BRANDS The Atherton Approach


BikeBiz visits Atherton Bikes’ HQ to chat with Dan Brown, CEO of Atherton Bikes on where the brand started and its latest e-bike revolution.


Dan Brown, Atherton Bikes CEO


N


estled in the heart of the Welsh countryside, there’s a riding revolution occurring. It’s not obvious unless you’re looking for it, but heading into the industrial estate in Machynlleth looms a rather modern-looking building, somewhat


contrasting with the miles upon miles of valleys and more traditional dwellings. Atherton Bikes has begun to put Machynlleth on the Welsh


map. Yes, it’s hardly a secret that there is some excellent riding to be had here, but since Dyfi Bike Park opened and the most successful racing family in the history of mountain biking started their own bike brand, this northern Welsh spot has become something of a Mecca for the passionate mountain biker.


44 | June 2026


BikeBiz visited Atherton HQ, which aptly sits opposite


Bernard Kerr’s Pivot Factory Race Team HQ – in case you needed any further convincing of the pull this area has. We spoke to CEO Dan Brown, who has headed the company since its inception, and has long been a part of the Atherton racing experience, before the siblings put their name on a bike. It’s hard to believe the brand has only been around since 2019, although according to Brown, the Athertons had been looking for an opportunity to do their own thing for a while. “Atherton Bikes was basically the coming together of the


Athertons (Atherton Racing) and a bunch of engineers with a great idea. Ultimately, the engineers couldn’t get enough traction on their end, so they needed a brand, and we, as Atherton, were looking for another opportunity beyond racing


www.bikebiz.com


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68