Gromstar has launched rideGROMSTAR, a new UK-based kids’ mountain bike rental platform designed to make high-performance riding accessible without the upfront cost.
Importantly, Gromstar sits within Early Rider and is now being led by the founder’s sons, Freddy Loveland and Luke Loveland – marking a new chapter for the business originally created by Andy Loveland.
At its core, rideGROMSTAR is tackling a simple but overlooked problem: premium kids’ mountain bikes, the kind that genuinely improve confidence and progression, have historically been out of reach for many families due to high price points and complexity.
The new platform flips that model.
Instead of purchasing, parents can now rent high-spec bikes on a flexible monthly basis, selecting the right size, duration and add-ons, with the ability to swap bikes as children grow.
The concept is built around a clear mission: – opening up access to the kind of riding experiences that were previously limited to a small group of committed enthusiasts.
“It’s about removing the barriers we’ve seen firsthand growing up around the brand,” said Freddy Loveland. “We want more kids riding better bikes, earlier, not because they’re enthusiasts already, but because the right equipment makes that progression possible.”
Luke Loveland added: “Gromstar is the natural evolution of what Early Rider started. It’s not just about ownership anymore, it’s about access, progression and giving more families the opportunity to get involved in MTB at a meaningful level.”
The model is simple:
- Choose a bike
- Commit to a minimum rental period
- Ride with monthly billing
- Return or upgrade as your child progresses
Alongside the rental programme, Gromstar is building a broader ecosystem around youth mountain biking, from components and protection to curated gear, positioning itself as a single destination for junior riders.
With parents increasingly seeking ways to get children outdoors and away from screens, rideGROMSTAR arrives at a moment when both cultural demand and industry gaps are aligning.
