Interview: Olly Wilkins from DMR 2015

olly wilkins

My Canyon Spectral 6.0 didn’t come with pedals so I went online and researched some, but first I had to ask myself… to clip, or not to clip? In the end, I chose to go with flat pedals after considering the likelihood of me coming off my bike was high in the early days, that, and I also couldn’t afford the accompanying clip shoes at the time. Getting a bike, kit and accessories is a damn expensive affair!

British company DMR Bikes revolutionised the MTB flat pedal when it released the all mountain V12 flat pedal at Bike ’99 and since then, they have become an iconic staple in MTB and BMX. The V12 was introduced with an innovative concave shape to the pedal, making for better grip and comfort for the rider. Since then the surface area has increased for better contact and the weight and profile have been shaved down for optimum performance.

In the past 20 years, DMR has grown to be one of the biggest names in the mountain bike industry and manufacture almost every bike component you could need. They have been an exciting company to watch develop and it’s always exciting to see what their next step in the evolution process of quality biking products will be. I caught up with DMR Brand Manager and pro rider, Olly Wilkins to get his views on the women’s industry and to find out a little more about the future of DMR Bikes.

olly wilkins

DMR bikes have come a long way in the past 20 years, they’ve evolved their range of bike parts to stay ahead of the curve and be one of the leaders in the industry. What’s in store for DMR in the future?

We’ve got loads of really exciting stuff coming up. This year is DMR’s 20th year and we’ve tried to line up some really cool products for launch to celebrate. We have certainly grown as a brand but always tried to remain true to what DMR has always been about: Having fun on bikes. It couldn’t be more simple really. We want to bring out products which people can enjoy the same way we enjoy them. It’s easy to get drawn into the newest fads and trends but we try to remain aware that ‘standards’ come and go but rattling down a hill into a jump does not.

Women’s interest in extreme sports like Mountain Biking has increased significantly in recent years. Currently, DMR doesn’t have any female riders or ambassadors. Is there a reason for this, or will this be something to consider in time?

We have supported a number of female riders over the years, particularly through 4X racing and we are always looking to expand our team. Currently, we support a few female World Cup riders with pedals and certainly look to get more on board in the future!

How do you and DMR feel about the image of women in biking and what can companies do to nurture the market to promote future generations of female riders.

Personally, I think it’s great right now. Particularly with the competition between Rachel and Manon, its really brought interest to the female side of our sport. These top riders are crucial in getting the next generation of girls involved. There’s no hiding the fact that women make up the minority percentage of humans riding Mountain bikes. I think the equal prize money argument should be ditched in favour of a more positive outlook. The girls at the top of the sport are killing it and making it look fun, this should be focused on and marketed as much as possible. As for DMR’s perspective, our products will remain for everyone and anyone wanting to have fun on bikes.