Screw It Just DO It with Alex Chisnall How The Athertons Turned Racing Success Into A High Performance Bike Company
The Atherton siblings built their careers on speed, resilience and control. What makes this bite sized episode powerful is how they used the same mindset to build a business. They went from dominating downhill racing to founding Atherton Bikes and taking ownership of their future rather than relying on sponsors or external decisions.
In this segment they walk through the moment they committed to designing their own downhill bike. They teamed up with suspension engineer Dave Weigel and created more than one hundred prototypes to refine the fastest bike they could produce. They adopted 3D printed technology used in F1 and aerospace, built accuracy into every component and set standards that many brands avoid because they take too long.
Their story highlights the discipline needed to shift from athlete thinking to business thinking. They learned to take calculated risks, build a team, trust specialists and stay patient through the early phases where nothing feels stable. Their approach shows founders what strong execution looks like. No shortcuts. No shortcuts. Just clarity, consistency and a willingness to build from the ground up.
This is a valuable lesson for anyone at the early stage of a product idea. The Athertons show that excellence in performance transfers to excellence in business when you keep your standards high and your process simple.
Key Takeaways:
Calculated risks shape growth when backed by skill and preparation
Prototyping reveals weaknesses quickly and strengthens final output
A strong team accelerates progress and keeps standards high
Innovation grows when you learn from other industries
Racing discipline translates well into business discipline
Ownership creates independence and long term stability
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