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Ari Bicycles (formerly Fezzari Bicycles) is an American bicycle manufacturer headquartered in Lindon, Utah. Founded in 2005 by Chris Washburn, the company designs and sells bicycles directly to consumers. Its products include mountain bikes, electric mountain bikes, road bicycles, gravel bicycles and fat bikes. The company has operated primarily through a direct-to-consumer sales model, with bicycles ordered online and configured according to individual customers' measurements and component preferences.[1][2]
History
[edit]Founding and Fezzari
[edit]Ari was founded as Fezzari Bicycles in 2005 by Chris Washburn, an Orem, Utah native. Washburn had previously worked for EV Global Motors, an electric-bicycle company founded by Lee Iacocca, before starting his own bicycle company.[3]
Washburn initially built Fezzari frames in his garage and sold the company's first batch of bicycles through Costco. He subsequently attempted to establish the company through traditional bicycle shops but found that retailers were reluctant to carry a new bicycle brand. Fezzari instead developed a direct-to-consumer sales model and began selling bicycles through its website and showroom in Lindon.[2]
The Fezzari name was suggested by Washburn's son Jordan during a brainstorming session. The company initially produced three models and later expanded its product range.[2]
By 2008, Fezzari was selling bicycles to customers outside Utah and had established a showroom in Lindon. The company's early bicycles were named after Utah locations and included models such as the Widows Peak, Alta Peak XR, Cascade and Nebo Peak.[1]
By 2016, Fezzari offered 26 bicycle models and reported selling between 15 and 25 bicycles per day. More than 70 percent of its customers at the time purchased bicycles without visiting the company's showroom. Customers supplied measurements including height and weight when ordering, after which Fezzari employees contacted them to confirm the specifications before the bicycle was assembled and shipped.[2]
The company positioned its direct-sales model as a way to reduce the cost associated with the conventional manufacturer-to-distributor-to-retailer sales chain. The 2016 *Deseret News* reported that Fezzari's prices were generally 20 to 40 percent below comparable high-end bicycles, although pricing varied by model and specification.[2]
Product development
[edit]During the 2010s, Fezzari expanded from its original range of bicycles into increasingly specialized mountain-bike and road-bike categories. Independent cycling publications subsequently reviewed several of its models.
The Signal Peak was introduced in 2018 as a full-carbon cross-country mountain bike with 120 mm of rear suspension travel. A subsequent generation retained the model's cross-country orientation while offering both cross-country and trail-oriented configurations.[4]
Fezzari introduced the La Sal Peak in 2018 as a long-travel 29-inch enduro mountain bike. The original model had 150 mm of rear suspension travel and a 160 mm fork. Pinkbike reviewed the 2019 model and described it as a full-carbon enduro bicycle produced by the Utah-based consumer-direct company.[5][6]
The La Sal Peak was redesigned for the 2022 model year with 170 mm of rear suspension travel and revised geometry. Pinkbike reported that the redesign retained the model's long-travel enduro positioning while substantially changing its geometry and appearance.[7]
The Delano Peak was introduced in 2020 as a full-carbon trail mountain bike with 135 mm of rear suspension and a 150 mm fork. The model occupied the middle of Fezzari's full-suspension mountain-bike range between the shorter-travel Signal Peak and longer-travel La Sal Peak.[8]
Pinkbike subsequently nominated the Delano Peak for its 2020 Value Mountain Bike of the Year award. The publication cited its carbon frame, suspension design, component specification and $3,499 starting price as reasons for the nomination.[9]
Fezzari also developed road bicycles. The Empire, a full-carbon disc-brake road bicycle, received coverage in *Salt Lake Magazine*, which reported that BikeRumor had selected the model as its Bike of the Year. The magazine also described Fezzari's Delano Peak and Wire Peak as representative products in the company's expanding range.[10]
Electric bicycles
[edit]Fezzari entered the electric mountain-bike market with the Wire Peak, announced in 2018. The model used 140 mm of rear suspension and up to 160 mm of front suspension and was designed around a mountain-bike frame and geometry rather than adapting an existing non-electric model.[11]
In February 2023, Fezzari introduced the Timp Peak, a long-travel electric mountain bike with 170 mm of suspension travel. The bicycle used a full-carbon frame and was developed around the same general platform as the La Sal Peak.[12]
Rebranding as Ari
[edit]In March 2024, Fezzari announced that it was changing its brand name to Ari. The company described the change as a continuation of the existing business and said that its direct-to-consumer business model and custom-fitting approach would remain in place. Chris Washburn remained the company's founder and chief executive officer.[13]
The rebranding was accompanied by the introduction of the Nebo Peak, a lightweight electric mountain bike. BikeRadar reported that the Nebo Peak used a full-carbon frame, 140 mm of rear suspension, a 150 mm fork, a Fazua Ride 60 motor and a 430 Wh battery.[14]
The Nebo Peak incorporated the company's Tetra-Link suspension design and GA-Link geometry adjustment system. BikeRadar reported that the geometry system allowed the bicycle to be configured with either 29-inch wheels or a 29-inch front/27.5-inch rear "mullet" configuration and permitted changes to the head angle and chainstay length.[14]
Recent development
[edit]Following the rebranding, Ari continued developing new generations of existing bicycle platforms.
In March 2025, Ari introduced the Signal Peak 3.0, the third generation of the Signal Peak cross-country mountain bike. The model uses a carbon frame and a revised version of the company's Tetra-Link suspension system called Tetra-Link Race Lite. The published specifications included 110 mm of rear suspension travel, a 120 mm fork, 29-inch wheels and four frame sizes.[15]
In April 2025, Ari introduced the Timp Peak 2.0, the second generation of the company's long-travel electric mountain bike. The model uses a Bosch Performance Line CX Gen 5 drive system and is available with either a 600 Wh or 800 Wh battery. It can be configured with 29-inch wheels or a mixed-wheel "mullet" configuration.[16]
In September 2026, Ari introduced the Wire Peak 3.0. The model uses an aluminum frame, 160 mm front and 150 mm rear suspension, an Avinox M2S motor and an 800 Wh battery, with a 600 Wh battery also offered as an option.[17]
Business model
[edit]Ari's primary business model is direct-to-consumer bicycle sales. Rather than relying primarily on independent bicycle retailers, the company sells bicycles through its website and operates physical locations that support fitting, test rides, service and customer assistance.[2][13]
The model developed during Fezzari's first decade. Customers could order bicycles online and provide measurements that were used to configure the bicycle. A Fezzari employee subsequently contacted the customer to verify the order before the bicycle was assembled and shipped.[2]
The company's direct-sales approach was also associated with relatively high levels of customization. By 2021, *Salt Lake Magazine* described Fezzari as allowing customers to select how their bicycles were configured and reported that the company offered a 30-day return policy.[10]
Bicycle technology
[edit]Tetra-Link
[edit]Ari's Tetra-Link is a suspension design used on several of the company's full-suspension mountain bikes. The system is based on a Horst-link layout. It has been used on models including the La Sal Peak, Delano Peak, Wire Peak and Nebo Peak.[14][11][8]
The Signal Peak 3.0 introduced a related design called Tetra-Link Race Lite. According to the model's published specifications, the Race Lite design eliminates one pivot and uses a monocoque rear triangle intended to reduce weight while retaining the characteristics of the Tetra-Link suspension system.[15]
GA-Link
[edit]The GA-Link is an adjustable geometry system used on some Ari mountain bikes. On the Nebo Peak, the system permits changes to the bicycle's geometry and allows either a 29-inch rear wheel or a 27.5-inch rear wheel to be used with a 29-inch front wheel.[14]
Racing
[edit]Fezzari established a factory enduro racing program in 2022. The company subsequently signed American rider Nik Nestoroff, who competed on Fezzari bicycles in enduro events.[18]
The company's racing activities subsequently continued under the Ari name. In 2024, Ari introduced the Superior Peak downhill/freeride bicycle, which had been developed with input from its gravity-racing and freeride riders. The company reported that riders using the bike had achieved wins at Proving Grounds and the Big Mountain Downhill series before its public introduction.[19]
Locations
[edit]Ari's headquarters are in Lindon, Utah, where the company was established under the Fezzari name.[1][2]
In February 2025, Ari announced plans for a satellite location in Bentonville, Arkansas, a major mountain-biking destination. The location represented the company's first announced permanent location outside Utah.[20]
Selected models
[edit]The following models represent significant products in Ari's history and product development:
- Signal Peak — cross-country mountain bike introduced in 2018 and subsequently developed through multiple generations.[4]
- La Sal Peak — long-travel enduro mountain bike introduced in 2018 and redesigned with 170 mm of rear travel for 2022.[5][7]
- Delano Peak — 135 mm rear/150 mm front full-carbon trail mountain bike introduced in 2020.[8]
- Wire Peak — electric mountain bike introduced in 2018, with 140 mm rear and up to 160 mm front suspension in its original configuration.[11]
- Timp Peak — 170 mm long-travel electric mountain bike introduced in 2023 and subsequently redesigned as the Timp Peak 2.0.[12][16]
- Nebo Peak — lightweight electric mountain bike introduced alongside the 2024 rebranding from Fezzari to Ari.[14]
- Superior Peak — downhill/freeride mountain bike introduced in 2024.[19]
- Empire — full-carbon road bicycle that received BikeRumor's Bike of the Year recognition, according to *Salt Lake Magazine*.[10]
References
[edit]- 1 2 3 Israelsen-Hartley, Sara (July 19, 2008). "Italian name, Utah design: Fezzari's bikes snapped up by cyclists worldwide". Deseret News. Retrieved September 17, 2026.
- 1 2 3 4 5 6 7 8 Benson, Lee (February 7, 2016). "About Utah: Selling bikes the new-fashioned way". Deseret News. Retrieved September 17, 2026.
- ↑ "Chris Washburn". Association for Corporate Growth Utah. Retrieved September 17, 2026.
- 1 2 "Fezzari Releases New Signal Peak XC / Trail Bike". Pinkbike. January 20, 2022. Retrieved September 17, 2026.
- 1 2 "Fezzari Launches Long Travel 29er Enduro Bike Called La Sal Peak". Pinkbike. August 13, 2018. Retrieved September 17, 2026.
- ↑ Kazimer, Mike (May 20, 2019). "Review: Fezzari's 2019 La Sal Peak is a Fun and Modern All-Rounder". Pinkbike. Retrieved September 17, 2026.
- 1 2 Leggett, Alicia (March 1, 2022). "First Ride: Fezzari Gives the La Sal Peak More Travel & More Enduro Capability". Pinkbike. Retrieved September 17, 2026.
- 1 2 3 "Fezzari Releases The Delano Peak - 135/150 Big Wheeled Trail Weapon". Pinkbike. July 23, 2020. Retrieved September 17, 2026.
- ↑ "2020 Pinkbike Awards: Value Mountain Bike of the Year Nominees". Pinkbike. December 2020. Retrieved September 17, 2026.
- 1 2 3 "Gear Legends: Fezzari Bicycles". Salt Lake Magazine. 2021. Retrieved September 17, 2026.
- 1 2 3 "Fezzari Announces Wire Peak E-Bike". Pinkbike. December 4, 2018. Retrieved September 17, 2026.
- 1 2 "Fezzari Launches Timp Peak Long Travel eMTB". Pinkbike. February 28, 2023. Retrieved September 17, 2026.
- 1 2 "Consumer-direct bike brand Fezzari rebrands as Ari". Bicycle Retailer and Industry News. March 5, 2024. Retrieved September 17, 2026.
- 1 2 3 4 5 Clark, Nick (March 5, 2024). "Fezzari changes name to Ari and releases Nebo Peak eMTB with 450W maximum power and 140mm of rear travel". BikeRadar. Retrieved September 17, 2026.
- 1 2 "Ari Bikes Introduces Signal Peak 3.0 XC Bike". Pinkbike. March 11, 2025. Retrieved September 17, 2026.
- 1 2 "Ari Bikes Announces Timp Peak 2.0 Long Travel eMTB". Pinkbike. April 4, 2025. Retrieved September 17, 2026.
- ↑ "Ari Bikes Introduces Wire Peak 3.0 eMTB". Pinkbike. September 1, 2026. Retrieved September 17, 2026.
- ↑ "Nik Nestoroff Joins Fezzari Factory Racing". Pinkbike. December 28, 2022. Retrieved September 17, 2026.
- 1 2 "Ari Releases Superior Peak Freeride / DH Bike". Pinkbike. September 4, 2024. Retrieved September 17, 2026.
- ↑ "Ari Bikes Announces First Satellite Location in Bentonville, AR". Pinkbike. February 20, 2025. Retrieved September 17, 2026.