Guerrilla Gravity Appears to Have Closed Up Shop
Questions about Guerrilla Gravity’s future started circulating back in July, when Yoann Barelli shared an Instagram post reminiscing fondly about his time representing the Colorado brand for the last 2.5 years. The split seemed odd considering the mid-year timing plus the clearly affectionate relationship that stayed in place.
What seems to be happening is that Guerrilla Gravity is shutting down, probably unexpectedly. A source with knowledge of Guerrilla Gravity who would like to stay anonymous told Pinkbike that the angel investor(s) who had been supporting the brand previously decided to pull out and shut the company down. September 1 seems to have been Guerrilla Gravity’s last day.
I really liked this bike, and was looking forward to seeing more come from the brand.
As to what exactly happened, we really don't have much besides a vague understanding here. A few of us have reached out to various parties at GG, but no comment seems to be the comment of the day. From what we've gathered, the primary funding source behind the brand has been lost, and as a result production had to cease.
It seems as though Revved Industries - Guerrilla Gravity's parent company - is still operational, so it's possible that we'll still see something come of the novel carbon fiber manufacturing process that they've pioneered. It was a promising concept, with solid social and environmental gains made over traditional carbon manufacturing techniques. That said, money talks and it's possible that bike manufacturing just wasn't the ticket to success.
Employees on social media do seem to be confirming the company’s end. Plus, the brand’s marketing manager – who would probably be the person in charge of creating a public statement – seems to have departed around the same time as Barelli, so that might be our easiest explanation for the radio silence. There also hasn't been any activity on the company's Instagram page for over six weeks.
GG's CTO announced his departure from the company via a LinkedIn post, with some earnest memories about the early days and benchmarks of the 10+ years of operation. I'm hoping all the talented folks who spent time at the company can find a place that feels like home in the industry, as we will all benefit from more creative energy in the bike world.
Reception to this news has been mixed so far, especially without a clear sense of how exactly things are going to wrap up. Riders are sad to see the brand go. Frustration is directed at both the former investors and at the brand itself: now many riders will be stuck without ongoing support from the brand they bought serious goods from.
Regardless of what exactly the future holds, it seems safe to say we won’t see Guerrilla Gravity carry on in the same ways as before, and losing a unique brand that was happy to forge their own path is a loss for the industry.
Condolences from us here at Pinkbike, we'll be watching curiously to see what happens with Revved in the future for carbon manufacturing. As for product support, order fulfillment, and spare parts for the many Guerrilla Gravity owners out there, we'll just have to stay tuned and see how things shake out.
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Did either of you guys work 80+hr weeks as is being suggested by @wyorider
We tried our best each and every day to make sure we kept the companies afloat. But, in the end, they decided to pull the plug. Made many great friends and memories as well. GG!!!!
I also believed that if other manufactures such as Evil, Transition and whoever else would partner with the Revved frame manufacturing for their brand... pouring money into a larger production facility, it would have enabled them to bring frame building back to US soil and ditch traditional carbon and the ridiculous footprint of world wide shipping and exporting of a friggin bike frame. If this unity was sought after from other brands and implemented, the Company and others would have profited exponentially, while still keeping cost of bikes lower than the insane current market. A conglomeration of companies merging together with funding for a manufacturing facility would benefit greatly all parties and consumers alike. The way i see it, that is the future and its foolish to not become one, together in the quest for profit and cost efficiency, with rapid turn around times and production having high quality control standards. A union of sorts that maintains their own brand under the same umbrella. Wouldn't that be a cool concept?
How much does a company like this cost to buy out? (Obviously it's more than just buying out, as you'd need to match whatever those investors were putting in but still.)
Let's not normalize working insane hours as a necessary condition for success. It isn't. And it can easily lead to the opposite, as burned-out employees make mistakes, and high-skill employees get sick of the grind and leave for greener pastures.
Hoping for the best for all of you in your next adventure -- you all deserve it!
and are working at least 12 hours a day on their business. Especially if your dealing with Asia.
I agree with that, I also work at a start up which is growing and expanding and having a 12h day is and has to be an exception. Usual working hours are very reasonable and it seems like it's a good recipe for motivated and focused employees.
I don't get this insane hours competition, I have a life beside work, and passions like MTB and also need time for that.
To bring a few things to light from my experience:
1) I was lied too about my compensation package and given unrealistic sales goals. Was told I would be earning commissions on sales starting month 1 (hence the super low base salary like most sales jobs).
2) I NEVER got one single commission check. Not one. Again - due to unrealistic expectations
3) The leaders of this company were great people with a great idea. But what sucked the most for the rest of us is that we never had an opportunity to get skin in the game (equity) even if we were one of the original 15 employees. How does management expect a lower level employee to commit as much time and effort as those at the top when we are incentivized?
4) Lack of respect for time off. I missed my best friends wedding for this company because even when electing to take unpaid time off, they wouldnt even consider.
I get GG probably changed a lot over the years but i cant help but think some of the same issues were what drove this place into the ground.
In the UK, a national high street (budget) retailer of 90+ years just went down.
Its a business - the right support means selling stuff and making a profit.
Wilkos were outcompeted in the end.
The name has now been bought by their main competitor and the Range will trade with Wilko name too!
Dog eat dog no bail outs
I'd go back to trail running before I'd buy from Trek, the big S, any other mega corp.
I understand and have no beef, but this is exactly the kind of thing GG riders have to worry about now. @jokermtb is exactly right. Lots of parallels based on my experience. It sucks to have the support pulled out from under you when you buy an expensive bike.
That said, Dave is back doing cool things, having great customer service again and all that. So it’s nothing against him or the company, just the reality of buying a brand that kind of just disappears one day.
someone needs to take your keyboard privaleges away!
there is no wrong answer here. you do you......and all that jazz
Stanley manufactures
Lowe’s own trademark stop your misinformation kook
But, what never made sense to me was the fact that, as far as I know, to this day, he’s never made any official announcement. Not even something as simple to his customers as here’s what happened, here are my plans, here’s what it means for FS customers. And there’s also a lot of mixed or confusing messaging. About 2 years ago now, my carbon RFX was getting overhauled at a local shop and the mechanic called Turner and according to my mechanic, the message was: “get a new bike, I’m really supporting these bikes anymore.” And then just recently, I see he has parts up for the carbon RFX.
Anyways, in part because I thought Turner was no longer supporting my bike, I bought a GG Smash - as GG was a company I was already following. And here we are.
Then came the ugly DW-link bikes, then came the carbon RFX that failed at the aluminium inserts. The death of their full suspension range followed soon after.
Fun fact. When I bought my 5-Spot the rear chainstay had both a Specialized Bikes and Ellsworth Bikes patent sticker on it. Them were the days!
As for Turner, your story is exactly what I mean. For the suspension stuff, they might as well be out of business. My guess is what he has now is leftover inventory. Once it’s gone, it’s gone. Dave isn’t shy about telling people to get new bikes — even when the old bike is one of his own. One guy said Dave told him to get a Ripmo to replace his Turner a few years back.
At any rate, I feel for him. It’s not easy to be a small bike company. The Ti stuff is cool. I especially like the gravel bike and the new aggressive hardtail.
Trek is owned by John Burke, the son of the guy who founded Trek. It's $1-2B turnover, employs tonnes of great people, sponsors huge riders and race teams, lifetime warranty on frames, their shops offer reasonable pay and benefits (for a bike shop). The company doesn't make that much profit at all. Hardly some evil mega corp...
and they are still supporting their old rides, like the Burner, Czar and 5spot... amazingly enough....
I will say that I agree that Dave doesn’t shy away from one on one communication. But, leaving it up to the the off chance of having a conversation with the owner strikes me as poor communication when it could be accomplished simply and more broadly with a formal statement on their website, mass email, etc.
As for the parts, they weren’t available at the time and my mechanic was told they’d have to be fabricated at great expense. But, now, it appears they’re in stock and at a decent price.
Anyways, it’s ok at the end of the day. My GG is awesome. I expect to have many years left on it, barring something extreme. But, when I go to buy again, these experiences will definitely guide my decision on brand choice.
give me a 5 year, no questions asked, transferable replacement gaurantee. that's gods plenty. so when I sell it after a year or two, I have the remaining gaurantee as a selling point.
OneUp is a component company from Canada and completely unrelated
A few random reported/estimated examples REI $3.8B, Skanska $17B, Walmart $611B, Pfizer $77B, Nike $51B. I could keep going and misquote other numbers, but the point is that it’s a niche industry driven by a relatively small group of people who mostly like bikes. And also like making money since that’s kind of the point of for profit businesses.
Mountain biking is an even smaller sliver of the niche industry; probably staffed by even more enthusiasts. Sure, relative to a mfg who makes >$50M, the above are 800lb gorillas - but let’s stop making late stage capitalist bogiemen out of everyone we don’t like.
When you purchase a company this is what happens. If they didn't want to deal with this they could have just made their own new rack design rather than buying a rack design and brand.
www.protoolreviews.com/power-tool-manufacturers-who-owns-them/#:~:text=Yes%2C%20Craftsman%20and%20DeWalt%20are,company%20quickly%20formed%20its%20roots.
Upon closer inspection some of the hardware had torque specs printed on them with very small font. None of them said 20.
Also heard people have ordered bikes, paid, and never received bikes or a refund months later. Seems a story like this would suit pinkbike seeing as though evolve and pinkbike are based in squamish
Sherpa bikes used to sell the same frame. It is an Ican P9 sourced from china and all they did was add branding and slap parts on it. If any of your customers have questions i’d suggest contacting ican directly. They were somewhat responsive to me though there is a language barrier and goodluck getting any warranty out of them…
icancycling.com/products/enduro-frame-p9
Told my customer to order a dozen of them if he plans to keep the frame. I suggested fixing and selling
Going to play devils advocate here in that I was employed at GG from 2018-2019. My experience was far from stellar.
To bring a few things to light from my experience:
1) I was lied too about my compensation package and given unrealistic sales goals. Was told I would be earning commissions on sales starting month 1 (hence the super low base salary like most sales jobs).
2) I NEVER got one single commission check. Not one. Again - due to unrealistic expectations
3) The leaders of this company were great people with a great idea. But what sucked the most for the rest of us is that we never had an opportunity to get skin in the game (equity) even if we were one of the original 15 employees. How does management expect a lower level employee to commit as much time and effort as those at the top when we are incentivized?
4) Lack of respect for time off. I missed my best friends wedding for this company because even when electing to take unpaid time off, they wouldnt even consider.
I get GG probably changed a lot over the years but i cant help but think some of the same issues were what drove this place into the ground.
Haha fair point. Just more of a principal of greed and how these guys managed employees
www.unitedwheels.com
ellsworthbikes.com
But real talk. When I did live in San Diego. You mainly saw, Giant, Santa Cruz, Yeti, and Intense. I saw more people ride Eminent Cycles than Ellsworth. I have a hunch the Founder has an actual main source of income, and Ellsworth bikes is for shits and giggles. Like big dick “F you money”
But you moved from SD to MS? WTAF? lol
Unlike GG, though, Transition has more exposure, more bikes, and more brand recognition. They also have traditionally run pretty lean although I have no idea if that has continued after 2020 or not. I doubt they'll go away entirely, but again, it's a rough time to be a small brand and too much growth during the boom could be dangerous, so some change is possible.
Basically any brand that isn't Trek, Specialized, Giant, or Santa Cruz is at risk in the coming years. Those that run lean or didn't grow aggressively thinking the boom would never end will likely survive, those that overproduced and can't reign in costs while the economy is down and bike sales cool off will be bought or go away. Brands like Transition with a reputation and big brand will stick around in name at least, whereas companies without that like GG, Allied, etc are more likely to go away entirely.
The fact Ibis dropped their pro team isn't a good outlook. They are a popular bike brand, however.
A lot of this probably comes down to whether or not they over purchased during 2021
Of course, I could be all wrong about this. I’m not on the inside. But appearances from the outside don’t indicate much trouble.
Fact is, GG was unlikely to even be a breakeven, let alone a positive IRR unless they could have scaled it huge and sold the thing to one of the private equity backed conglomerates out there....but the way they were manufacturing doesn't really jive with the "buy the brand and cut costs" ethos.
In any business, knowing your real TAM, your niche and where you can (realistically) operate sustainably is absolutely crucial. I have learned this the hard way...
Best of luck int he future GG employees!
- Kendall Roy, probably.
Hey @brianpark and crew, would be cool if PB did a deeper series on how the industry works from the business perspective. Maybe just pull over some writing from Vosper at BRAIN.
while they may not be "creditors" i sort of doubt they funded a ton of money without a contract that gave them the ability to pull their money back out in the form of any available assets, if cash is not available. hence shutting down, liquidating, etc. investor will take a loss and hopefully GG owners aren't out of personal pocket if there isn't enough to cover their investment, but there will be (less than) nothing left for them. sort of doubt they'll even get to keep the IP unless it's somehow a personal asset that's protected by the funding contract.
But yes, more articles on running a bike biz, funding teams, etc.
Hindsight is always 20/20, but I wonder if they continued to offer aluminum models at more attractive prices they would have lived on a little longer.
I was more so saying it's the keyboard warriors saying they'll buy it, but never do, for exactly the reason you note above.
Had a great experience with GG. Bike still running flawlessly. Was a great run while it lasted, they'll be missed.
GG had a good formula and it doesn't strike me that sales or cost was the problem. The investors likely got spooked by something. Likely market volatility.
Clothing is especially difficult in this regard.
Hi, it's you.....you're the problem its you!
even a legit influencer, I will offer them 5% on sales per referral. Not a single one has ever taken the offer. if they could actually help me, it would be a no brainer for them. I am talking about some names you very likely know from YT and IG.....it's all a giant circlejerk of people with no value trying to get things for free or heavily discounted.
It’s a company, not an individual selling the frames too, nobody has ran off into the sunset with the money from the last few sales.
That's kind of the definition of what it means to be open and then close.
There isn’t a confirmed announcement from GG, or the parent company, and there might very well be ongoing product support.
You or I don’t know either way quite yet, so maybe chill on releasing the hounds….
But sure, grab yer pitchforks if that’s what makes you most comfortable.
Business's don't work like that, you can have 2 separate companies under one roof but you would never want to combine the accounting. Having 2 separate companies working together helps spread liability and debt across both companies. Not to mention it makes payroll a PITA unless everyone is salary in both companies and can just switch without worrying about hours worked in either.
layoffs do not mean impending doom
Don’t be naive.
I'm willing to bet they are seperate companies, but share a lot. As mentioned in another response or two 2 comapnies can be seperate, share the same space, and have plenty of overlap of employees, contractors, even materials and equipment. Its a way to diversify, and protect the failure of one, from the other.....
Its also a way to shelter money, pay less tax, etc.
Now, I dont work for either company, and dont know the inner workings, but I have a tiny bit of knowledge and experience in some of these other areas.
My comments are insulated from all the others, as I dont go through and read every comment, so its possible that theres new info available, that wasnt when I made my comment, you get that right?
Either way, someone owns the rights to their designs, and patents, so there might still be hope that current customers can still get support, and that was sort of the gist of my comments..
The debts of GG, do not necessarily become those of Revvd, if GG is in financial trouble (I''m just using those names as an example, in truth, you, or I, and likely most of the employees have no idea how the company structured). Revvd can hold the patents to some of their proprietary ideas/methods, that GG then liscences to use to build their products. Just a way to move oney and resources around.
Most of the time, employees have no idea of how companies are structured on paper, so unless its one of the directors/owners providing that info, I dont put a lot of value in it.
I'd be willing to bet the reason we havent gotten an official press release about it is because a lot of the details are still being sorted out.
canfieldbikes.com/blogs/news/canfield-bikes-to-offer-guerrilla-gravity-service-parts
I've owned other "boutique" bikes. So I have no illusions about the perils that may include. But the most enjoyable bikes I've ever ridden were built around locally made frames from small builders. When I bought my GG the company had been around for a decade and just moved into a new location. All were indications to me that GG would be around for the long haul. I don't put much stock in "lifetime" warranties even from Big Bike companies. Trek and Specialized will find a way to deny your warranty claim. My concerns are about obtaining basic service parts like proprietary pivot bolts.
Best wishes to the former employees who were impacted by this debacle.
It’s a real shame they needed ‘Angel investment’ to grow and couldn’t go it alone with nobody to answer to but themselves.
Seems like trouble starting to brew at the smaller guys - here in the UK a few smaller brands seem to be close to the edge not including Stanton and the 700k someone put into the company and lost.
Seems pretty simple honestly - stop production. Clear out stock. Pay employees until you can't anymore. Turn off the lights. File Chapter 7 Bankruptcy.
One buddy had the same issue as you. If I remember right, he had multiple chainstays break and on one occasion the warranty frame arrived missaligned. He ended up getting a full refund from GG because his experience was so bad.
Fast forward to the new Trail Pistol and a different buddy cracks two carbon seatstays at the exact same spots, both times resulting in catastrophic failure and serious crashes. The breaks were at the top of the post mount and the seatstay bridge. Not only did GG claim he was "out riding the capability of the bike" ( in Raleigh, NC haha), but they didn't want the broken parts back to investigate if it was a manufacturing issue. Instead, they charged him for the seatstay, and when he complained and told them he was moving to a different bike brand they fired back with "you'll be hardpressed to find another bike with carbon as strong as ours". Over a year later and double the miles, the little Rocky Mountain Element is still ripping trails without any issues.
Shitty QC and shitty customer service, all hidden behind "USA Made" and some fancy marketing about shredding gnarly trails.
It sounds like they tried to take care of it, but having responsive CS only goes so far. There is only so far people should have to deal with constant failed replacements and being unable to ride for weeks on end because they couldn't get it right.
Tough times in the bike business right now...
Brands like Evil, Propain, Transition, Revel are in danger since they are Small. They don’t have the large bank accounts to survive
it's like offering a kid unlimited candy, then they blame you for the tummy ache. no sir!
I bought a revved GG Trail Pistol in 2019. I was so stoked to buy a bike built in my backyard. The main 2 reasons I bought it were 1) They made a HUGE size 4 bike and I am 6'6" tall with extremely few options ... most bikes not fitting me is the most frustrating thing in the world. Bobby helped me dial it in, and he was like 6'8 so he knew the deal for tall riders. 2) I heard they were burly bikes but fast and fun. Their modo was "I love goin' fast." Hell yeah.
It was the best bike ever. I loved it and I felt like part of a family when I'd high-five fellow GG riders on the trails... the same way Jeep drivers give the wave. I rode all over Colorado on it. Front Range, Crested Butte, Beaver Creek, Vail, Monarch Crest. It was a special bike and I never had a single problem with it. Never. I raised my daughter riding on the front of it, and we had incredible adventures together on trails and around town. My house burned down in the Marshall Fire in late 2021 in Colorado and I lost everything I own -> that bike is now in the atmosphere from the 2000-degree fire. Replacing that bike was the first big item I purchased after the fire and it made me feel whole again. I got it with dope orange industry nine hubs and decals and call it the "Inferno edition" to say F-you to the fire. Dustin at GG helped me design it, and he was awesome. He let me do a few custom things even when GG kind of sunset the fully custom builds because he knew I needed the right bike. I cried when I got the new bike because I felt so lost in my life without it. I also bought a GG hat because I lost 2 cats in the fire who were named George and Goose, and the GG logo always reminds me of them, and I wear it all the time to spread the vibe about the brand.
Below is a link to an album I had put together showing some experiences on the bike and in life along the way. In there, you will find the cutest picture of a little girl cleaning her daddy's bike, and my newborn twin boys that I pulled around on it all at once. I am so heartbroken to hear this news and wish all the best for the amazing employees of GG. Perhaps someone special or a smart bike brand will pour their heart into resurrecting this exceptional brand for the GG lovers among us. Or maybe a clever crowd-funding campaign to reserve their next-gen bike? I'd put money down.
photos.app.goo.gl/Xton3FfkuJJWBATY6
Formula but different layout on frames or maybe just come out with a full Ebike company
The only thing that stopped me from buying one of those bikes with the pandemic.
There was nothing available, otherwise I would own one.
Kinda glad it didn’t happen now..
Nonetheless, bummer to see this and still think GG was rad. Wish the best to the folks now without a job - hope they can land on their feet.
The same platform being used by
Specialized
Transition
Norco
Rock Mountain
Basically one of the most widely used bicycle suspension platforms, outside of a single pivot.
If you elongated the rocker link, ala old Ellsworth bikes, youd essentially have an upper and lower A-arm (rocker and chainstay) with the wheel attached to the seat stay (spindle).
A MacStrut, would have the chainstay acting as the suspended portion, like an old Moots softride wouldnt it?
You are not alone in this thought..
BTW, still interested, Mr. JLaw3000.
That's not odd. Athletes almost always give affectionate goodbyes when they get change brands. Otherwise, the new brand would be wondering what shit they're going to spew at the end of that next contract.
But seriously you will be missed.
I think the "shred" and "gnar" kind of lingo combined with the "you can have any color your want as long as it's black" kind of thing turned people away. The thing is, they did have some good ideas with frame modularity and miusa carbon is kind of cool, but I think that a lot of the general bike buying population just was not into their aesthetic. Which is kind of funny because I think that Transition is kind of doing that exact same thing in a much more palatable way. They have somewhat affordable, nice looking bikes with sharp angular lines implying a more aggressive intent and their website says "party time leverage curve" or whatever, but the bike itself looks clean and you don't feel like a poseur for having one.
This had to be an investor of some sort who was providing funding in exchange for a portion of ownership in the company.
But Covid was responsible for one of the biggest booms of biking demand, in a long time.
Starting at 8:00 am and finishing past midnight?
Even at 6 days a week its 14hrs or so a day, so starting at 9:00 and finishing at 11:00 6 days a week.
You sure you ain’t talking pure bullshit? I mean I have started a small business and I thought I pushed some long hours out in the start but not this superman nonsense.
None of that 5 days a week nonsense. 11 hours a day gets you there. Sad how many people DO work that much.
Moab is not overrated, it’s just hit too many tourists, the riding is great, you just gotta wait until the tourists go home.
Sounds like someones panties got a little waded up
cheers
don't even get me started on Kokopelli.....calling a fire/jeep road a trail is criminal.