A fire at Atherton Bikes’ factory in Machynlleth has left the company’s family founders “devastated”.
No one was injured in the blaze, which was first reported at 8am yesterday morning at Treowain Business Park.
Mid and West Wales Fire and Rescue Service told the BBC the fire began in the manufacturing area of the two-storey building, but that firefighters had managed to salvage bikes and IT equipment. In a statement, founders Dan, Gee and Rachel Atherton and CEO Dan Brown said they “are still working to assess the full extent of the damage”.
“We recognise that this news will be particularly concerning for customers with bikes on order. We anticipate disruption to production and deliveries, but at this stage it’s too early to understand the full impact. As soon as we have more information, we will update affected customers directly and share further details with the wider community.
“Please keep our staff and the wider Atherton Bikes team, who call this place home, in your thoughts. Thank you to everyone who has reached out with messages of support. It means a great deal to us all.”
Dan and Rachel subsequently posted a message a video on social media in front of a fire engine and the burnt structure of their factory.
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“Thanks for all your support, we’re heartbroken for the team and all the staff that call this place home.” Dan said.
Founded in 2019, Atherton Bikes moved into their Machynlleth factory in 2021, and in April released an enduro electric mountain bike that sold out its first 50 units in two hours. The brand have also become recognised for their design technique of using tubes that are bonded to lugs rather than welded together, enabling the company to offer a wider range of frame sizes and fine-tune the stiffness and compliance profiles of its frames on each bike, which is also made-to-order.

The Athertons are also among the most successful siblings in cycling. Between them Dan, Gee and Rachel have seven downhill world championship titles, two World Cups (with more than 50 UCI World Cup rounds) and nine national championships to their name.

> Mountain Bike Icons – the Gee Atherton story
The trio also maintain a popular YouTube channel with more than 140,000 subscribers, documenting their bike production and design processes, as well as their ultra endurance adventures around the world.
