Exploring Ari Bikes HQ Utah -Behind The Brand, Behind the Scenes

#loamwolf #aribikes
A little over a year ago, we traveled to Lindon, Utah, to visit Fezzari Bicycle company and learn more about what goes on behind the scenes. In the time since then, the brand has undergone a pretty major change on the surface: the brand formerly known as Fezzari is now simply, Ari. As a brand/business owner, it can’t be an easy decision to change a logo that has gotten your brand to where it is, let alone change an entire brand name and all the things that go with it.
We wanted to head back to Utah and visit the crew at ‪@aribikes‬ to see if anything besides the name and logo had changed. We were pleased to see many familiar faces and the same family-focused energy was there, to offer consumers the best service possible while also delivering products that will put smiles on faces.
Come along as we head Behind the Brand with Ari Bicycles, and see what this change was about. And of course, what it means for brands; customers new and old, and how the decision has affected everyone from employees to the founder and CEO himself.
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[@JakeSorensen-gl4hw]

Awesome video! I have loved all the Fezzari bikes I’ve owned and am super excited for my next Ari bike! Great bikes and people!

[@TheAngryHusky]

That Nebo Peak is a gorgeous bike. I must say.

[@JasonFoxLCB]

Sweet. At

[@MikeesTexas]

Lookin' good guys... i'm really appreciating the colorways of some of the latests offerings and how frequently new colorways drop!!!!

[@Jimbocalypse]

Yay!

[@robbwilliams7885]

Love that mountain setting!

[@jeffjacksonmtb]

I'm pretty tapped in to Ari for a non-employee, but this video had some exciting surprises for me (

[@JustJake77]

I've said this on other videos, news, content about Ari... They have been on the rader for a while. Long before the rebranding and some new sponsored riders coming on board that im already big fans of (shout out to Syd and Macky)... I like the ethos they are trying to create within mountain biking. Buying a bike should have soul and plenty of communication, so the rider leaves happy and not just a business transaction... When it's time for a new steed, I will definitely taking a hard look at Ari.

[@tylerkuske7344]

Man, oh man, this is a longshot, but I walk 4 miles to work and back. Can you help me out?

[@nascarisawesome5018]

Man that Fezzari name was unique though. Cool to see the brand renew itself, but sad to see that iconic name go.

[@mikegeddie2263]

I want that superior peak.

[@joehoeper3941]

Still weird, though.