Atherton AM.130 trail bike comes in 22 sizes

New 130mm trail bike called the Atherton AM.130 finally confirmed. There will also be the AM.130.X with a slightly longer fork up front.

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By ben_haworth

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Atherton AM.130 trail bike comes in 22 sizes

I could really lust after one of those but is that kink in the seat tube for the pivot mounting going to hamper my dropper length choice? Could dampen my ardour if it does.

That seems pretty perfect to me

Atherton Bikes have launched a light, modern trail bike

So how light is it? That seems to be missing from the press release so presumably it isn’t really that light or they would tell us. Especially if it’s overbuilt to pass cat 5 standards

I’ve answered my own question from other sites 15kg for a medium full build 130mm trail bike. I’m out

22 different sizes! I’m all for choice, but that seems like too much choice. Being 6’5″ it’s normally just a case of getting the biggest bike in the range for me. But I’d be worried I’d get the wrong size. Hopefully they’ll have demos or lots of info to help work out the correct size.

Was loving the idea of this, then saw its 15kg!

Hardly light! My 130/140mm travel fuel ex is 16kg, with some pretty run of the mill components. For a lot less I could easily drop 1kg off that bike. Shame as I quite like the look of it

22 sizes and not a single one is right for me.

All those sizes and people will just ring up and say, “I’m 5’10” what size do I need”….

The main advantage of the 3D printed Ti lugs is that they can offer a huge range of sizes/custom geometry.

I wouldn’t have guessed that there are enough people who aren’t catered for by conventional designs but I assume they have done their market research.

there’s a fit calculator on their site.
whilst undoubtedly lovely and far more bike than i am rider, price and weight though. hell.

How many people actually know what they need though. I like bikes with different reaches, different head angles, seat angles. It’s like asking Joe public to be a frame designer.

What happens if you want something, they make it and it’s a pile of junk to ride?

I’m a big fan of the innovation and adaptability of the Atherton Bikes Manufacturing process (perfect for swift adjustments for the race team and rapid updates for the consumer), and also think the bikes have a great aesthetic, along with the kind of pedigree that few manufacturers can match…

however, one of the primary things I was taught in sales is K.I.S.S. = Keep It Simple Stupid;

Sales is very much linked to psychology and can’t help but wonder if rather than a USP, 22 sizes is to the detriment of the business, as would be customers are perplexed by excessive choice; initial excitment becomes over analysis and ultimately confusion… which in many cases is sufficient to lose potential custom

It might be better to use a conventional sizing model with 4 or 5 standard sizes (perhaps even dropping prices to reflect the reduced workload), then upsell custom sizing at additional cost for customers who request it?

Love the look of it. But how can it weigh 3kg more than my 140mm Jeffsy?

Sales is very much linked to psychology and can’t help but wonder if rather than a USP, 22 sizes is to the detriment of the business, as would be customers are perplexed by excessive choice; initial excitment becomes over analysis and ultimately confusion… which in many cases is sufficient to lose potential custom

You don’t want anything that introduces negative thoughts over your choice. Most people don’t need much info to know whether they are a S, M or L, and are happy to crack on. The idea of having to try to select one of 22 sizes means I’ll approach the transaction thinking I’m spending £££ and almost certainly not getting exactly the right size for me. Psychology is weird.

Or just use the fit calculator? I put my numbers in and it came out very similar to my current bike which I feel fits me well…

Or just use the fit calculator? I put my numbers in and it came out very similar to my current bike which I feel fits me well…

Well I put my numbers in, 1941 tall, 889 inside leg and arm span (to prove a point) 1500 and 4000mm

Arm span made no difference at all to the frame size.

Suggested size is a 510 x tall.

So it suggests I need a marginally shorter bike than I currently have (though having ridden a (530mm reach) longer one this weekend gone I felt like I’d got on a bike that fit for the first time ever) and a longer seat tube than one seen this side of 1990 I assume so I can bottom out a 200mm dropper instead of using a longer one or, god forbid, having some post showing.

Got to wonder who they recommend the 530 for if (an admittedly slightly leggy) 6’4″ doesn’t even put me on the 520

i see their prices for a frame have jumped up £200 too.

A buddy has a AM150 on order, due for decemeber… now pushed to january. £4500 with an EXT shock. Thats a whole chunk of money. I hope he likes it. After seeing them in the flesh at Ard Rock, i like them more than i used to. But thats way outside of my budget.

Interestingly when spec’ing a build, he asked for pricing on other components. All offered to him at RRP. No discount at all. Seemed a bit tight to me… but maybe its a business model to help push full builds? Maybe?!

Love the look of it. But how can it weigh 3kg more than my 140mm Jeffsy?

Because it’s far, far more capable and probably about 6″ longer?

If I was in the market for a replacement FS I’d be interested in one, mainly because it ‘copies’ & extends what I already have (heavily customised Cotic) AND I’m an odd shape (the reach of a 6 foot and the legs of a 6 foot 6 inch) so I’d definitely get one to fit.

Got to wonder who they recommend the 530 for if (an admittedly slightly leggy) 6’4″ doesn’t even put me on the 520

Possibly me 🙂

Price-wise, if you think they’re expensive, best you don’t look at the like of Santa Cruz & Specialized.

When I spoke to them in person, they said they are not big enough to buy enough components to get a discount from suppliers. When you are Trek big you get a discount on forks and stuff.

Where can I test ride one in my 1 of 22 size ?

I am still out… the bottom of the range bike is still double the cost of most other bikes !

This would be the bike that should be their cash cow, but its going to be a very limited market at that price, and its a bike designed by DH riders who admit they hate riding uphill. To be fair I dont know why Rachel kept saying that in the vid as I bet she rides better uphill than most !

What worries me most with their bikes is that even if I could afford one, they are so niche that they could go out of business tomorrow and where would you be with warranty etc

When I spoke to them in person, they said they are not big enough to buy enough components to get a discount from suppliers. When you are Trek big you get a discount on forks and stuff.

whilst that might be the case, they would still get parts at a ‘trade’ price, so could easily slice a tiny bit of profit off and give some level of dsicount.

But hey, it doesnt really matter in the scheme of things.

Yeah, everyone says weight doesn’t matter anymore… So why the hell use the word LIGHT?? especially when its far from it! Just weird.

whilst that might be the case, they would still get parts at a ‘trade’ price, so could easily slice a tiny bit of profit off and give some level of dsicount.

It’s not just a box shifting exercise, they have some labour to put that kit on a bike to account for in that price too. (which is a box shifting rrp)
Even without the labour aspect, there’s not necessarily a huge amount of profit to slice and also why should they? They’ve bills and wages to pay like the rest of us.

Love the look of it. But how can it weigh 3kg more than my 140mm Jeffsy?

Because it’s far, far more capable and probably about 6″ longer?

what do you want to use a 130mm trail for bike for that makes a Jeffsy not capable enough?

That looks MINT.

Regarding weight – Remember it is rated for DH use unlike most of the other bikes in its travel category that may well be lighter. If you are building a bike for abuse it needs to be stronger.

I`d love one – perfect for razzing n jumps n battering through stuff.

what do you want to use a 130mm trail for bike for that makes a Jeffsy not capable enough?

Anything that Scotland throws at me.

Golfie, Inners, Dunkeld, Fort Bill, Glencoe etc etc

It’s not just a box shifting exercise, they have some labour to put that kit on a bike to account for in that price too. (which is a box shifting rrp)
Even without the labour aspect, there’s not necessarily a huge amount of profit to slice and also why should they? They’ve bills and wages to pay like the rest of us.

You may be right. But small independent shops can still slice some money off here and there and i suspect they have a similar small sales discount that the atherons might have. Plus making 10% on something is better than making 0%, as your not selling it. I dunno, maybe i am wrong or out of touch. I would’ve thought there would have been something in the prices. If your spending £4500 on a frame, 10% off a set of Lyriks doesnt seem that wild.

And they aren’t putting the bits on the bike. they are sending them along with the frame. Unless he goes and collects it.

But hey, its their business model, not mine. As mentioned, my mate will just buy the forks and other parts he needs elsewhere. Someone else can shift the boxes.

But small independent shops [who aren’t paying rights to Atherton inc] can still slice some money off here and there and i suspect they have a similar small sales discount that the atherons might have

FTFY

Plus making 10% on something is better than making 0%

Depends if you’re actually “making” 10% of the gross costs or if you’re “making” 10% of the item price then spending 15% on shipping handling and so on.
There are a lot of businesses (small ones especially) that fail because they can’t quite grasp that buying a box of 10 items for £100, then selling them at £14ea might actually equate to a loss, not a 35% profit.

Given I can’t afford this I’m glad it isn’t perfect!

Will they all still have really poor insertion depth for anyone under 5ft10?

Personally I’d buy one over any similar Santa Cruz, trek of specialized. As for sizing if I were spending 4.5k on a frame I’d be having a visit to the hq and ideally a test ride.

Luckily I can’t and probably will never be able to afford one – so don’t have to think about it.