pennies together.
  • 23 7
 @likeittacky: I live in Oakland, where our hamstrung understaffed police department and ultra progressive DA have created a paradise on earth for petty criminals. Progressive policies at the local level are a disaster for my community, and way worse for people who live in less desirable parts of town. I think about that every time I lock my bike to the radiator inside my house to keep it safe. So I can virtually guarantee you we’re suffering way harder from “wokism” than whatever you’re dealing with. That said, please go take your sh*t somewhere else. No one is here to talk politics, and quoting your boy Trump on an MTB site is more likely to cause people to dig in their heels rather than change anyone’s mind. Go try to kick someone’s ass in a bar and work off some of that steam.
  • 3 30
flag likeittacky (Mar 9, 2024 at 13:21) (Below Threshold)
 @urbanacheiver: Oh ok urbanacheiver. Whip
  • 10 0
 @psullivan65: you're arguing with a troll account. lol
  • 47 0
 Can y'all stop fighting and talk about how great I am?
  • 3 24
flag likeittacky (Mar 9, 2024 at 13:48) (Below Threshold)
  • 1 1
 If you say so it must be true.
  • 3 0
 Welp, Ari will be stoked with this level of engagement and clicks, even if it’s not all about bikes.
  • 5 0
 @DefinitelyNotKyleStrait: You are pretty great. Please keep being you
  • 5 5
 She is super hot, thanks for sharing!
  • 12 1
 Here's the deal... first off Kyle Strait (by any other name) is a badass. Plain and simple. He rides like he is a warrior headed to battle and is tough as a bag of bricks. Don't know his wife but she must be super cool to put up with a guy who throws himself off of cliffs for a living. So let's all be happy someone is paying him and his family to continue to ride like the badass he is. Who cares about the name or anything else. Wish him and the company he rides for luck.

Second, why the actual FFF did this divulge into politics? We come here to get away from all that crap to pretend things like headset cable routing are important enough to bitch about. Get real and give your balls a tug.

Kyle, Lyle, or who the F ever... keep killing it buddy.
  • 2 21
flag MattQEkBp1 (Mar 9, 2024 at 23:15) (Below Threshold)
 @HuckminsterfullerAF: only thing I’ve taken away is Rachel likes to ride the bronco, sponsorship and otherwise
  • 2 2
 the best company that ever existed, hahahhaaha. there are millions of companies in the world.
  • 7 7
 @urbanacheiver: No amount of policing can fix a violent society with high socioeconomic disadvantage. That change comes from elsewhere. Policing is pretty low in the hierarchy of crime prevention.
  • 1 0
 I'd not call it multinational when they still send their frames from the US AFAIK which means super high taxes when buying from Europe
  • 1 0
 @dft1: Hundreds of millions in fact, but this isn't that serious. lol Where is the sense of humor?
  • 2 0
 Ari...like ATARI bro.
  • 3 2
 @Caddz: It’s funny how many people get offended over something as simple as complimenting someone. People need to fu*k off with their snowflake feelings.
  • 1 3
 to show my support for America, Kyle, Rachel and Fezzari's transition, I purchased one of these sweet MDGA! shirts:

shop.therideguru.com/products/trump-mdga-short-sleeve-tee
  • 1 0
 @geerumm: Funny. I was doing street-team work for CP Gang years ago and they had a DT 'Make Freeride Great Again' line. That was just before he got elected and the joke wore off.....
  • 2 1
 @mior: how come you and @Southeast-Shredder aren't following MattQEkBp1--he's incredibly witty! Do your moms know you're on here?
  • 1 1
 @ceecee: Just followed him tup
  • 55 0
 I feel like Kyle should now go by Lyle since Fezarri is now Ari, just to show new team spirit
  • 21 1
 Or just Le.
  • 19 0
 Le and El signed with Ari
  • 1 0
 Le & El ripn on Ari’s now ohh chitchyea! Ohh and what’s an Ari?
  • 61 10
 As a former employee of Kyle and Rachel's former bike sponsor, I've gotta say that this comes as a huge relief. Many of us who were laid off are still looking for work in a very competitive job market. The bike industry isn't doing too hot, jobs are scarce, and budgets are tight. I'm glad that ARI is stepping up to the plate. Kyle is the real deal and he should get paid handsomely by this industry.

Side note: Kudos to the marketing team at Ari for the rebrand – the old name was a major stumbling block, and those of us who've worked behind the scenes understand that a rebrand is massive work. Don't listen to the rabble. Your bikes look great and sponsoring Kyle and Rachel is a good move. I think you nailed it with ARI. I wish you all the success.
  • 6 1
 Just curious, why was the old name a stumbling block?
  • 73 1
 @joostd: because it was Fezzari
  • 42 1
 @joostd: to me it conjured an off-brand copy of an Italian race car. It sounded cheap, like a generic Amazon/Alibaba brand name. It didn't make any sense for the brand – it gave them nothing to work with, no stories to tell – and it wasn't open-ended, as ARI is.
  • 6 1
 @rufgo: a lot Alibaba brands have far better names than Fezzari. Brands like West Biking and Rock Bros don’t try to sound premium or Italian, they sound like Ali Express brands, which is fine because that’s what they are.
  • 14 1
 @joostd:Because Fezzari - The Prancing Mule, was too similar to an Italian brand name.
  • 11 0
 @suspended-flesh: I know I'll end up looking the weird guy here, but I have to confess: Double Z in fezzari reminds me more of brazzers than ferrari so I'm happy thats gone.
  • 7 0
 @joostd: Sounded like a good name for a frozen pizza brand.
  • 11 0
 i would have gone w Fezz Bikes
  • 3 1
 @winko: what’s that?
  • 4 0
 @nastynate711: Google it, but not at work.
  • 8 0
 @joostd: Always sounded like a cheap Ferrari ripoff to me.
  • 12 0
 @joostd: you ever wish you drove a lamborzzini?
  • 4 0
 Rebrand isn't such a big deal in this case. They just have to cut some decals in half. ;-)
  • 1 0
 @xciscool: I like Snail
  • 30 2
 These bikes are fantastic, the rebranding was great and our... errr... their marketing team is the best!
  • 32 8
 I genuinely wonder what goes through their heads after seeing the brand they just signed for astroturfing themselves with the slyness as a panda bear. Astrobikes is their name now in my eyes. Fezzari and Ari are no more. All hail Astrobikes!
  • 8 1
 Probably not much going through their heads as long as the checks clear.
  • 4 0
 @sfarnum: exactly. PB comments don't get the bigger picture very often
  • 1 3
 @sfarnum: Given that the mtb industry pays very little to athletes, Id imagine they would think a little
  • 3 0
 Bit gutted I missed the astroturf stuff. Feels like I missed out on a good laugh
  • 29 7
 I always thought the bikes were decent, but they had a stupid name. Now they have an equally stupid name
  • 24 4
 Fezzari was a stupid name, for sure. Ari is fine - their launch was a train wreck, though.
  • 12 1
 I know nothing about any of this and don’t want to, but fezzari is way worse than Ari lmfao come on
  • 3 7
flag taquitos (Mar 9, 2024 at 11:11) (Below Threshold)
 @rrolly: trouble is now Ari will just be associated with train wreck by a lot of people. I’m definitely not forgetting that fiasco anytime soon.
  • 2 1
 @rrolly: feel The same. I know several people with their bikes and actually they're not bad for the price. The original name was cheesy and the launch was a disaster, but I'm glad. Kyle and Rachel are getting paid and have a sponsor. That's what really matters
  • 1 1
 Ari reminds me of Arri, the camera company...
Ari is quite stupid. How to pronounce? "a-rye"? Or "ah-ree"?
  • 23 3
 I just rode an Ari around the parking lot outside Astro-Turf World... ...I think it might be one of the best bikes I have ever ridden!
  • 11 2
 Seriously? The parking lot never lies.
  • 2 1
 Ah, the parking lot test. Back in my day, I too, have rigorously tested multiple "best bikes I have ever ridden" that way.
  • 32 12
 Welcome to the Mormon religion. Thank you for your 10% and please hand over all your beer.
  • 5 4
 As they hail from Utah they have no real beer to hand over, aplogied
  • 2 2
 *apologies
  • 31 2
 Oh my gosh, Ari bikes are sick as fetch! Anyone who says otherwise can shut the front door and go to heck!
  • 14 0
 @kramerica5000: this response made me so ding dang angry…i now have to pray for losing coolie oolie!
  • 1 2
 @Murphius: believe it or not, the beer scene in Utah is actually pretty decent these days. Can get 5% beer at gas stations and grocery stores, and a good selection of high ABV beers at liquor stores, bars, and breweries.

Source: am currently Utarded
  • 2 0
 @MegaStoke: State run liquor stores...
  • 20 0
 Kyle & Rachel, Syd & Macky, previously Mo & Hannah… I see a trend here.
  • 62 2
 I managed the Sprinter van build project for Mo & Hannah and let me just say, that douchebag is the absolute worst. Never failed to mention how they’ll be in some trendy destination for “testing” and how their “sponsors” would be “providing” the pieces for the build. I wasn’t mad when I left the company shortly after starting.
  • 11 0
 @KeithShred: I mean they're YouTubers not named Jeff (Lenosky, Kendall Weed). What would you expect?
  • 18 0
 @KeithShred: they give the absolute worst Orange County vibes. No surprise he’s a mega doucher.
  • 13 1
 @KeithShred wow haha classic. Their content is so obnoxious, can’t stand it
  • 3 10
flag nvranka (Mar 9, 2024 at 10:04) (Below Threshold)
 @norcalbike: weird thing to say as a norcal person…lmfao.
  • 20 2
 @KeithShred: more like mo trash. Can’t stand that trust fund doucher
  • 16 2
 @KeithShred: never met the guy but I get the big time disingenuous, unauthentic, trust fundie paid his way into all his hobbies kinda wanky vibe off his vids.

Stoked to see my radar wasnt off...
  • 12 1
 @KeithShred: I can attest. Mega Douche
  • 4 1
 dont forget Kyle and Apr…oh, my bad.
  • 7 57
flag MattQEkBp1 (Mar 9, 2024 at 13:27) (Below Threshold)
 @psycln: who’s the next mtb’er to start hitting that? She’s way out of my league but I’d love for a pinker to get some of that pink stink on em
  • 31 1
 @MattQEkBp1:
You definitely need to take a break from all social media.
  • 2 29
flag MattQEkBp1 (Mar 9, 2024 at 16:07) (Below Threshold)
 @Captain65: don’t like don’t read it
  • 3 22
flag MattQEkBp1 (Mar 9, 2024 at 16:32) (Below Threshold)
 @bigmeatpete420: you sound like a contender bigmeat
  • 11 0
 @MattQEkBp1: dude get a life
  • 5 33
flag MattQEkBp1 (Mar 9, 2024 at 16:37) (Below Threshold)
 @justridingalong1: let the straight men have their fun
  • 3 0
 @MattQEkBp1: show me where it hurts
  • 2 8
flag MattQEkBp1 (Mar 10, 2024 at 23:04) (Below Threshold)
 FMK… Rachel, Hannah, and April
  • 2 0
 @norcalbike: They came to my local area and tried to ride our trails at Bass Lake. I don't know why they thought that footage would be great content to upload. They should stick to the bike paths and the road.
  • 1 2
 @Dtower92: you got some proper gnar in bass lake? Lol
  • 1 0
 @Dtower92: let’s not encourage them bro. I live in Santa Cruz and we have enough kooks ruining the spot as is
  • 16 0
 I lived and worked in Armenia for 2 years, and Ari is one of the most common names there. To tap into the Armenian culture, I feel like Ari bikes needs to have a big, rowdy enduro bike named Gampr, which is the name of the the local breed of Armenian sheepherding dogs. They are like 150lb German shepherds. Hell, just get get hide the Ari name on that model and put Gampr on it. That would be rad af.
  • 1 0
 This is cool, I am Armenian and I’ve always wondered what the culture and mountain biking is like there.
  • 7 0
 Breaking News:
Ari or “Be in the Moment'' has recently decided to rebrand to Atari. The new, new name also carries positive meanings of “Fun and Play” globally and is easy to pronounce in virtually any language.
  • 10 2
 Now a local Utah bike brand will have his share at Rampage. That's truly awesome. Congrats to the Straits and Ari on this one.
  • 15 1
 Canfield bros would like to have a word
  • 10 3
 @bskip: Fruita is in Colorado.
  • 6 1
 @sspiff: they used to be in Layton
  • 6 0
 @bskip: dang. I remembered Bellingham but not Layton. Those boys get around it seems!
  • 3 0
 @sspiff: home of (former home of) Mike the headless chicken.
  • 2 0
 @sspiff: yes, but Canfield isn't in Fruita anymore. The building they were in is for rent.
  • 9 1
 A suicide no-hander at Rampage on a (Fezz)Ari...this could be my winning industry Bingo card this year.
  • 7 0
 as he was the big name on vitus , guessing this is sort of confirming mike ashley isnt going to be keeping vitus up and running then
  • 2 0
 All of it down the pan. Brutal.
  • 3 0
 @Tambo: he made sure no one else could restart it too buy purchasing the intellectual property , very sneaky and ruthless. Guess thats why hes rich guessing the vitus brand will end up on bike shaped objects in sports direct before the end of the year
  • 1 0
 @FoxRedLabs: seems an odd move, to me. All the employees still know what they always knew. Someone with deep pockets could restart it if they felt like it... it'd just be a different brand. They'd have to spend a chunk of time redesigning and setting up various things as a new company. But they could make very similar bikes and use the same factories etc, and nothing Ashley could do about it. Someone tell me I'm wrong...
  • 2 1
 @Tambo: I doubt he'd care. We'll probably start seeing £300 bikes badged up as Nukeproof and Vitus in Sports Direct stores before long, that's more his style.
  • 2 0
 @commental: sure. So why spend on buying vitus/etc IP?
  • 2 0
 @Tambo: I don't know how it works, maybe it came in a package? I can't see him ever getting involved in resurrecting the brands to what they were though.
  • 1 0
 @Tambo: I don't know how the law works exactly and how much someone would have to alter the designs to get clear of Intellectual Property laws etc, I'm not a lawyer , guess we will have to wait and see, guess the molds and jigs for the frames still exist in a factory in Taiwan somewhere?
  • 1 0
 @FoxRedLabs: with how similar many bikes are, and nobody (generally) calling out design infringement, I'd wager that you wouldn't have to change much. Still would require new tooling etc though, so not a cheap venture to restart.
  • 8 0
 It seems like dudes been signing with different companies every several months
  • 11 0
 As long as Strait Acres keeps building DS courses the world is good.
  • 4 0
 It took commencal likes a year after he left them to take his recording of the customer service line.
  • 6 0
 Seems like a great move for all involved.
  • 9 6
 WOW Ari is such an incredible brand! I cannot wait to see where they go with this! I love their bikes and I think most people do too!
  • 4 1
 Huh?
  • 8 0
 @nvranka: i just wanted to try it
  • 3 1
 I could swear that I saw my first Fezzari frame in a Performance Bike, or Supergo catalog, under the budget hardtail and full suspension frames section and thought it was an odd name even back then.....ARI is much better!
  • 4 1
 Still a silly brand name but I wish them the best. People seem happy with their rigs.
  • 5 0
 this is bezzaro.
  • 3 0
 Very electrifying news...
  • 5 1
 Congrats to Straits !
  • 19 0
 Strait to consumers
  • 5 4
 Lyle really seems like he wants to move to Oklahoma. Hopefully he wears cowboy boots while sitting in the Bronco stuck in LA traffic.
  • 1 0
 Guy Clark- LA Freeway
  • 1 1
 Right? I think it's hilarious he's still trying to keep up the cowboy look. Dude probably can't even get on a horse.
  • 2 0
 Once I rode in a whole enchilada shuttle with the Ari guys. I couldn’t pedal away fast enough….
  • 2 0
 wait was this all part of the rebranding plan
  • 4 2
 Never heard of this brand until now. Well done. Good price bikes also
  • 2 0
 I thought Fezzari was Italian this whole time.
  • 2 0
 That was the point. Started out selling road bikes, they wanted an Italian vibe.
  • 1 0
 Yeah and the Lee cougan is made in Italy…go figure.
  • 2 1
 Ari cycles are handmade TI and steel bikes from Denmark,don't know what this is
  • 1 0
 So they paid for Kyle and got Rachel for free? I thought the brand ambassador instagrammers in the industry were all canned?
  • 1 0
 Ari going to be making a DH bike?
  • 5 1
 @ccbrap7: Why wasn't this part of the article?! That's big news, thanks my friend! Smile
  • 5 1
 @ccbrap7: holy shit, that thing looks sweet. The company is definitely headed in the right direction now
  • 6 0
 Cheap.

$137.

Just bought 10.
  • 5 1
 I saw a pro female dh racer on this bike but it still had the old name on it last weekend at windrock. Looked really nice.
  • 2 0
 @Struggleteam: kailey skelton?
  • 1 0
 @dimitree: How long did it take you to crawl out from under that rock.
  • 1 0
 Now this is news I like to hear.
  • 1 0
 They should shorten it to "FEZZ"......................... not "ARI"
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