5 44 | May 2023
MINUTES WITH...
DMR has been at the heart of the dirt jump and MTB scene for decades. Head of marketing Mark Noble talks BikeBiz through the launch of the first DMR kids’ bikes
Why is DMR entering the kids bike market? And how long has it been in development? That’s a good question – so here at DMR we’re all kids at heart, we all love hitting the trails, riding bikes, having a good time with friends out on the singletrack, bike parks and local loops, and we love it – and obviously, younger kids do too. For a long time we’ve looked at kids’ bikes and thought they just seem to be lacking something – whether that’s in the geometry, or the build quality, or the weight, or spec, how they look, or whether they’ll even last a day at the trails. We felt kids’ bikes need to inspire and feel amazing to ride, so we took a blank sheet of paper and started work on our own range of new bikes a while ago – pre-Covid – and now, they’re ready for launch.
Can you give us a little background on the range? We wanted to make a whole range of sizes and bikes, to get kids on good bikes right from the start – before they can pedal, so they can learn how to properly balance, steer, and to be able to ride with confidence on all terrain. Whether that’s on the way to pre-school, or out on the trails with parents, pump tracks and BMX trails, we wanted all of these bikes to be fully capable and fun right from the start. They also needed to look proper – like fully scaled down mountain bikes or trail bikes, so you can tell immediately that they are DMR Bikes. The names even hark back to an original DMR frameset, and the three new models are all called Sidekick bikes.
What are the key features of each product? What makes the range unique? Two of the bikes feature mullet wheels – even the balance bike has a mullet setup with a 14” and 12” wheelset, the smaller
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