{"id":58205,"date":"2024-01-09T17:46:55","date_gmt":"2024-01-09T16:46:55","guid":{"rendered":"http:\/\/e7b9e5db-e4ed-4b5b-9df5-520f81962ccc"},"modified":"2024-01-09T18:59:41","modified_gmt":"2024-01-09T17:59:41","slug":"orange-bikes-helped-shape-my-mtb-story-and-im-far-from-alone","status":"publish","type":"rss_feed","link":"https:\/\/c01.purpledshub.com\/cyclingplus\/rss_feed\/orange-bikes-helped-shape-my-mtb-story-and-im-far-from-alone\/","title":{"rendered":"Orange Bikes helped shape my MTB story \u2013 and I’m far from alone"},"content":{"rendered":"

With Orange calling in the administrators, Alex Evans reflects on how the Yorkshire company became one of the most influential brands in mountain biking <\/p>

By Alex Evans\n <\/p>

Published: Tuesday, 09 January 2024 at 16:46 PM<\/p>

\n\n

The recent news that iconic UK bike brand Orange has entered into voluntary administration and canned its enduro race team struck a chord with riders, customers and industry folk alike.<\/p>

But why does this troubled chapter in the brand\u2019s story matter so much?<\/p>

I\u2019ve rewound 25 years to explain, and am not alone in my thoughts and fond memories of the brand.<\/p>

Inspirational MBUK<\/h2>
Steve Peat was just one of the legendary riders to represent Orange Bikes. – Steve Behr<\/figcaption><\/figure>

Back then, I was just a pre-teen savouring the fresh, glossy pages of MBUK magazine<\/a>, gleaning inspiration about the sport of mountain biking, arguably in its corporate sponsorship heyday.<\/p>

Gracing the pages of MBUK<\/em> was a star-studded cast of pro riders; their stories and bikes fuelling the fire in my belly that\u2019s turned into a lifelong obsession and career.<\/p>

Steve Peat, Robin Kitchin, Missy Giove, Greg Minnaar, Adele Croxon, Mick Hannah and Steve Geall were, among others, my idols \u2013 the riders I wanted to emulate. The histories of each of these characters share a common thread \u2013\u00a0Orange Bikes.<\/p>

A budding fan<\/h2>
\"Male
10 out of 10 for matching my bike to my kit, but I lose points for having a gap between my knee pads and shorts\u2026 – Alex Evans<\/figcaption><\/figure>

While the exploits of the riders often took centre stage, also emblazoned across the mag\u2019s pages were jaw-dropping bikes from the likes of Giant, Pace and Intense, which played a pivotal role in the formative years of mountain biking.<\/p>

However,\u00a0none were as inspiring \u2013\u00a0for an 11-year-old me at least \u2013 as Orange\u2019s monocoque-framed, single-pivot full-suspension bikes.<\/p>

Maybe their lust-worthy looks were enough to captivate me, or maybe it had something to do with the riders that were on them. Likely, it was a combination of both.<\/p>

A history lesson<\/h2>
\"MBUK
MBUK’s issue 411 tells the story of Orange’s history and the brand’s iconic 1988 Clockwork. – MBUK \/ Our Media<\/figcaption><\/figure>

By the late 90s and early 00s, when I was really getting into mountain biking, Orange was nothing new.<\/p>

The brand was founded in 1988 (incidentally, the year MBUK<\/em> was first published) by friends Steve Wade and Lester Noble. The pair quit their jobs to launch Orange, so named because they\u2019d abbreviated \u201coff-road range\u201d to O-range, or Orange.<\/p>

Together, they produced Orange\u2019s first mountain bike, the Clockwork. Built from Tange\u2019s Infinity steel tubing, it was a classic late-80s rigid MTB sporting a fetching orange-to-white and back-to-orange fade paintjob. It was a hit with bike reviewers and customers alike, riding well and being relatively affordable.<\/p>

But fast forward to my<\/em> era of Orange bikes and the quickly growing range was brimming with icons, thrust into the history books thanks to their unmistakable monocoque aluminium construction.<\/p>

Among others, there was the Missile hardtail jump and four-cross bike, the long-travel single-pivot (5-6in) Patriot and, slightly later, the downhill-orientated 222, boasting a whopping 8in of rear-wheel travel.<\/p>

My own Orange<\/h2>
\"\"
My Patriot in all its glory. – Alex Evans<\/figcaption><\/figure>

Fortunately for yours truly, my local bike shop \u2013\u00a0called Weymouth Cycle Centre back then (now Mud Sweat N Gears<\/a>) \u2013\u00a0not only stocked Orange\u2019s most-loved bikes, but also sponsored me as a budding racer.<\/p>

After pestering my parents ad nauseam<\/em> for charitable contributions to fund my ever-growing and single-minded obsession with bikes, I ended up with an Orange Patriot in the early 2000s.<\/p>

Sprayed with a custom paint scheme \u2013\u00a0an option that was one of Orange\u2019s many draws \u2013 I chose a metallic, cherry red front triangle and contrasting deep-gloss rear end. It was fitted with a host of era-typical parts, including Mavic\u2019s D321 disc-specific wheels, Hope\u2019s C2 two-piston brakes and a Marzocchi Junior T fork. I couldn\u2019t believe my luck.<\/p>

\"Male
The Patriot was a diverse bike, equally at home jumping as it was pedalling. – Alex Evans<\/figcaption><\/figure>

Getting one of the bikes I fawned over didn\u2019t abate my passion and drive to move on up, though. As soon as I got wind of Orange\u2019s downhill bike, the 222, I began plotting how I could possibly afford an upgrade.<\/p>

Clearly, fortune was on my side; I ended up racing a 222 to reasonable success in the UK DH scene as a youth and junior.<\/p>

\"Male
My passion for mountain biking intensified throughout my youth. – Alex Evans<\/figcaption><\/figure>

I continued to ride Orange bikes until 2007, when I finally traded in my trusty Patriot for a Giant Trance, a bike that also played a key role in my development as a rider. In more recent times, I\u2019ve stayed close to the brand\u2019s bikes, having the Orange Stage 6 RS<\/a> as my long-term test bike in 2020 and reviewing the Orange Alpine Evo LE<\/a> in 2022.<\/p>

The rise and fall<\/h2>
\"Joe
Joe and sister Hannah Barnes both rode for Orange Bikes. – Andrew McCandlish \/ Our Media<\/figcaption><\/figure>

As the brand continued to evolve, increasingly influential people gravitated towards it.<\/p>

The list is impressive, from the late Micheal Bonney<\/a> \u2013\u00a0who, as managing director, served as a visionary for the brand\u2019s success for many years \u2013\u00a0through to household names such as Guy Martin.<\/p>

Modern-day Orange has remained a cutting-edge brand despite the predictable jokes about filing cabinets (also made in Orange\u2019s factory) and simplistic single-suspension designs.<\/p>

Orange\u2019s bikes, however, have evolved to offer progressive, truly modern geometry, while retaining a focus on reliability. Lined up against any of its competitors, an Orange often holds its own.<\/p>

Keeping the racing pedigree alive, it has sponsored modern-day cycling talent including Brendan Fairclough, Josh Bryceland, Joe Barnes and, more recently, Lachlan Blair and Joe Connell.<\/p>

\"Orange
Orange Bikes<\/figcaption><\/figure>

But as the proverb goes; the higher you climb, the harder you fall.<\/p>

In appointing administrators<\/a>, Orange is clearly in a spot of financial bother, but the exact causes behind the brand\u2019s predicament are unclear.<\/p>

What we do know, however, is that Orange is far from alone in struggling during what is a tough time in the bike industry.<\/p>

The global COVID-19 pandemic brought about a cycling boom and undersupply, followed by excess stock. Combined with an unstable geopolitical picture and rampant inflation pushing up costs \u2013 and driving down available cash for luxury goods \u2013 a host of brands and retailers have, unfortunately, been forced to shutter or restructure.<\/p>

The future is bright\u2026<\/h2>
\"Male
Snapped-off peak, check. No goggles, check. Baggy clothes, check. Massive stem, check. This bike is one of the reasons I’ve ended up where I am today.<\/figcaption><\/figure>

Despite this, if a brand has ever been in a position to weather the storm, re-birth itself or simply survive, it\u2019s Orange.<\/p>

In our increasingly globalised society \u2013 and one that\u2019s over-polluting \u2013 Orange\u2019s bikes, made in the UK out of highly recyclable materials, are an environmentally conscious prospect.<\/p>

Orange may need to reassess its range, or its place in the market in 2024 and beyond, but the brand\u2019s roots and product pedigree put it in a position to bounce back.<\/p>

The administration process doesn\u2019t automatically mean the end. Companies restructure from time to time, and frequently emerge stronger and even more resilient.<\/p>

My story with Orange is likely to have been mirrored thousands of times over, which means the brand has a loyal fan and customer base that could help it spring back to form in the future.<\/p>

To those affected by the administration process at Orange (and anyone else going through tough times in the bike industry), I wish you all the best.<\/p>

I\u2019m convinced Orange\u2019s story isn\u2019t over yet.<\/p> <\/body><\/html>\n

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