ALL-ROUND-APPEAL?

Boardman's updated SLR range promises versatility without compromising speed, delivering premium performance at a price that makes sense for amateur triathletes.

- JAMES WITTS

Let's see if reality matches the rhetoric... 'Four Seasons Fast.' Chapeau to Boardman's marketing team whose tagline for the updated range of SLR bikes nicely summarises its intentions of marrying versatility with speed. But is the top-notch publicity team matched by the performance of the top-of-the-range SLR 9, or is it a jack of all trades, master of none?

We'll find out soon enough. What's clear is that Boardman's continued the theme that's carried them successfully through 18 years since launching their first bikes in July 2007 - namely, value for money. The C10 carbon frame is dressed in premium components that are seen on bikes twice the £5,500 price tag. SRAM's Red AXS E1 12-speed groupset retails for around £3,000. Zipp's 404 Firecrest carbon tubeless is around £1,400. Throw in the combined value of the saddle, seatpost, bars, tyres and other accoutrements and you're basically bagging a premium carbon frame for several hundred pounds.

How do Boardman consistently achieve this monetary witchcraft?

It's something we put to the company's brand communications manager, James Ryan. "As Halfords owns Boardman, it means we are, in essence, a business-to-customer brand, selling directly to customers through Halfords' brick-and-mortar proposition, as well as directly online via halfords.com and Tredz.com (Tredz is also owned by Halfords). This means we don't factor a third-party retailer's margin.

"Combine this with the buying power Halfords has as a cycling manufacturer for their other cycling brands, and we have significant weight with suppliers to ensure the best possible price. All of which we pass on to the customer."