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The industry hate us

This is our Tempest Rival1. Amazing value. £1299.99 for a full ti frame, carbon fork, Fulcrum wheels, full Rival1 hydraulic groupset.
These are a couple of our "competitors" bikes. We couldn't believe it. We've hidden their name to protect them.
And yes. Their frames are made in the same factory as ours.

We think our bike offering is pretty good. We work hard to make sure our customers get maximum value for money. But working as hard as we do, we sometimes miss how good value our bikes are.
Apex is a fine groupset. We use it on our entry level alloy frames. But £2099.00 for one? Seriously?? 
And a "list" price of £2549.00 for Rival bike? Not surprised that's now discounted down, but still, over two grand that doesn't even have bolt through axles?
SRAM Groupset hierarchy goes APEX>>RIVAL>>FORCE>>RED. We use Apex on our lower end entry level bikes, and Rival and Force on Ti and Carbon and higher end stuff.  We're not against using Apex on higher end bikes to get them down to a price point, but they have to be priced accordingly.
So we're at £1299.99 for Rival (that's a groupset higher than Apex) and hundreds of pounds cheaper.

We do all this by following some really simple rules:-
WE BUY BETTER - bigger volumes, better pricing.
WE WORK COLLABORATIVELY WITH THE BEST FACTORIES - our suppliers are the best in the business and by working with them, filling their slack periods, helping with their ordering, we get better pricing and help them remain competitive. 
BUILD BIKES HERE - We make our bikes in Rotherham, then ship them all over the world.
ONLINE ONLY - Running out of a warehouse in Rotherham is much more efficient than having expensive stores on high streets. 

Note: Web archeologists in the future may discover this page. Prices correct at time of posting (11 April 2019).

11 April 2019