F-At Digital
F-At Hero new

Independent media for independent minds


Welcome to the F-At Digital website the place to meet the team and find out about the sites we produce: road.cc; off.road.cc; and ebiketips.road.cc.

First though a bit of F-At Digital history…

Our story starts in 2008 when Farrelly Atkinson (F-At) Ltd was started by Dave Atkinson and Tony Farrelly as part of the launch strategy for road.cc – the website for pedal powered people. At first there were three, Tony, Dave, and Oli – the Original Three, soon joined by Elaine Curtin our head of commercial cos it’s all very well being super creative but you’ve got to make money too. Since then the F-At team has grown to over 30 people – and we take pride in the fact that while many join (well, 27 so far) few ever leave. Our HQ is in Bath, but our team is spread right across the country – we embraced remote working right from the start, seemed like the obvious thing to do for a digital media company.

So that’s the F-At backstory read on for the full skinny on what we’re about now…

Mat Brett riding a Canyon
Editorial team
The Team

At F-At we believe that to do the best job you can you need the best people on your team then you need to empower them to deliver to their maximum potential. People like like Mat Brett, John Stevenson, Patrick Joscelyne and Elaine Curtin were cycling media legends before they joined us. We’re proud that so many highly respected writers and sales people are part of our team. We’re proud too of all the young talent we have helped power our success. road.cc editor, Jack Sexty; off.road.cc editor, Jessica Strange; tech editors, Liam Cahill and Anna-Marie Hughes are just some of the many highly talented team of journalists, designers and videographers producing trusted, authoritative and compelling news, reviews, videos and more across all our websites every day.

If you want to make the best websites get the best people.

Freewheeling Independence

road.cc is produced by an independent publishing  team fuelled by a true passion for cycling, We’re not a cog in a large media organisation with layers of management, investors, and shareholders to answer to. We answer to our users.  When it comes to our commercial partners our commitment is to deliver on editorial excellence, user satisfaction and maximum value for your investment.

We firmly believe that our independent approach and distinctive voice creates a unique relationship with our readers, one from which all our commercial partners benefit.

Headline traffic statistics
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1.8 million

Monthly average
Source: Google Analytics Dec 2020 - Dec 2021

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5.4 million
Page Views

Monthly average
Source: Google Analytics Dec 2020 - Dec 2021


road.cc has been a trusted source of news, reviews, comment and advice for cyclists everywhere since 2008. In that time its writers have won numerous awards and its winning combination of honest, authoritative buying advice and original news and comment regularly attracts an audience of over two million unique users a month. road.cc’s mission it to cater for every type of cyclist that rides on the road. No matter what their budget or level of riding experience commuters, sportivists, racers, tourers and every other sort of two wheeled pedalling adventurer has a home here . If you want to keep up to date and informed on all things cycling then road.cc is the site for you.

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When tyres leave tarmac off.road takes over… mountain bikes and gravel & adventure bikes (and increasingly the electric versions of both) are off.road.cc’s speciality plus of course all the kit and clothing to go with all forms of gravel, grit and gravity riding. Whatever your budget off.road’s mission is to help you find the best bike, equipment and accessories to power your next off-road adventure whether it’s your first, or your hundred and first – the great outdoors is always just a click away with off.road.cc.


E-bike use has boomed in the last few years and ebiketips has been there providing independent and authoritative advice to help buyers research their purchase and make informed buying decisions in this rapidly changing world of batteries, motors and bike types.

Reviews, buying advice and the latest ebike product and consumer news are what ebiketips is all about. ebiketips has enjoyed rapid organic growth since its launch and has entered an exciting new phase with the appointment of a new editor and a beefed up writing team on a mission to bring you the best micro-mobility buying advice on the web.

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The site that cuts to the chase with a daily selection of the best deals on bikes, kit, wheels, parts and accessories, and sometimes the odd non-cycling gadget too. No, news, reviews, or comment - just full F-At deals pure and simple. If you want to buy the latest kit but don’t want to pay full retail DealClincher is the place for you.


The bit of our business that isn’t made of pixels – it’s real people in the real world riding all sorts of bikes: road, mountain, gravel and ebikes, or doing other cycling related stuff at a live event (but you guessed that). One day soon we’ll all be out there again at BikeLive demo days, ride outs, shows and exhibitions we hope you will be there too!

BikeLive site comp