“Our stuff isn’t flashy, but it’s beautiful the way all useful things are beautiful.” It’s clear from even a fleeting visit to Surly bikes website that they are not an ordinary bicycle company. The typical description of bikes and standard cycling jargon that adorns most bike websites is notably absent. Instead the unique website instantly grabs your attention with puzzling and vague statements which may at first seem like nonsense when really it’s a clever and provocative selling strategy that completely separates them from the herd. For example after clicking onto the website today I’m presented with a banner that reads; Big Fat Dummy. Beneath this is the bizarre and ominous statement: ‘There is no new black’ and a staff member called ‘Sweet Beef’ apparently added this latest blog post. Okay.
It turns out that the Big Fat Dummy is a new type of bike. The original Big Dummy is part of Surly’s Haulin’ range, they are bikes designed for people who need to transport objects such as couriers or commuters. The Big Fat Dummy from todays banner is actually a new model of Haulin’ bike which contains all the features of the original Big Dummy but now comes with the added benefits of being a ‘fat bike’. This (sometimes called fat bike or fat-tire bike) is an off-road bike with oversized tires, typically 3.8 inches or larger and rims 2.6 inches or wider, designed for low ground pressure to allow riding on soft unstable terrain, such as snow, sand, bogs and mud. This combination of ideas not only shows Surly’s creativity when it comes to website design but their unique approach to bike design.
The Big Fat Dummy has clearly been made with a certain type of cyclist in mind. It’s clear that Surly has designed this new hybrid model for customers that simply were not being catered for by other run of the mill cycling companies. A fat bike that is specifically designed for hauling large items across difficult terrain is not the sort of bike you see in most shops, although you can imagine that this new design is an absolute Godsend for those who need it. After a quick search of other cycling websites, there doesn’t seem to be anything else like this on the market.
Such creativity on the part of Surly shows not only have they have identified a gap in the market (demonstrating their astute understanding of the business that they’re in) but their eagerness to please and cater for a wide array of customers who their competitors may have neglected. This customer focus is evident throughout their range, as is the support offered on their website. Where it appears to be cheeky and a little bit edgy in places (some of their slogans really are not safe for work!) their website has so much helpful information behind it, the attention to detail and customer support really does need to be applauded.
Surly started building and selling bikes in 1998 with an emphasis on crafting single speed bikes specially designed with one single gear for all purposes. This novel idea caught on and fast forward to 2017 the small Minnesotan company now ships its bikes all over the world including the UK. Cycling has seen a boom in recent years and Surly have indeed been part of that. Their unique designs are in demand by cycling enthusiasts from all walks of life, from commuters, tourists all the way to professional cyclists and racers. Surly were also party responsible for helping to set up the Single Speed World Championship, a cycling tournament with an emphasis on single geared bikes.
Interestingly Surly sells more designs of frames than fully finished bikes. This lets the customer decide how to build and tailor the finished product to their tastes. The versatile Cross Check can be used as a touring bike, but with a few adjustments it also can be easily transformed into a mountain bike with fat tires for difficult terrain, or modified to be used as a simple commuting bike. This flexibility is essential for those who may be on a budget and may need an all purpose bike that can get them to work and back during the week, but then be taken through it’s paces at the weekend zooming through rough, wet, muddy and bumpy trails.
Surly have a range of bikes available in the UK that can be ordered off their website or bought at select retailers across the country. Their website had a handy ‘where to buy’ feature which will show you where the closest retailer is using your postcode. Since London hosted the Olympics in 2012 cycling has been more popular in Britain then ever before. Famous cyclists like British Olympic Gold Medalist Bradley Wiggins have transformed it into a passion shared by millions of people. Cycling has recently morphed into something much more than just a form of transport for some and a hobby for others. It has now changed into a lifestyle that encompasses both of these things and so much more. Cycling feels more like a legitimate alternative to driving, and millions are appreciating the benefits it brings. The uniqueness and attention to detail offered by Surly is bound to appeal to many cycling enthusiasts across the country.
These are just a few examples of the vast array of bikes that can be purchased from a supplier who stocks Surly bikes or their website itself. The selection is too extensive to list in just one article. With nearly 20 years of experience in creating bikes Surly seem to have perfected their craft. Their ability to create such an overwhelming range of different bikes means they really have thought of everything and make their bikes with the needs of their customers in mind. Their well earned reputation for building affordable, quality and reliable bikes has put them at the top of their game and helped establish Surly as a market leader and a top choice for cycling enthusiasts all over the world.