Boardman bikes – the brand founded on the reputation of Olympic champion Chris Boardman and acquired by Halfords last year – have overhauled their identity.
As well as a growing Elite range, Boardman have extended their remit to wheels and apparel and have plans to build a unique Performance Centre with their own wind tunnel.
Riders will be able to create their own custom paint jobs – choosing from a grand total of 5,202 possible variations and the brand hope they’ll be able to offer more detailed information and insight via their new and improved website which went live today.
Four models are available in a women’s specific design – the aero road bike ‘AIR’, time trial bike ‘ATT’ , ‘Super Light Road’ Endurance and ‘Super Light Road Endurance’ Disc.
On the unisex side, the brand hope to be the first to offer SRAM’s eTap wireless gearing on their AIR 9.9, retailing at £6499.99.
They’ve also delved into the world of Titanium – quite possibly the most intelligent winter bike material, with its light weight qualities that rival alloy and the stiffness to equal steal.
The SLR Endurance Titanium drew huge interest among the press and features a stunning graded point job plus disc brakes.
There are two options – the 9.2 with Ultegra groupset for £3499.99 and the 9.4 with Di2 and deep rim carbon clinchers for £4999.99.
As well as bikes, Boardman are moving into wheels and even clothing and accessories. They say creating their own wheels allows them to offer lighter, more aero sets, with better quality hubs for the same price.
The wheels, including carbon wheelsets, will be available on built bikes, and to purchase directly.