A fire broke out at Atherton Bikes’ headquarters and factory in Machynlleth, Wales on Sunday morning, October 11. The company says nobody was injured, but production and bike deliveries are expected to be disrupted.
According to the BBC, crews were called to the Treowain business park at 8a local time, and about 30 firefighters responded. A plume of gray smoke was reportedly visible over the town, and residents were advised to keep their doors and windows closed.
Mid and West Wales Fire and Rescue Service told the BBC the fire started in the manufacturing area of the two-story building. Firefighters were able to salvage bikes and IT equipment from the site.
“We are devastated to confirm that there has been a fire at Atherton Bikes HQ and factory in Machynlleth this morning,” the company said in a statement posted to its website. “Most importantly, we can confirm that nobody was injured and everyone is safe. We are still working to understand the full extent of the damage and disruption.”
In a video shared on Instagram, Rachel Atherton thanked the fire service. “We’re absolutely devastated, but the situation is under control. The local fire brigade have been amazing, so massive thanks to them,” she said. “The most important thing is that no one was injured and everyone is safe.”
“Guys, this is heartbreaking news,” Gee Atherton added in the same video. “We’re heartbroken for the team and all the staff that call this place home.”
Officials from the fire service shared that they were alerted at 7:58a on Sunday morning and by 2:49p the final crews had left the scene. Fire personnel returned to the scene this morning to check for hot spots and found none.
What it means for customers
Atherton Bikes says it anticipates disruption to production and deliveries, but it’s too early to know the full impact. For now, official sources say estimated shipping dates for both new and existing bike orders should be treated as unconfirmed.
The company says it will contact affected customers directly once it has a clearer picture, and will continue posting updates on its website. “We’ll update all of the customers, all of you guys that are waiting for bikes over the next few days,” Gee said. “We’ll be in touch as soon as we can.”
The website statement was signed by Dan, Gee, and Rachel Atherton along with CEO Dan Brown.
About Atherton Bikes
Siblings Dan, Gee, and Rachel Atherton established Atherton Bikes in January 2019. The company grew out of the family’s long-running race team, which Dan Brown co-directed before taking over as CEO of the bike brand.
The Athertons made their names as pro downhill racers. Rachel is a five-time elite downhill world champion and Gee is a two-time world champion, while Dan raced downhill and four-cross at the World Cup level. Gee is also a Red Bull Rampage veteran, debuting at the freeride event in 2003 at age 18 and finishing second in both 2004 and 2010.
The brand’s bikes use suspension designs from Dave Weagle, and Dragons’ Den entrepreneur Piers Linney is involved on the business side. (Dragons’ Den is the UK’s version of Shark Tank.) In late 2020, the company opened a crowdfunding round that let fans invest in the business for as little as £10.
In December, 2025, the brand began a video series documenting the development of the first Atherton e-bike, the S.170E. The electric mountain bike went on sale earlier this year with builds priced starting at £6,999.
Updated with additional details and photos from Mid and West Wales Fire and Rescue Service.
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