Fezzari Bikes has long been a favorite with mountain bikers looking to maximize their bang for the buck. The quirky name of this consumer-direct brand has turned some riders off, as evidenced by countless threads in our forums over the years. Today, the Utah-based company announces a rebranding, ditching Fezzari for the abbreviated "Ari" (pronounced "Ahh-ree.”) According to the company, the name change is a reflection of the company's global vision and goal "to create exceptional experiences" one rider at a time.
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"Ari is and will continue to be built upon the DNA of Fezzari, and you will continue to see it in every detail down to the name," said Chris Washburn, CEO and founder of the newly named Ari Bicycles. "Our business model centers on providing custom-fit bikes, top-tier quality, and savings to every rider through our direct-to-consumer approach, and we will continue that under the name Ari."
What's in a name?
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I caught up with Ari's product marketing manager, Joey Foresta, for more insight into the name change. He explained how long it has been in the pipeline, the motivation behind it, and when the new branding will trickle down to all the company's current models.
Question: Changing a name and rebranding a company isn't a decision taken lightly. How long ago did this process begin, and what were the goals in transitioning from Fezzari to Ari?
Answer: Refreshing a brand is definitely a big undertaking. This has been something we've discussed for years, and have actively worked on for more than a year. We're in a great position as a company and have been fortunate to grow so rapidly. As we took a step back and evaluated where we are and all that we've done, we also looked at where we want to be in the next 10-20 years.
A core aspect of this brand evolution is that we didn't want to leave our core or our history behind. It's exactly that: a brand evolution and simplification. There is nothing in our history we aren't proud of as a company. We wanted to make sure it felt familiar and true to who we are but also consistent with where we are going.
At a high-level, our mission is to create exceptional experiences, one rider at a time. We do that through our business model: Custom. Quality. Direct. Custom fit bikes, best guarantee and award winning technologies, and direct-to-consumer sales to pass on the savings to riders.
We believe there is no better time than the present moment. Our core ethos is to 'Be in the Moment.' We learn from the past, plan for the future, but ultimately, 'now' is all that we have. We see biking as one of the best ways to 'Be in the Moment.' It provides a chance to escape the world, get into a flow state, and focus on the present moment.
Dropping 'Fezz' from Fezzari and evolving into Ari seamlessly aligns with our core ethos of "Be in the Moment" because the name Ari means 'to exist or to be."
Question: Did the company feel it faced challenges or limitations with the current name?
Answer: The name 'Fezzari' has done well for us for many years. As we plan for further domestic and international growth, we want to make sure our brand and message is crystal clear and articulates who we are and what we do. Simplifying from Fezz-Ari to 'Ari' allows us to tell that story better and aligns the products and experiences we're delivering seamlessly with the brand.
The name also carries positive meanings globally and is easy to pronounce in virtually any language.
Question: How long will it take for the new Ari branding to trickle down to every bike in the company's current line-up? (I.e., if a customer purchases a bike on the day of launch, or a few weeks after, what logo will it have?)
Answer: The transition from 'Fezzari' to 'Ari' will be an ongoing process after the official launch date, but things will move pretty quickly. Most current bike models will be available in 'Ari' branding between March to June, with the addition of new models that we will be launching throughout the year.
Each ETA is listed at checkout under each model/build spec to give an idea on the particular bike a customer is interested in. While most 'Fezzari' branded models are low inventory, those that remain are still available for customers who want a bike quicker and with additional savings.
More to come...
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Among the fleet of new bikes coming down the pipeline this year, Ari also announced a redesigned Nebo Peak. This new lightweight all Mountain/trail ebike features a carbon frame with 140mm rear / 150mm front suspension. Like many of the lastest lightweight ebikes, the Nebo Peak is powered by the quiet and efficient Fazua motor system with a 430Wh battery integrated into its frame.
Want to learn more about the new Nebo Peak?
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Our e-bike tester, Francis Cebedo, has already put the Nebo Peak through it paces. Follow this link to learn more: https://www.mtbr.com/threads/ari-nebo-peak-mid-powered-emtb-review.1229103/
Question: Changing a name and rebranding a company isn't a decision taken lightly. How long ago did this process begin, and what were the goals in transitioning from Fezzari to Ari?
Answer: Refreshing a brand is definitely a big undertaking. This has been something we've discussed for years, and have actively worked on for more than a year. We're in a great position as a company and have been fortunate to grow so rapidly. As we took a step back and evaluated where we are and all that we've done, we also looked at where we want to be in the next 10-20 years.
A core aspect of this brand evolution is that we didn't want to leave our core or our history behind. It's exactly that: a brand evolution and simplification. There is nothing in our history we aren't proud of as a company. We wanted to make sure it felt familiar and true to who we are but also consistent with where we are going.
At a high-level, our mission is to create exceptional experiences, one rider at a time. We do that through our business model: Custom. Quality. Direct. Custom fit bikes, best guarantee and award winning technologies, and direct-to-consumer sales to pass on the savings to riders.
We believe there is no better time than the present moment. Our core ethos is to 'Be in the Moment.' We learn from the past, plan for the future, but ultimately, 'now' is all that we have. We see biking as one of the best ways to 'Be in the Moment.' It provides a chance to escape the world, get into a flow state, and focus on the present moment.
Dropping 'Fezz' from Fezzari and evolving into Ari seamlessly aligns with our core ethos of "Be in the Moment" because the name Ari means 'to exist or to be."
Question: Did the company feel it faced challenges or limitations with the current name?
Answer: The name 'Fezzari' has done well for us for many years. As we plan for further domestic and international growth, we want to make sure our brand and message is crystal clear and articulates who we are and what we do. Simplifying from Fezz-Ari to 'Ari' allows us to tell that story better and aligns the products and experiences we're delivering seamlessly with the brand.
The name also carries positive meanings globally and is easy to pronounce in virtually any language.
Question: How long will it take for the new Ari branding to trickle down to every bike in the company's current line-up? (I.e., if a customer purchases a bike on the day of launch, or a few weeks after, what logo will it have?)
Answer: The transition from 'Fezzari' to 'Ari' will be an ongoing process after the official launch date, but things will move pretty quickly. Most current bike models will be available in 'Ari' branding between March to June, with the addition of new models that we will be launching throughout the year.
Each ETA is listed at checkout under each model/build spec to give an idea on the particular bike a customer is interested in. While most 'Fezzari' branded models are low inventory, those that remain are still available for customers who want a bike quicker and with additional savings.
More to come...
Want to learn more about the new Nebo Peak?
