In the biggest surprise move of the winter, the Athertons have started their own bike company and will be racing World Cups on bikes they have designed and built themselves. The Athertons have some big plans, with talk of e-bikes, additive manufacturing, and disrupting the industry in their press release.
We quizzed Gee, Dan and Rach on some of the finer details:
How long have you been working on the development of the bikes you will be racing this season?
GEE: Over the years, we've been involved with developing quite a few DH bikes for companies, so we've been learning that process for a long time. Affy has always had this dream in the back of his mind and has had many conversations with longtime friend Ed Haythornthwaite. The work on the Atherton DH bike has been an intense process. Over the last few months, we’ve worked with Ed and suspension designer Dave Weagle to develop our prototype as quickly as possible. From talking about what we want the bike to be and feel like, to going over CAD drawings and data, it’s been a whirlwind of everyone’s best work to get the bike to the trails.
How many bikes will be in the initial product line?
DAN: We’re still finalizing that initial offering, but we’re planning to release the DH bike and we’re already testing and developing a few different trail bikes. The important thing for us is that they’re fast, fun and something we’d be excited to ride. Once we’re at that stage, we’ll get them out there.
Rachel, will we see you on a 29" DH bike this year? Or maybe a 29" front / 27.5" rear wheel?
RACH: I've been spending a lot of time on the 29er this winter and I’m loving it. I think it’s a wheel size you'll need a lot of time on to adjust your riding to be able to race, but it feels ace!
There is certainly the option now to run a 27.5 in the rear for racing, but it needs more testing, and testing is something we’re going to be doing a lot of with the new bikes.
Are you worried about using a bike that has no World Cup pedigree?
GEE: Of course it’s always a concern getting on a new bike for the first time, especially one that’s unproven on the World Cup circuit. But, the guys who have designed this have a pretty impressive track record. Dave Weagle probably has more World Cup wins to his name than any other designer out there. Couple that with engineers and technology from Formula One and the aerospace sectors, and you have a pretty awesome package - and we aren’t inexperienced ourselves. World Cup pedigree is definitely something that we can bring to the table. We know what we want from a bike, and how to translate that into design adaptations. We’ve done it so many times with a lot less flexibility than we have now. With this team around us, we’re confident and excited for the challenge, even more so with the advantages of additive manufacturing – if we do need to make changes, we can do it quickly.
Tell us more about the bike that Dan built back in 1992…
RACH: We'll have to just show a picture. It was a race between all the different schools in the country. You had to build a bike with four wheels and race it. Dan and his team won, but they got disqualified because it was supposed to be a four-wheeled vehicle. His was basically an awesome two-wheel bike with stabilizers that didn’t quite touch the ground - he’s come a long way since then.
Will the bikes you're racing be the same as the bikes available to the public?
GEE: That’s the plan. We’ve always been a bit confused by brands that don’t offer the same bike to consumers as to racers. We’re aiming to offer a wide range of stock sizes and also the option to go full custom. One of the most impressive things about additive manufacturing is that every bike can be customized, so, if people want Gee’s Fort William race bike, or their own version of Rachel’s race bike with a slightly steeper head angle, we can make it for them.
How did you meet Piers Linney and how did he become a co-founder?
GEE: We knew that Piers was into his mountain biking and we knew all about his achievements, especially with respect to helping and guiding start-ups. I got in touch with him and asked if he wanted to hear more about a plan we had. Straight from the off, he loved the idea and had some really impressive ideas about how it could work. A startup like this is a difficult thing to do, and you need people who are the best at what they do in their respective areas. In our eyes, Piers was exactly this.
What will Piers Linney's role with the company be?
DAN: Piers will chair the board and help us to spot opportunities to develop the business. There are going to be a lot of challenges getting this off the ground and the financial aspect to a startup like this is very unique. Piers has a lot of experience with this area and can help us realize it.
What is the business model? Direct to consumer, retailers, etc?
GEE: We’ll be selling direct to consumer. With high-end technology and the potential for customization. We feel we’re best suited to an online direct to market platform. There’ll be an option for anyone who wants it to design their own bike on the website. It’s also a way of making sure that everyone gets the best possible price and the best possible service.
What markets will the bikes be available in?
Worldwide! We are looking forward to taking the brand to places that the World Cup circuit doesn't always take us to.
You mentioned e-bikes. Are you developing an e-bike? If so, what markets will it be available in?
DAN: Yes. Down the line, we are definitely keen and It’s firmly up there in the development plan. We need to do a lot of testing first. We want to fully understand their strengths and weaknesses before we commit to bringing one into the range, but we think that custom geometry will be a strong attraction in the e-bike market.
What other projects are you working on these days besides the bikes?
DAN: We’re still working on our Dyfi Bike Park project which we are getting very close to realizing and, of course, preparing for the World Cup circuit which is a huge focus.
How will you three be involved in the day to day running of the business?
GEE: We will definitely be very involved in all the key decisions, from design and direction of the brand, the priority of products for launch, to graphics and colors, to the events we attend. We each have bikes we are passionate to see to market. For example, Rach is passionate about the kids’ bikes. This is not us badging someone else's vision. This is our dream, and we are all going to be making it happen.
Is the plan to focus on running the business once you retire from racing?
RACH: I’m sure we’ll all grow into roles that are relevant and suited to our skills when the time is right. For now though, its all about the racing and getting the bike out there.
How will you "disrupt the industry and shake-up the large corporates”?
DAN: It’s the technology that will do that. Additive manufacturing (which is basically 3D printing with titanium powder) enables 100% customization, the ability to be reactive and a quick production process that sees no need to be sitting on stock is a new approach for bikes. We’ve got some serious brains on board too, and they aren't afraid to look outside the standard bike industry box.
What is the most exciting part of this new venture?
RACH: I think for me it's seeing people riding an Atherton bike. I meet so many people - kids and adults, year after year at the races. You see them grow up and hear their stories of how their riding is progressing. To see them doing that on an Atherton bike would just be incredible.
GEE: It's the chance to use years and years of World Cup experience to develop bikes that people can ride themselves and to show them what you can do with a frame when you have such versatile technology.
What is the part that makes you the most nervous about this new venture?
GEE: This is a genuine startup and the challenges that come with that are going to be tough to navigate. Whether its the financial side, developing the technology, or just working with a whole new crew of people, it's a daunting thought. But, we believe in what we’re doing and, as it has always been the case through our careers, that is the main motivation.
Can you foresee a time when there will be an Atherton Bikes World Cup DH team that doesn't have any Athertons as riders?
DAN: That’s a big reason for us starting a bike brand. Mountain biking has given us so much and we want to continue to give back to the sport and be involved. We started the Atherton Academy to bring on new talent and over the last few years, we have helped riders like Martin Maes, Taylor Vernon, Kade Edwards, Mille Johnset and Luke Williamson and that’s really important to me. We have also started Dyfi Bike Park and combined with the Bike Company, I am hoping we can create a strong base for young talent in the UK.
www.youtube.com/watch?v=l8u5URJVEfo
10k for frame & shock
How would you like to pay for this?
Or not.
A great concept but the only one I've seen in the flesh was on the wall at an HQ somewhere... Let's hope the Athertons/Robot/Dragon's Den can make this venture fly!
www.pinkbike.com/news/athertons-launch-atherton-bikes-with-robot-bikes-founders-and-dragons-den-investor.html
No sign of any new company registrations for either the Athertons or the Robot directors, and looks like Atherton Bikes/Bicycles are still available as company names atm by the look of it- opportunity there for someone!
"PB: How many bikes will be in the initial product line?
DAN: We’re still finalizing that initial offering, but we’re planning to release the DH bike and we’re already testing and developing a few different trail bikes. The important thing for us is that they’re fast, fun and something we’d be excited to ride. Once we’re at that stage, we’ll get them out there."
At the bottom, my friend says
"yeah, Gee Atherton pedals down that......"
:/
And colincolin it was a good pun, I caught that you were being funny =)
go to the last minute or so
I understand, but I'd rather be spending that extra time actually riding the thing than buggering about threading needles, I dropped needlework at the end of third year secondary school because I was rubbish at it External cables and hoses makes it dead quick and easy to swap frames if you fancy a quick change too
Plus, you generally only run new cables once or twice a year for derailleurs, rarely for dropper and brake cables.
Anyway, best of luck to you guys! Sounds like a fun project.
As someone who has worked with composites my whole life and professionally at internships, I can’t agree more... the last thing that will cause these bikes to break is the joining resin
I will keep my fingers crossed for the success
And start saving cash for the bike tho
Don't recall any R160s coming with Fox 49 up front
I just guessed that getting a Fox 49 and making a 29er rear end on the existing platform is the easiest way to start off with a 29DH prototype. It will also give it more travel with the same rocker and will be compatible with both coils and air shocks, as most DH bikes are.
I still didn't get what your opinion is – these are just prototypes, so they have all types of rockers and parts, yes. None of that means anything at the moment)
And this bike does not look like somebody just slapped a "triple crown" on (no such thing BTW, 49 is a dual crown fork) – look at the details. It's a 29/27.5 proto to test the new configuration recently allowed by UCI.
Would you think about getting a slopestyle event going at Dyfi? Get the Claw and you together and I think it would be insane, the possibilities are endless.
I hope you guys come up with bikes that hit the sweet spot with pricing and you will sell a shed load of them. Really excited to see the bikes!!
Cheers to all three of you guys, much respect from across the pond!
Quality. Current carbon frames are done by hand. This introduces very big differences between individual frames and the quality isn't consistent. This process uses 3D printer for connections. It's 100% accurate every time. And as far as I know, straight carbon pipes manufacturing may also be automated. Amazing.
Cost. I hope that they will find a way to lower not to increase the cost like Robotbike did. Automated process means lower price. The problem is that you MUST do the initial investment and buy machines. If they didn't buy those machines the price will be horrendous and the company will fail once again just like Robotbike did.
Like I said before. The technology is amazing. I just wouldn't go the "customize" path. Rather: we made 20 prototypes - this is the one that works the best, our quality is THE best, the price reasonable.
Congratulations guys, and really hope this goes the distance for them - they deserve it for actually being original!
Im looking forward to Fort Bill just that little bit more now! Can we come and have a nosey in June??
To see some big smiles when those bikes put you “guys” on WC podiums on your own frames!!!!!
Stick to pedal bikes and tearing up the DH scene... pretty please!
Thanks for some help from the experts.
wow, I couldn't be happier for you guys. I wish you all the success with this new adventure. such a humble and dedicated family. you all deserve this so much. it is amazing that you are able to pull something off like this. i am so curious how the bikes will perform and look like. with dave weagle on board i don't doubt that they won't be superb. I myself ride the pivot dh and enduro bike and love them. definitely consider riding one of your bikes in the future. hoping for a enduro rig like the firebird. just capable of doing everything. I love the idea being able to customize almost the whole bike.
I wish you guys best of luck, a hell of a time and success for the future, whether its racing, building tracks or bikes.
bes regards
Front runner for what will be the dumbest question of the year and its still January.
Rachel Atherton is the only pro DH rider in history with a perfect racing season and this is what this idiot asks her? What a moron. As if the history and experience of the family and their team means nothing. Does this moron actually think they are going to embarass themselves by creating and riding bikes not up to the task? Think before you speak.
Maybe they’ll call it a “hardline”. Too much of a clichè? All the best to them on their new venture????
www.renishaw.com/en/metal-additive-manufacturing-technology-used-for-customised-mountain-bikes--39741
I do hope this reformed project under the Atherton name sets a lower price point aiming for bigger sales?
I am sure that you will see Kinetic fusion used in the bike industry to produce complete frame in the near future.
www.asminternational.org/documents/10192/26746001/20+-+Gulizia.pdf/b8edc449-2333-427d-a05b-84bd980eb1f4
Travel; 180mm
63/64 degree HTA
76/77 degree STA
Dual crown approved
31-33lbs builds
Thank you!!!
Please for the love of all that's holy, please consider making a Race BMX too...
Cant wait... Good luck for new Bikes
Looks like & sounds like similar concept
Basically they've bought Robot.
Also.....not on Hope anymore.