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Bikebiz catches up with Rory Hitchens at Upgrade about what to expect from label in MY13

DMR talks new products, people and a renewed focus on pump tracks

DMR is rumoured to have some very fresh goods to launch at Eurobike – can you let us in on what these are?
Yep, lots going on and DMR is going to have a bumper crop for dealers to get stuck into for 2013.
We’ll not release product names and details just yet, but the new DMR web site will be up before Eurobike. All the new stuff will be on show there, then in the UK at Cycle NEC toward the end of September.
Key new lines include an entry level pump track bike, making DMR more accessible to a wider audience. There’s a new mid-price point dirt jump frame to sit below the world renowned 898 frame. Further to that, we’ve a revised Bolt frame, designed for bigger riders landing soon. To top it all off, there’s a host of accessory revisions.

Tell us about your increased participation and sponsorship in pump track events:
We love pump tracks. They are springing up all over the place and often have council backing or funding.
Pump tracks are a great way to increase skill and have a bunch of fun with mates. We want to promote that and raise attention via the race series.
Last year was the first DMR Pump Track Challenge series promoted by Chris Roberts and Naked Racing. That series is to run at both the Cycle Show in September and the London Bike Show in January will have indoor events on the Shoretrax wooden pump track.
With a new bike launch in this category, DMR is putting it’s bit into the sport as always.

Is the Vault pedal standing up to the legendary v8/v12 pedal in popularity?
Vault’s success has been runaway since the start, it’s winning awards all over, including Dirt 100 inclusion. The v8 and v12 are both still big sellers, as Vaults are expensive by comparison and in the case of dirt jumpers like Sam Reynolds, the small platform of the v12 is far better suited.
Among many famous riders on Vaults are Richard Cunynghame in the Gravity Enduro scene and in downhill, Brendan Fairclough and our own Bernard Kerr.

You’ve a new employee on DMR – tell us about him:
Olly Wilkins has been a member of the DMR Dirt Jump team for nine years now – that’s a lot of scuffed knees. But Olly is also a talented graphic designer and has a very good head for what is needed on the bikes he rides.
Upgrade is growing at a rate of knots and the DMR brand needed more man hours, so we have welcomed Olly as a full time employee. However, we are not stopping Olly doing what he does best, riding a bike with his recognisable extreme style – this is part of his job, we love the videos and social media he creates too.
In the first few weeks at Upgrade he rode a “wall of death”, was commissioned by Vital MTB for a video, has helped on the creation on new product lines and is closely involved with the new DMR web site, due to launch at just before Eurobike.

Olly aside, who else will be representing the brand this year?
We headline with our dirt jump team riders: Ray Samson, Jimmy Pratt and Clinton Johns. These riders all feature heavily in our ad campaigns this year.

What feedback are dirt riders giving you at present? What’s trending?
Slacker, wider, lighter, stronger, grippier.

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