NEWS HUB
Atherton Bikes launches direct to consumer sales through new website
superstar family the Athertons, said it has spent just over three years testing and developing both product performance and the supporting technology that perfectly fits its bikes to a rider and now, it is ready to offer online purchasing to customers across the globe. Atherton Bikes will be offering two models, a World Cup winning Downhill bike with 200mm of travel and a newly refined version of the 29” 150mm Enduro bike. Further product releases are scheduled for spring. “It’s so awesome to be taking the next big step for our
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start-up company,” said Gee Atherton. “It hasn’t been an easy time to set up a new bike company with shortages of components across the entire industry; we will always be grateful to those early-adopters who believed in us right from the start and ordered their bikes unseen and unreviewed.” Atherton Bikes are manufactured in Machynlleth, Wales using additive manufacturing (3D printing in titanium). This
therton Bikes has officially launched its online direct to consumer sales. The company, founded by British downhill
cutting-edge technology is widely used in Formula One and the aerospace industry but it is still relatively unknown in mountain-biking. All the company’s frames are individually hand-crafted to finish. ■
Madison and Tern support BA’s Investors in Cycling programme M
adison and Tern have both pledged support to the growing industry initiative ‘Investors in Cycling’, the Bicycle Association’s (BA) programme
promoting the growth of cycling through advocacy. Milton Keynes-based distributor Madison’s participation is another boost for the BA’s burgeoning portfolio of projects delivered on behalf of the UK cycling industry, including its ‘Growing the Local Bicycle Economy’ project. Already mobilised in London, this project brings local industry and advocacy partners together to make the economic case for cycling and secure infrastructure investment, and the BA
10 | February 2022
aims to roll this out to new regions in 2022 with support from Investors in Cycling. Urban mobility specialist Tern also joins over 1,100 bike businesses in the initiative launched by the BA in December 2021. All are businesses that, in one way or another, support the industry’s collective advocacy work, led by the BA on behalf of the UK cycling industry. Josh Hon, Tern founder, said: “The Bicycle Association advocates for bicycling to government and policymakers with a unified voice and they’ve done tremendous work through these tumultuous few Covid years. Seeing their results made us want to explore additional support beyond just the standard membership dues. “We are happy that there’s now an Investors in Cycling
programme, which will help us achieve additional important goals. The bicycle industry is pretty small so it’s critical that we work together to achieve common goals.” ■
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