We are beyond excited to partner with Deity Components. A brand that stands true with our values, we are proud to run their products on our bikes!
Family, hard work, honesty, care, dedication and a whole lot of risk has paid off for Deity Components since their creation in 2004. Husband and wife duo Sadie and Eric Davies took their years of experience in customer service in the bike industry to build a brand that would become one of the most respected and trusted in the trade amongst athletes and brands alike, be they the competition or not. Their values of doing things right and putting their athletes, customers and team first, always acknowledging where they've come from and not putting a product out there unless it's exactly what they set out to create are values that transcend any industry,
Their focus is on some of the most important and most fussed over components on a bike, the contact points. Bars, pedals, stems, grips, saddles. Their range is creatively designed and tested to and beyond the limits, sometimes for years, before seeing the light of day. It's testament to their dedication and personality as people, as a brand that they attract some of the best athletes and have some of the most loyal customers in the mountain bike world.
There's something warming about hearing back directly from the owner of a business like Deity when asking questions or even just talking about the brand. So many companies will have marketing departments or budget heads of this and that, built in layers that filter human contact away, or at least contact with people that are invested in what they are doing. Eric himself has been our go to with this partnership and you still hear stories from the companies beginnings, to today that he'll likely be the guy giving you a response to the rise on the new Brendog signature bar if you were to ask.
Eric Davies of Deity Components - Inside Line Podcast with Vital MTB
That's not to say Deity does not have people to these jobs or answer the questions. The point is they genuinely enjoying that human contact, something we at Atlas Ride Co can easily relate to being in the hospitality business. If you're not into people you're in the wrong game!
They've always stayed true to their philosophy of doing things right, looking after athletes, clients, their team and each other. The industry is small and word spreads fast wether you do things right or do them wrong. If you do things properly, for the right reasons, good people and good things will gravitate toward you.
Researching the products and the methods behind the brand reveals an astonishing dedication to testing and reliability. Every component will be put through countless test cycles (we're talking millions) to stress test them, they fail, back to the drawing board, make them better. Nothing is sent out unless it has passed not only industry standard, but increased Deity product tests and protocols. There wouldn't be a single part out there that hasn't been sent through the ringer by an employee or athlete before it hits the shelf. Cam Zink, Rampage legend and maybe the gnarliest guy riding a bike today has trusted the brand since it's inception in 2004. Athletes regularly contact Deity wanting to run their product, especially if they've had a deal and maybe their new team doesn't have them as a sponsor. That means something.
We run Deity grips, handlebars, stems and saddles on our staff and hire bikes and couldn't be happier to trust in the methods of this awesome company.
Deity will be kitting our Specialized Enduros, Levo SLs and Levos out with Copperhead stems, Speedtrap saddles and Knuckleduster grips bolted to Racepoint bars. They are going to look the bomb but also ride amazing. Solid, dependable and as fast as you'll be willing to take them!
We'll have a range of their other products on our own bikes so feel free to come ask any of us a question or have a good old look at what they are all about!
Check these parts getting run through the mill back in the UK from our good buddy Tom Caldwell's British Pie Series below!