We want to be the UK's number one buying advice resource for anyone that wants to ride their bike in dirt, whether that's gravel riding, enduro racing, disappearing into the wilderness on a bikepacking adventure or simply messing around at their local woods or trail centre.

Mountain biking and off-road riding in general is seeing a resurgence, as many new riders drawn in by the boom in road cycling try to escape busy and often dangerous roads and lapsed riders return to the sport. There is also an increasing interest in versatile drop-barred gravel and adventure bikes, while bikepacking and long distance events continue to capture imaginations. will be in an excellent position to capitalise on all of this thanks to an existing audience in the readership of, a high proportion (54%) of whom have told us they already own a mountain bike. While many other online outlets concentrate on the higher end of the market, at we're dedicated to providing in depth coverage of the more realistically priced end of the market, though we won't leave out dream machines and cutting edge tech.

Editorial Mix

The editorial team is headed up by Jon Woodhouse and will include some of the most highly respected riders, writers and testers in the industry, with a proven track record working on titles as diverse as, BikeRadar, MBR, MBUK, What Mountain Bike and more.

Our mission at is to provide high quality buying advice for anyone that wants to get their tyres dirty, with in-depth buyer's and how-to guides, best of lists and reviews that'll help anyone from the complete novice to the highly experienced make the right choice when it comes to the kit they use. That will be backed up with quality features that'll both entertain and also inspire our readers to get out there and have new adventures, ride new trails and try new things.

Independent Publisher

F-At (Farrelly Atkinson) Ltd is an independent publisher fuelled by enthusiasm and a true passion for cycling, not a global corporation with shareholders to satisfy. Our commitment to you is to over deliver on editorial excellence and customer satisfaction.

We firmly believe that our independent approach and distinctive voice creates a unique relationship with our readers, one from which our advertisers on our road cycling and e-bike sites currently benefit, as will off road advertisers from Spring 2017.

Commercial Opportunities

Display ads

  • On Site
    (from May '18)
  • Part of network
  • PMP

& Data Capture


  • Features (TBC)
  • MyCyclingAdventure
  • Video Roundup


  • Dealcatcher
  • Maintenance
  • Technique/How To
  • Training


  • Video
  • Demo Days


Advertising format Rate
All banner formats £8 cpm
Newsletter solus adverts £250
Weekend homepage takeovers £500
Data capture competition £500


We are now able to offer clients the option of re-targeting.

This works via a cookie that tracks visitors to the site, and what they look at. We can then target those visitors with your advertising when they visit other websites. It's possible to target readers of specific sections of each site, such as bike reviews or buyers guides, or to be even more specific: for instance, we can target people who have looked at articles that mention your brand name, or a competitor’s brand. We can also target specific geographical areas for you, and we can use demographic tools to target users who are similar to the users in your remarketing list.

Please contact Elaine, Pat or Simon to discuss how this extremely effective tool can work for you