What’s the major impediment to buying a direct-sales brand? You can’t sit on it, ride it, or worse, you can’t just drop it back to the shop if something goes wrong. YT Industries may well have just brushed all these problems aside, with the opening of its first ever UK premises, offering demo rides and warranty... and surprisingly good coffee.
Called the YT Mill and smack-bang in the heart of the Surrey Hills, you can now book in a demo ride on any size and any bike in the range, or drop in a bike for service and warranty problems. It’s much more than a demo centre though, explains James Lawrence from YT. “It’s like walking into the website,” he says. “Go to the Izzo page online and there’s smoke drifting up – we’ve got the same thing at the Mill.”
We reckon this makes it the first physical website then. There’s a serious point to the fun, smoke and mirrors, it means people can experience the range physically without just relying on the internet. It’s also a place for e-bike warranty, something bricks and mortar stores have been so important for as the new technologies get tested (sometimes to destruction).
“It takes at least two weeks turnaround for something to go back to Germany,” James says. “Now all of it can be done in the UK; we’ll have a solution.”
This is a huge step for YT, it gains exposure and improves its entire customer experience, while also increasing its costs too. The biggest benefit is to us riders though, we’ve now got the best of both worlds – the direct-sales discount coupled with the convenience of physical shopping.
Continue reading your story on the app
Continue reading your story in the magazine
5 ROUTES FOR NEW RIDERS
Exhilarating enough for newbies, still fun for experienced riders
VITUS ESCARPE CRX
With a carbon frame and revised geometry, can the new Escarpe eclipse its illustrious forbears?
PAUL BASAGOITIA: AFTER THE RAMPAGE
“I was the kid that turned up to Crankworx without a sponsor on a borrowed bike and won, all that’s disappeared and now I’m known for one big mistake in my life; it’s crazy and it sucks”
BROKEN RECORD SKILLS
What are the most frequently asked questions on a skills day? We asked Dirt School’s Andy Barlow
MY BEST TRIAL
Mtb’s movers and shakers select their favourite places to ride
ATHERTONS GO BIG
The Atherton’s bike brand is set to go global, thanks to a big funding boost
Right on cue, Yorkshire-based Stif has a new steel hardtail to see you through winter
5 GREAT PLACES TO RIDE IN 2021
The best new trails, biggest pump tracks and freshest rebuilds for the year
Pyga is shunning Far East manufacturing and offering high-end alloy frames welded on home turf in South Africa
VITUS NUCLEUS 27 VR
The name’s been recycled but there’s nothing warmed-up about this bargain trail hardtail
DECADE OF iPAD: HOW THE TABLET CHANGED THE WORLD
In 2010, Apple CEO Steve Jobs took to the stage to announce a device that would revolutionize the way we read, watch, learn, and work. Ten years on, the iPad remains one of Apple’s most iconic products, ushering in a personal computing experience that continues to evolve at speed.
HELEN FRETTER ON KARMA
UNSTOPPABLE with Tracy Tutor
As our long time readers know, a number of our cover photoshoots have taken place in phenomenal luxury residences here in NYC as well as other locales around the country. So it's no surprise that we love reality shows that focus on luxury real estate. The OG of these programs includes BRAVO's Million Dollar Listing. Both NY and LA focuses not only on the housing market in those cities, but also follows the brokers to understand what their lives and interactions are like as they are closing multi million dollar deals.
“I saw a butterfly,” my mother said with a shy smile. It was the first time I’d seen her smile since my father’s death the week before. After a seven-year period of steadily declining health, he’d passed away in his bed at home, surrounded by his wife and three daughters. It was a peaceful end to his suffering, but saying goodbye was still difficult. We all missed him terribly. Especially Mami.
WINTER OF DISCONTENT
The hot stove could quickly turn to deep freeze
HALLE'S NEW LAD WAS A CAD!
Cheating past could catch up to singer Van Hunt
Two engines, four-wheel drive: Citroen's 4x4 is unique … just check the trunk
Automakers have devised quite a few ways to get power to all four (or sometimes more) wheels underneath off-road vehicles, but only a very select few have accomplished that task with two engines.
HUMANS AND EARTH ARE OFTEN AT ODDS, BUT WHEN DISASTER STRIKES, THEY CAN COMBINE THEIR POWERS TO BRING NEW LIFE TO LANDSCAPES.
4 WAYS TO IMPROVE YOUR DOJO AND YOUR LIFE
These four ways to improve your dojo and your life are all about attitude. As such, they will elevate the mood in your school and make learning more enjoyable. First up: Make "yes" your favourite word.
Mill Brass & Aluminum with a CNC Router
Add a new dimension to your woodworking skills.