Former Chain Reaction Cycles Executives Launch New Components Brand Featuring Affordable Dropper Posts, Brake Pads, and Spare Parts
Ascend Components may not be building bikes right now, but they are leveraging their experience from Wiggle CRC to offer affordable dropper posts and other bike parts. Over a year has passed since Wiggle Chain Reaction closed down, which meant I lost access to some of my favorite e-bikes and trail bikes, like the impressive Nukeproof Megawatt and the Scout Elite. Since their closure, I’ve wondered if brands like Nukeproof, Vitus, and Ragley would return with new designs and fresh models, rather than just a few older models available through other retailers, or rebranded versions like the Nukeproof Reactor being sold as the On-One Atomic.
However, it seems I’ve been looking for brands instead of focusing on the talented individuals behind them. I learned that two key figures from the original team that made Chain Reaction Cycles, along with Wiggle, Nukeproof, and Vitus, a massive success in the UK, are back. Michael Cowan and Matt Mountain, both from Belfast and Yorkshire, led the charge at CRC during its peak when the group achieved an impressive annual turnover of over £300 million.
You might not have heard of Ascend Components, but it’s a new startup founded by these two industry veterans. They’ve stated, “We’re back, and reconnecting with our passion for creating top-quality products that you can count on, all backed by the kind of service we’d expect ourselves.” Michael Cowan was the e-commerce director for CRC and headed House Brands at Wiggle CRC, while Matt was in charge of product management and branding, overseeing teams that managed brands like Nukeproof and Vitus. Together, they possess deep knowledge about sourcing bike parts from China and selling them effectively in the UK.
Ascend Components is focused on producing popular bike parts using their extensive industry knowledge. They are reviving successful products from the past by leveraging trusted suppliers they’ve worked with for over 20 years. As part of this effort, they have introduced a new top-of-the-line dropper post called the Flight SL, available with up to 200mm drop and a claimed weight of 469g for the 150mm version, priced at only £130. The most affordable option from Ascend is priced at £99.99, significantly lower than many leading brands’ products. Additionally, their dropper posts come with a hydraulic cartridge and interchangeable parts, making them long-lasting options.
Michael noted, “We feel there’s a market that we can fill with honest products that work, like the dropper, which isn’t from one of the heavily marketed brands.” Ascend also manufactures headsets and brake pads, with plans to expand their product range to include handlebars, stems, and wheels.
In addition to their own line of products, Ascend is providing spare parts for Nukeproof, Vitus, and Ragley bikes, including spare wheels and thru axles. As for future plans of creating complete bikes, Michael stated that it’s not in their immediate plans. They are enjoying their current approach of simplicity and are dedicated to growing steadily and cautiously. Keep an eye out for tests and reviews on their new dropper posts coming soon.
