We like Genesis Bikes here at Bikemagic. They’ve been going about five years or so, and have built up a tidy range of bikes nice and slowly, and they’ve reached the point where they’re a highly regarded brand with real British roots.

They don’t rush out new models, only when they’re sure they are ready. The Fortitude has been some time in the works. They’ve been teasing us with snippets and prototypes, but finally it’s available. In shops and everything.

To celebrate, the chaps behind the brand celebrated with a ride to demonstrate the adventure ethos behind the new Fortitude. It’s a 29er but unlike other 29ers being rushed to the market, this is one built for doing everything and anything. Ride it to work, bash your local trails, ride around the world, touring, whatever you fancy, the Fortitude will handle it.

So sit back and watch this clip:

Fortitude Weekender from Madison on Vimeo.