Why Atherton Bikes is the most innovative brand in mountain biking Right Now

Dear Reader,

There is a certain satisfaction in watching a small, independent brand outmaneuver the giants of an industry. 

It’s even better when that brand is built by three of Britain’s most fearless mountain bikers, turning their hard-earned racing wisdom into something you can actually ride. 

Atherton Bikes isn’t just building mountain bikes; it’s redefining what a high-performance ride should be.

From Racing Pedigree to Manufacturing Pioneers

Most athletes retire and cash in on their names with endorsements and signature products. The Atherton siblings, Dan, Gee, and Rachel, looked at the best bikes on the market and decided they could do better. 

So, in 2019, they set out to build bikes that weren’t just mass-produced moulds but tailored machines engineered for performance.

Their approach? Ditch the one-size-fits-all frame sizes, embrace cutting-edge(yes, i couldn’t find any other word) tech, and make every bike feel like an extension of its rider.

Precision in Every Tube and Lug

Atherton Bikes doesn’t do cookie-cutter. Instead of stamping out generic frames, they use 3D-printed titanium lugs fused with carbon fibre tubing, allowing them to tweak every frame for the perfect fit. 

It’s about more than just comfort; it’s about precision, power, and taking mountain biking to the next level.

Each bike is designed, printed, tested, and assembled in their Machynlleth, Wales workshop. Every frame gets tested on actual mountains, under actual riders who know the meaning of “crash-proof” (and, occasionally, “hospital visit”). 

The result? A bike that isn’t just fast but feels like it was built just for you because it was.

A Sustainable Future for Performance Cycling

For all its outdoorsy branding, the cycling industry has a problem: it’s drowning in overproduction and waste. Atherton Bikes has a better idea.

By using on-demand production and 3D printing, they eliminate the waste that comes from cutting traditional metal tubes. 

No excess stock, no surplus frames dumped into discount bins, no pointless waste. And because their modular design allows for easy repairs, an Atherton bike isn’t a short-term fling; it’s built to last.

No Marketing Gimmicks, Just Racing Pedigree

While other brands throw money at influencers and flashy ads, Atherton Bikes takes a more direct approach: winning races. 

Gee Atherton throwing himself down a mountainside on an Atherton bike is worth more than any carefully curated Instagram campaign. Their bikes don’t just look fast in photos; they prove it on the race circuit.

And then there’s their direct-to-consumer model, cutting out middlemen and putting them in direct conversation with their customers. 

You don’t just buy an Atherton bike; you work with them to create the perfect ride. The result? A cult-like following that doesn’t need to be convinced.

What’s Next for Britain’s Most Exciting Bike Brand?

Atherton Bikes is still small, but they’re growing fast, and the industry is paying attention. Their challenge now is to scale up without losing their obsessive attention to detail, to remain the bike brand that does things differently, no matter how big they get.

For now, they’re focused on what they do best: making the fastest, most precise, most thrilling mountain bikes on the planet. And if history tells us anything, it’s that the Athertons don’t settle for second place.

Cheers!

Akanksha