New website, new packaging, new branding and a new look

Ultimate Sports Engineering relaunch goes live

USE has been relaunched, with a renovated range, a brand new look and fresh website (

The line-up has been overhauled with new specs to comply with modern bike geometry in stealth matt black with gloss black details, for the mountain and the road.

Specifications of all products have been amended on the mountain biking range to suit modern geometry of 27.5 (650b) and 29ers. Mountain bike bars are now wider, 780 or 740mm, with rises of 20 and 40mm, created with a wider centre section to give stiffer initial feedback but with precise tapering and wall thicknesses in the rest of the bars to give a balanced, aggressive yet comfortable controlling over all feel, explains Mark Swift, brand manager.

"We’ve a totally new, patent pending, single bolt Stem that is just so stiff but also so light, this lets you know exactly where the bike is and helps you get the bike to go in the direction you want it to so much more quickly."

USE also has new seat post carbon layups and aluminium wall thickness to make them lighter and stronger, also in stealth Matt Black with gloss black logos.

Onto Road, which has been similarly overhauled. Seat posts have again been made lighter and stronger with a matt subtle 3k weave with gloss black logos to match the new matt 3k bars with a race stem available in six lengths to help riders into their perfect position or set up. All bars and seat posts are available in aluminium as well, with the bars now in five widths in aluminium (three in carbon).

Swift told BikeBiz: "I was brought into the business to carry out a review of the USE brand and its component range, looking into specifications of product and look. It was quickly identified that we needed some big changes. 

"Feedback from testers on performance is just great and public and buyers on look and feel of the product at preview range showings at London and Manchester shows."

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