What was the brand working on 20 years ago?
“20 years ago, our brand had only just been established and we were working with open mould frames to start with. We really put the foot on the gas with our own developments around 2004, so we’re still relatively young and have gone through a big learning curve.”
What is the direction of the company setting up for the next 20 years?
“Becoming more international is important and will also be a big challenge for us over the coming years as we adapt to meet increasing demand. In terms of our products and communication, the roles of electronics and connectability will only become more significant.”
What influence has Dirt had on your company?
“Getting into Dirt 100 and having someone like Steve Jones give your bikes the thumbs up have a hugely positive effect. Dirt was always the magazine I looked forward to reading the most.”
What has been the biggest lesson the company has learnt in the industry?
“We have always been able to learn from setbacks and come out the other side of a bad situation stronger than before. Like when years ago we had to recall a load of carbon forks we ended up building an industry-leading test lab and became the first brand globally to install our own CT scanner.”
What do you dislike about working in the bike industry?
“There isn’t much difference between work and play so you end up doing it the whole time. Actually, that’s not even that bad.”
Give us a story from your wildest moment in mountain biking?
“On my first trip to Canada, someone told me that the black bears weren’t all that dangerous, you just had to avoid the grizzlies and cougars but you only find them away from the parks.
One day, we were riding outside of the park and then I heard a noise following me down the hill. I remembered what the guy told me and thought, “shit…” I rode that trail faster than ever only to get to the bottom and find that it was a twig in my derailleur causing all the noise. Like a cards in spokes on a kid’s bike…”
What has been your favourite moment of Dirt’s history?
“The first time Canyon was in the Dirt 100”
Your favourite or most memorable Dirt Cover?
“#108 – Atherton – Action, summer, heat – Just makes you want to go out and ride.”