.
.
.
#StifMountainBikes #MountainBiking #BikeCommunity #BikeLife #CyclingCommunity #BikeShop #BikeDeals #BikeAccessories #BikeComponents #BikeMaintenance #BikeSupport #BikeWarranty #BikeNews #BikeIndustry #BikeEnthusiast
Source link
Stif Mountain Bikes, a beloved name in the mountain biking community, has announced it will cease operations this September. The announcement was made via an emotional Instagram post from Sammy, the face of the brand, expressing gratitude for the journey and the community that supported it. The post reflected on the brand’s milestones, from its humble beginnings in Headingley to the challenges and triumphs of the COVID-19 pandemic, wild staff nights out, and the launch of its own bike line. Stif Mountain Bikes was more than just a business; it was a family built on trusted relationships, honest advice, and a passion for the sport.
The brand’s Bristol store marked a significant achievement, embodying the DIY, can-do spirit that defined Stif. However, the decision to close was made to consolidate resources, as stated by Dickon Hepworth, Managing Director of Pon Bike Performance UK, which oversees Stif’s operations. Stif’s closure is part of a broader strategic shift within the PON Holdings group, which owns Santa Cruz, Cannondale, GT, and Cervelo, among other major brands. PON Holdings is a global manufacturing giant with a diverse portfolio that includes automotive giants like Audi, Bentley, Volkswagen, and Porsche.
Stif’s legacy includes its popular steel hardtail, the Stif Squatch, and a reputation for partnering with brands they genuinely believed in and used themselves. The brand’s authenticity and commitment to the mountain biking community earned it a loyal customer base. As part of its farewell, Stif is offering clearance sales on its remaining stock, including bikes, components, and accessories, inviting the community to take part in a final celebration of its journey.
While the physical shops are closing, Stif’s commitment to its customers remains intact. Warranty support will continue through Jungle, a UK distributor for Santa Cruz, which will also retain Stif’s systems records and employ some of its staff. This ensures that the brand’s legacy of top-tier customer service and support will endure even after its doors close.
Sammy’s heartfelt message to the community underscored the emotional significance of the brand’s closure. Stif Mountain Bikes was not just a business but a family, and its impact on the mountain biking world will be remembered fondly. The outpouring of support from customers and staff alike highlights the deep connections Stif fostered over the years.
Hannah from Singletrack, a cycling-focused publication, reflected on the broader significance of bikes in her piece, emphasizing how they connect people, places, and communities. Bikes, she notes, deliver freedom, joy, and environmental benefits, creating friendly environments and improving fitness. Her passion for cycling mirrors the ethos of Stif Mountain Bikes, which sought to create more than just products but a shared experience for riders of all levels.
The closure of Stif Mountain Bikes marks the end of an era, but its influence on the mountain biking community will continue to resonate. As the brand bids farewell, it leaves behind a legacy of authenticity, passion, and a commitment to the sport and its riders. The cycling community will remember Stif not just for its bikes but for the relationships and experiences it cultivated over the years.
