7 February, 2024
Four new products, Five World Cup wins and a World Title; not bad for five years in business!
Atherton Bikes are 5 years old today! The start-up venture have never made a secret of their big ambitions, nevertheless, the speed with which they have achieved some of those goals has caused the industry to take notice, especially after an astounding 2023 which saw Women’s and Men’s Elite victories on the World Cup circuit and that electrifying Gold, Silver for Charlie Hatton and Andi Kolb at Fort William World Champs. We take a look back on that roller coaster five years and celebrate a small British success story as they gear up for the next stage in their journey.
Atherton Bikes CEO Dan Brown said “Hard to believe it’s been 5 years – in some ways it feels like five months, in others a decade!”
When Atherton Bikes launched on January 25th 2019 it lifted the lid on one of the industry’s best kept secrets and overturned the accepted bike company sponsorship model as the Atherton siblings and their then Team Director, Dan Brown decided to “go it alone” The team partnered with renowned suspension designer Dave Weagle and Dragon’s Den’s Piers Linney to create their ultimate range of bikes, utilising ground-breaking additive manufacturing technologies and lug and tube construction to deliver strong, perfect-fit bikes.
Where the Athertons have led, others have followed with several World Cup prototypes now utilising lug and tube construction but that isn’t a development that phases Dan Brown who says “We knew our product was next level, having the largest brands in the World following suit is only testament to that!”
It was a tough time to start any new business; alongside a lot of more established companies Atherton found that 2020 and 2021 were tough going and there were other, more personal setbacks, chief of which was Gee’s horrendous crash while filming his Ridgeline Series…
Overall though what a five years it’s been! Here are some of the highlights chosen by the team
January 2019: Launch day, a closely guarded secret
January 19: The Atherton Bikes Company shares a birthday with co-founder and visionary Dan who built his first bike aged about 10 - cake is guaranteed
June 2019: Rachel takes the fledgling company’s first World Cup win aboard the prototype AM200 – still a full 29er and not available outside of the race team at this stage … “Winning at Fort William on our own bike was something that I hardly dared dream of … but I dreamt of it every day !” Rachel Atherton
July 2019: Rach digs deep to take another World Cup victory ( Her 39th) on board the AM200 on a savage track in Vallnord
August 2019 : Millie Johnset makes it a hat-trick for the brand as she wins the Junior Women’s World Cup in Val di Sole - Mille’s first World Cup win
Feb 2020 :The A150 and A200 available to buy for our first fifty customers… several of whom have bought second, or even third bikes from us /Atherton since then, that’s the best endorsement there is “ Gee Atherton The A200shown here in its original 29 “ format
Dec 2020: Release of Ridgeline 1: Gee’s first epic Ridgeline edit now counts over 4 million views on youtube alone with 10s of millions in supporting content “This is probably the most impressive thing I’ve ever seen Gee do on a bike, absolutely on the very edge of what’s possible." - Dan Atherton
Dec 2020: Crowdcube raise, overfunds in 24 hours - “a measure of the brand’s popularity and the support and belief that have helped us so much along the way” Dan Brown
July 2022: Launch of Mullet 200 M. The culmination of 3 season’s feedback from some of the most legendary downhill racers, preference for “the mullet” is unanimous …and customers agree…
October 2022: Launch of A130 “A trailbike you can officially take to the Bike Park” It's the kind of bike you can hop on, pedal off into the woods, and whatever trail you end up on it'll probably deliver a good time.” Mike Kazimer, Pinkbike
Dec 2022: Enduro Mag best trail bike “The comfortable pedalling position ensures top climbing performance despite the soft rubber compound. Downhill, the bike inspires huge amounts of confidence, combining intuitive handling, excellent composure and superb manoeuvrability. The AM.150 is undoubtedly the best trail bike of 2022!” Enduro Mag
April 2023 launch of A170, Dan Atherton’s favourite ever bike- seen here during Gee’s Dolomites shoot! Designed by Dan in the Dyfi the 170 quickly took the industry by storm “for riding DH tracks, Morzine steeps and a blend of natural enduro trails, I struggle to think of any other bike I’d rather ride” Mick Kirkman, MBR
June 2023: Rachel becomes the “World’s fastest mum with her 40th World Cup win at Lenzerheide - then nips back to the pits to feed baby Arna, the “ confidence-inspiring” ride of the AM200M coming to the fore…”
June 2023: Andi Kolb puts in “ The run of his life” to take the World Cup victory in Leogang in front of an ecstatic home crowd. It is his first World Cup win and the first Men’s Elite gold for the brand.
Aug 2023: A World Champs victory has always been the ambition , but to take Gold and Silver so early in company’s journey was mind-blowing. Ridiculously proud of the team and to be the first British bike Manufacturers to take the World Champs win “ Dan Brown
Dec 2023 AM 170 win’s Singletrack Most Desirable Bike Award as voted for by the readers – this one says a lot about how far we have come in so short a time. Pictured customer John K’s prize possession …
But the last word should go to Dan Brown, CEO “Looking back at the sheer amount of work that has gone into these last 5 years is staggering, our learning curve has been steep and we’re hugely grateful to everyone who has helped us over the last 5 years, from partners like Renishaw, angel and Crowdcube investors and our customers, that support has meant everything. I’m super proud that we’ve made the bikes that make these wonderful moments possible and of the part that we’re playing in bringing employment to Machynlleth, this community welcomed us with open arms so it’s fantastic to be able to put something back – especially in the current economic climate. We are 100% ready for the next stage in our journey.”
Coming soon: The team are working hard on a new Aluminium product for release early this year.
Atherton New HQ – The new facility will allow the company to build and scale in line with their ambitions
To be the first to hear news on the range sign up here https://www.athertonbikes/srange/signup
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