Upgrade Bikes is now the official UK importer of Atomlab products. The US company’s products already have a keen following here in the UK with the dirt jumping fraternity, where the products combination of style and ruggedness is a hit.

Atomlab started out 12 years ago, when former BMX professional Mike Flaherty set out with the simple goal of making the best products ever made.

Mike Flaherty says: “Here at Atomlab we’re really excited to work with Upgrade Distribution in the UK market. I’ve known Matt and Damian of Upgrade for about 10 years now and I’ve watched their growth and consistency. I’ve been very impressed and I feel privileged to have them as a distributor.”

“The UK’s strong MTB dirt jump market has always been a major influence on our brand. We still view it as the world leader in that niche. It’s been great to see the massive success of the UK’s DH and 4X markets over the last few years as well. 2009 is going to be a big year for Atomlab in the UK.”

Atomlab’s range includes frames, pedals, wheels, cranks and all manner of accessories. The GI60 suspension fork is entirely aimed at the needs and demands of dirt jumpers, so expect super strong and super simple. The 5.4lb upside-down fork is made from chromoly tubing and provides 60mm of travel via a combination of elastomer and springs, with a 20mm through-axle.

“The GI60 fork is already a hot topic on forums and judging by the amount of email enquiries we have had consumer demand will be high,” says Matt Ryley, Managing Director, Upgrade Bikes.

Upgrade Bikes will be recieveing the first batch of products sometime towards the end of August. Head to the London Cycle Show where Upgrade Bikes will have a stand with all the products on show.

Find out more about www.atomlab.com available from www.upgradebikes.co.uk.