BRANDS W  A


lthough Deuter has been around for decades, it might not be a name you’ve come across until recently – and particularly within the cycling sphere. That’s not to say that the German brand hasn’t been innovating within the bike bag


market – they have since the early 1990s, but they have had some stiff competition so far. Now, however, they’re really focusing on the UK market, with a HQ in the Lake District, the heart of adventuring and outdoor activities in the UK. It’s a small team, but they’ve been incredibly effective in the short time they’ve been located there, with Guy Millership heading up the UK contingent. Since his appointment, the brand has managed to secure


sponsorship with influential people like the Atherton family. And, as the brand moves towards other areas like bikepacking, commuting, and even gravel riding earlier this year with the Rogla pack, the quality of the bags seems to speak for itself. We were lucky enough to grab a few minutes with Millership for our latest ‘5 minutes with’, and he gave us some great insight into the Deuter plan and how the products have been received over the last few years.


It feels like Deuter is everywhere at the moment, with the Athertons sporting packs like the Hiline and new products  behind this boost into the bike market?


Mountain bike coach and guide, Anna Riddell


44 | September 2025


www.bikebiz.com


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