FEATURE


Matt Harvey (left), with mountain bike legends Tom Ritchie and Joe Breeze ‘My philosophy is


straightforward - I don’t like to exaggerate’


The story behind California-based manufacturer Enduro Bearings, its new focus on the UK, and its industry-defying price drop


B


rands in the bike trade often stem from one of two possible philosophies - ‘marketing is key’ or ‘let the product do the talking’.


Since its inception in 1996, Enduro Bearings, innovator in


the cycle-specific bearing market, has always fallen firmly into the latter category.


But the California-based manufacturer is now updating its business model, as it renews its focus on the UK industry in the hopes of bringing its robust and guaranteed products to a new market, one that knows the impacts of terrible weather on a bike’s moving parts. During the recent COREbike trade show, held at


20 | May 2022


Whittlebury Hall hotel near Silverstone, BikeBiz sat down with co-founder Matt Harvey, to talk origins, philosophy, and the recent price decrease introduced by Enduro in the UK. Harvey’s career, which began in bike shops aged 13, has


taken him through some of the biggest names in bike design, from Gary Fisher, to White Industries, and the historic Italian brand Bianchi, before he eventually went into business with an old friend, Mike Alders. Using Alders’ experience working for his dad’s forklift business, Alders and Harvey began to develop a cycle-specific concept for bearings inspired by the bearings used in forklift truck masts.


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