It’s not been an easy few months for some players in the bike industry, but we’re seeing a few dip into liquidation or administration and come out the other side with a new lease of life. YT Industries is perhaps the highest profile brand to do exactly that, but beloved UK brand Deviate has seen its fair share of difficulties, and like YT, it’s now back in business after being bought by one of its original founders, and its online shop is open once again.

The latter months of 2025 were not easy for Deviate, as stock flow issues led to cash flow issues, with the brand entering liquidation. However, it didn’t take long until Ben Jones, one of the brand’s original founders, stepped in to buy back the business. Rather than a complete reset and a whole new look for the brand, the past few months have been more about nurturing stability by taking careful and considered steps to ensure that Deviate is around for years to come.

“The last period has been incredibly difficult for everyone connected to Deviate — our team, our partners, and especially the riders who believed in what we were building,” states Ben Jones.
2025 deviate kurgan riding.jpg
2025 deviate kurgan riding.jpg (Image Credit: Farrelly Atkinson)
“Reopening the store isn’t just about selling bikes again. It’s about supporting the riders already out there and rebuilding the brand properly so it has a genuine long-term future,” Jones continues.
Today, Deviate has reopened its global stores, offering frames, complete bikes, and the brand’s catalogue of spare parts. The Deviate team will be available for technical advice, and for now, the brand will only offer its existing products, so its regular carbon mountain bikes. That’s all while its supply and service capacity is being re-established.
Unfortunately, this does mean that the Kurgan, Deviate’s first-ever e-MTB and its most recent release, will be put on hold. In its press release, the brand has stated that ‘rebuilding strong operational foundations’ is its key short-term goal.
As for warranties, they’ll be available again. Lifetime warranties will be available to the original owner across all of Deviate’s carbon frames (all of its bikes), and it’ll cover manufacturing defects in materials and workmanship.

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