It all began in 1981 when a 13 year old Chris
Boardman turned up to a local 10 mile time trial in cut-off jeans and on
a recycled bike. This was the first race that started a meteoric rise
first through the Amateur and then Professional ranks culminating in
Olympic, World and Tour De France stage and Yellow Jersey victories.
this rise from humble beginnings to legendary status Chris not only
pushed his body to its limits but through his restless curiosity,
pursuit of perfection and cutting edge technology also the machines and
products he was using.
Nothing highlights this philosophy more
than the Hour Record. Before the very best of the current Professional
ranks attacked the hour record, resulting in Bradley Wiggins achieving
54.526Km, Chris Boardman pushed his body and machine beyond what was
considered possible and achieved an incredible 56.375km.
his career as a rider Chris applied his knowledge, experience and
philosophy to the new generation of Olympians through his role as
R&D director at British Cycling. This position led to Chris
overseeing the product used by the riders competing in the 2008 Olympics
and the record breaking 2012 games in London.
At roughly the same
time the idea was born to create a British bike brand with Chris and
his passion for performance at its heart. Over the next 3 years through a
process of design, development and investment, the concept became
reality. The first bikes were launched in July 2007 and success followed
quickly, not just in sales but also through the independent reviews and
out on the road with Nicole Cooke winning Gold at the 2008 Olympics.
forward and Boardman bikes is going from strength to strength. The
product range has increased in size, diversified and now competes at the
highest level but always stayed true to the original performance led
philosophy. Our supported athletes have continued to win on Boardman,
highlights being Gold and Bronze at the 2012 Olympics, 2012 Ironman
World Championships and multiple other world and national titles.
Boardman has also significantly increased it’s out-reach with the brand
now being available internationally and in its home market through
specialist independent retailers as well as Halfords.
Boardman move up a gear again with investment from the acquisition by
long term retail partner Halfords, allowing the team and brand to fulfil
its potential. 2016 will see a whole new product range spanning Elite
and Performance level bikes as well as a full range of parts accessories
and clothing. Crucially the brand has been treated to a full
deconstruct and rebuild to ensure that it meets with the future
expectations of the Boardman team, consumer and market. Along with the
new brand identity, product ranges and website – a new brand
headquarters, R&D facility and customer experience will follow.