BRANDS


GENUINE RELATIONSHIPS


Daniel Blackham hears from Richie Rowland, UK and Northern European country manager for Mondraker, about the how the brand is adapting to market conditions, maintaining support for dealers and planning for further growth


Can you fill us in on some of the latest updates from Mondraker? Oh wow, I’m not even sure where to start. As a business and as a brand we have always prided ourselves on our constant evolution and ability to be at the cutting edge of any new trends, so when it comes to updates there are plenty. The most obvious is probably the bike we just released in early April, the Dune. This bike is like a tick box of UK MTBer must-haves. Latest Bosch SX motor, full carbon frame, 170mm travel, mullet wheel set-up and all sitting in the new ‘light’ e-MTB category. It’s no wonder the media reviews have been so good. It’s not just product updates we’re proud of though. After many years of being a genuine fan of Mondraker, 2024


www.bikebiz.com


saw us add MTB celebrity Doddy (Andrew Dodd) to the staff. With his infectious enthusiasm and unrivalled bike knowledge he’s doing an amazing job creating video content and marketing initiatives for us.


And I can’t not mention our all-new Mondraker Factory Racing team. The three-man team have already secured a fearsome amount of exposure thanks to wins at Red Bull Hardline and the Monster Energy Pro and the World Cup season hasn’t even begun yet [at the time of writing].


How has the past 12 months or so been for the brand in the UK?


It’s no secret that the past 12 months has been a tough time for the bicycle industry, but at Mondraker we know that we have


June 2024 | 43


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