Going to be interesting to see how an MTB celeb branded company works out shifting a high cost product.
I always kind of cringe when folk like Hoy, Wiggins and Pendleton try and build brands out of their name. To be fair to Boardman he’s actually done pretty well out of it, but the brand is still a bit naff isn’t it?
Kind of think/hope the Athertons might be able to buck that recent trend, but guess we’ll see.