Deviate Cycles is well known for their high-pivot Trail and Enduro bikes, and that concept has gained a lot of traction in recent years, but getting consumers to accept new ideas can be challenging. Deviate co-founder Ben Jones has a lot to say about the balance of bringing new ideas to market without alienating potential customers; the tradeoffs of gearbox bikes and why they haven’t widely caught on; and much, much more. In this conversation, we also talk about Deviate’s recent efforts to explore bringing production to the UK, including their wild 3D-printed titanium and carbon fiber Lowlander prototype; the Moroccan MTB scene; and the importance of clarity in a brand’s model lineup.

TOPICS & TIMES:

Ben’s Eurobike recap (2:04)

The founding of Deviate (2:43)

The Guide & gearbox bikes (5:51)

Consumer acceptance of new ideas (14:34)

The Highlander (19:12)

The Claymore (22:38)

Morocco’s MTB scene (33:16)

Deviate’s model lineup & the importance of brand consistency (35:06)

The Lowlander 3D printed Ti prototype (37:32)

The challenges and benefits of onshoring production (44:58)

Why titanium + carbon fiber for the Lowlander? (49:24)

Launching the company with Asian production (54:20)

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