In 2005, the Fezzari brand was born as the brainchild of founder, Chris Washburn. His business and automotive experience provided foundations to what would become one of today’s most popular consumer-direct bike brands. With a full lineup of mountain bikes, road bikes, gravel bikes and eBikes, Fezzari is rounding out their brand and market strategy by changing something more foundational than switching to the Horst Link suspension — their name. Fezzari is now embarking on a logistical adventure to rebrand as Ari Bicycles.
The VIP launch event brought 300+ local customers and their families to their headquarters just down the street here in Lindon, Utah. With a showroom full of music, lights and mysterious bikes draped in black, the company outlined their vision for the next 20 years and the brand ethos to “Live in the moment.” Fezzari fans worldwide will be grateful to know that the company will remain the same, rider-focused company as always with the same ownership and dedicated teams to deliver on their “Love it or Return it” guarantee.
I was able to chat with both Tyler Cloward (Director of Product) and Joey Foresta (Product Marketing Manager) at Ari Bicycles and take a few photos of the updated bikes. They re-introduced the Nebo Peak as a lightweight eMTB with 150/140mm of travel and teased an all-new eRoad bike called the Bonneville (available later this year). Other notable forthcoming models will include an ultralight climbing bike called the Suncrest with 35mm tire clearance (Ari Suncrest review) and weights to rival the Specialized Aethos. (After loving the Ari Veyo SL, I’m anxious to test that one out.) Look for more products coming soon and the all-new Ari-branded models are available right now on their new web site.
