A check of mountain bike brand Privateer’s website this week shows extremely limited stock remaining, and a rumor is circulating among Privateer owners online that the brand is looking to wind down its business. James Stokoe, MTB Brand Manager for Privateer’s parent company, The Rider Firm, tells Singletracks the brand remains operational.
We “are 100% committed to supporting Privateer riders with any spares or help they may need,” he wrote over email. When asked if their online mountain bike inventory would be restocked, he told Singletracks, “We don’t currently have a restock date, but still have some framesets stock in both the Boulder and UK warehouses.”
The UK-based bike brand released its first mountain bike in 2020 and is known for its durable, aluminum frames at approachable price points. Over the years, Privateer bikes have received positive reviews from riders and Singletracks product testers alike.
Big discounts on what’s left
Privateer announced major discounts on frames and complete bikes in March of last year, and that sale is still ongoing. The US website currently shows only Privateer 141 trail bike framesets (priced at $1,489, down from $2,389) and complete DJ101 bikes (27% off) in stock. The Privateer 161 enduro bike and E161 eMTB are no longer listed for sale.
Though inventory is limited, the website is accepting orders with next-day delivery promises in the UK and 2-7 days for international orders. The Privateer website says riders can return any undamaged frame within 60 days for a full refund, and frames come with a 5-year warranty against manufacturing defects.
Privateer released its current, second-generation bikes in February of 2024. “The Gen.2 platform was always designed as a multi-year frame platform, with future-proof geometry and adjustability to keep up with riders’ seasons into the future,” said Stokoe.
Financial losses following an investment in 2022
In 2022, Privateer parent company ITS Cycling Limited, doing business as The Rider Firm, received a seven-figure investment from Santander Bank. UK Companies House filings for ITS Cycling show the company reported an operating loss of more than £500,000 in 2023, and another, narrower £280,114 loss in the period that ended September 2024. The company’s financial report for the period that ended September 2025 is not expected to be public until mid-2026.
In addition to Privateer, The Rider Firm also owns Hunt Wheels and Cairn Cycles, among other cycling-focused brands.
Records show that between 2023 and 2024, the company’s debt due within the next twelve months increased to £860,084 while “cash at bank and in hand” decreased significantly. Reported inventory levels increased slightly during this time.
The bike industry continues to face challenges
Multiple bike brands have faced financial challenges over the past several years, the result of supply and demand mismatches brought on by the Coronavirus pandemic. Initially, demand for bikes far outstripped supply, and many brands increased future orders to meet projected demand. However, the increased interest in bikes proved to be short-lived and fell far short of projections, leaving companies with massive inventories and few buyers.
In 2025, popular mountain bike brands YT and Revel faced insolvency and were ultimately re-purchased by their original founders. Alchemy, a Colorado-based bike company, put its brand assets up for sale, though it does not appear the brand has found a buyer. In 2024, big bike brands including Kona, GT, and Rocky Mountain faced their own financial difficulties.
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