Estimated read time: 3-4 minutes
Utah's stunning landscapes have long drawn outdoor enthusiasts, but the state is also a cyclist's paradise. Its breathtaking mountains and scenic roads attract cyclists from everywhere, earning the state consistent rankings in the top 10 of The League of American Bicyclists' v.
Amid this thriving culture, Ari Bikes, previously known as Fezzari Bikes, is revolutionizing the bicycle industry with its bold approach. Founded by Chris Washburn, Ari blends innovation with direct-to-consumer mountain bikes and road bikes to offer a better riding experience for everyone.
A personal touch in cycling
Ari debuted in 2005 with a mission to create exceptional experiences, one rider at a time. One way they do this is to make top-tier bikes accessible to all. Its direct-to-consumer model allows customers to save an average of 30-40% compared to other brands, while fostering a unique, ongoing relationship with each customer.
But Ari's commitment goes beyond affordability. Its 23-Point Custom Setup ensures each bike is meticulously tailored to the rider's individual needs, offering an unmatched cycling experience that feels like a perfectly fitted shoe.
Mastery of all roads and trails
Over the years, Ari has expanded its product line to cater to diverse cycling preferences and terrains. From rugged mountain bikes built for Utah's challenging trails to sleek road bikes crafted for urban adventures, each bicycle undergoes extensive design and testing to meet the highest standards of quality.
Ari uses advanced materials, such as CleanCast Carbon and high-tech aluminum alloys, ensuring that every frame is built to last. Plus, each Ari bike comes with a lifetime warranty, reflecting the brand's confidence in its products.
Embracing a philosophy of personal connection
Ari embraces the ethos, of "be in the moment," recognizing biking as more than a sport or transportation — it's a way to reconnect with oneself and the environment. In today's fast-paced world, Ari encourages riders to find joy and freedom in the present moment.
The brand actively supports local and international cycling events and sustainability initiatives, promoting biking as a healthy, eco-friendly lifestyle choice. Ari's commitment to sustainability is evident in its operations and manufacturing processes, which prioritize eco-friendly materials and practices.
A vision for the future
In March 2024, the strategic decision to shorten Fezzari to Ari not only modernized the brand but also symbolized its dedication to being in the moment. Looking ahead, Ari plans to introduce new technologies that enhance performance and safety, pushing the boundaries of cycling innovation.
Ari has won multiple Bike of the Year awards over the years and plans to continue that cutting edge development.
"Our business model centers on in-house design, custom-fit bikes, top-tier quality, and savings to every rider through our direct-to-consumer approach, and we will continue that under the name Ari," Washburn says.
For more on how Ari, a Utah-based startup, became a global leader in the biking industry, visit Ari's HQ in Lindon or online.
