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Upstart Bike Brand Broken Bones Hopes to Shatter Expectations at Interbike

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Broken Bones road bike

This just came across our wire and caught our eye. We’ll get more on these guys at the show, but wanted to pop this up before flying out to Interbike. The pageantry of the graphics and logos is reminiscent of Rock Racing, let’s hope things turn out a bit better.

PRESS RELEASE: Based in Los Angeles, the company is owned by Josh Horowitz, who is also the owner/director of the Wonderful Pistachios Pro Cycling Team. Broken Bones will launch at Interbike on Sept. 19 with an eye toward shaking up the culture and style of cycling.

“Cycling is marketed like golf — respectable, traditional and elegant — when it should be marketed like an extreme sport — exciting, dangerous and breathtaking,” Horowitz said. “I created Broken Bones to appeal to the 18-year-old up-and-coming athlete looking for a new sport. Or for the 38-year-old looking for something exciting to break out of the dreariness of a 50-hour-per-week desk job. This company was created to correct the disconnect between the outdated image of the sport and what it really is.”

Broken Bones was born after Horowitz found himself laid up in the hospital after a nasty crash on the track. While he was recuperating from four broken ribs, a punctured lung and a broken collarbone, he spent time flipping through a recent cycling buyers guide. On page after page, it was nothing but safe, traditional designs aimed at a very narrow market.

Broken Bones road bike

(press release continued)

“Black bikes, white bikes; black-and-white bikes,” Horowitz said. “Or possibly a streak of red if some designer was feeling especially daring. It just didn’t match up with the thrilling experiences I have had for 25 years in the sport.”

The Broken Bones lineup is built around its first frame, the Fracture, which was tested under the Wonderful Pistachios Pro Cycling Team on the 2012 National Criterium Calendar circuit. The Fracture features bright, attention-grabbing graphics and is available with an Integrated Seat Post (ISP) or with a standard seat post. Pricing will begin at $3,100 for a team-issue Fracture equipped with Microshift components. Shimano Ultegra and Dura-Ace builds will also be available. Unlike frames designed to compete in the lightest-and-stiffest class, the Fracture is designed to be raced — and raced regularly. That means the Fracture has to be not only light and stiff, but also durable and stable. The Fracture offers confidence in corners, responsiveness when it’s time to throw down and smoothness for long training days.

Simply put: It’s built to be raced, not hung in the garage and polished on Sundays.

Look for more information soon on the technology behind the Fracture, as well as complete details on the Broken Bones lineup — including its partnership with Hawk Racing.

Broken Bones road bike

Broken Bones bicycle brand logo

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92 Comments
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ernesto
10 years ago

that link to their website does not appear to be correct…….

discodave
discodave
10 years ago

Did Michael Ball change his name? Right on the money….Rock Racing tried and failed at the whole road racing as an “extreme” sport. Dumb name for a carbon catalog bike the “Fracture”. Does is come with free rub on tribal arm tats?

keith
keith
10 years ago

Putting a bunch of skulls and tribal graphics will not make road cycling extreme. Might make the bikes appeal more to eight year olds though. Decent bmx bikes don’t even have graphics. They’re purchased based on quality and reputation. Maybe that’s a better approach to selling things.

reibel
reibel
10 years ago

Those wheels look like total barf.

He is right about one thing though, riding random frames and wheels picked out of the back of Chinese parts catalog is extreme, extremely scary.

fayar
fayar
10 years ago

“rock racing”

Sevo
Sevo
10 years ago

This reminds me of the really bad graphics the Kmart skateboards had that were trying to be “cool” while still being parent friendly. Blah.

james
james
10 years ago

When did Affliction start making bikes? Bros don’t cycle, they’re all arms no legs.

LP
LP
10 years ago

Yeah, I am sure the guy who spend 8000$ on a road bike is looking for an extreme sport!

Speedy
Speedy
10 years ago

1997 just called. It wants its bike back.

Also…Microshift? Really? Well OK then.

Jason
Jason
10 years ago

Totally sick bro. Graphics like a Wal Mart kids bike.

JM
JM
10 years ago

Is Guy Fieri the primary investor?

Dans
Dans
10 years ago

HAHAHAHAHAHAH…….hahahahahahah……hahahahahahahah……………………..haha.

jacob
jacob
10 years ago

yeah a little over the top-but the frame looks really nice

Werdna
Werdna
10 years ago

Most bikes are beautiful enough without any paint at all. Those graphics scream cheap!

greg
greg
10 years ago

it’s also a me-too open mold frame, no “engineering” behind it besides what the factory does on its own. talk about playing it safe! and bright green- nope, never seen that color in every company’s catalog this year…

Jake
Jake
10 years ago

Ed Hardy is suing for copyright infringement as we speak.

MI...DUNES
MI...DUNES
10 years ago

Try not to make big business decisions while doped up in the hospital. Wahhh Wahhhhhh.

Ray
Ray
10 years ago

Is this a joke? It’s like some kid from the 80s bmx scene designed a road bike. Rad.

satisFACTORYrider
satisFACTORYrider
10 years ago

Wow. No “haters gonna hate” posts on this one. Everyone in agreement that this blows then.

Bogey
Bogey
10 years ago

Yikes, terrible graphics on the cheap looking bike and a awful logo too! Unfortunately someone put their time and hard earned money into this one.

lj
lj
10 years ago

I’m 32 and grew up skateboarding and snowboarding (still do both)..worked in the ASR industry for a long time. I work in the “lifestyle/fashion” side of apparel/footwear. I should be the perfect customer for this brand based on the description, but I would not be caught dead on this ugly bike. The graphics are def “ed hardy” “affliction” ish, and no one cool wears that crap. These dudes should have done some market research on actual cool brands. PS: tribal tattoo designs were never cool, unless you are a dueche or ultimate fighter.

Tropt
Tropt
10 years ago

“EDGE DESIGN” wheels. Nice…
Looks like a Monster energy drink prize give-away. Can’t wait to see this brand really take off.

Devian
10 years ago

I think its as good a shot as any.
ya, the whole Ed Hardy gig… I can only imagine.
I have a brother down in LA working at PowerPlant Choppers, Johnson Motors, etc…
the tribal look… ok… uh… makes me think of Trek Y-bikes, etc…
cool enough. as good a shot as any.

Personally, I’d like to see the industry refrain from massive graphics.
a plain bike is awesome, its easy enough to do your own graphic work, have it printed etc.
I think it sucks, when a bike is popping in logos, like NASCAR, i always want to repaint every bike.

Ryan
Ryan
10 years ago

Good for Josh! I did a ride with Josh several years ago at Jamestown, RI with the Cyclo-CLUB. It takes a steely resolve and perseverance to do something like this and he’s the guy with heaps of both. I wish him luck. Whether you like it or not, you have to admit what Broken Bones offers differs from the sea of sameness we are seeing in the marketplace right now…

G A R Y
G A R Y
10 years ago

Matte black with ghetto graphics… This could be a game changer or the Affliction shirt of bicycles. May want to hire new graphic artists.

randy
randy
10 years ago

I’m gonna get me some green tires….

Rasek
Rasek
10 years ago

Not \shattered.

The Rude Awakener
The Rude Awakener
10 years ago

To each his own I guess. Best of luck to the founder on his new business.

Most of us here are obviously NOT his target market.

RoDe
RoDe
10 years ago

Sorry I don’t get it. The frame made in Taiwan where else, was probably made buy some guy who looked though all the carbon molds he has for the one billion other brands he makes bikes for. So where is the extreme in that. Had he made it in the USA from new technology that he himself had engineered OK that is extreme.
But slapping children’s stickers on a bike doesn’t not make it extreme sorry dude.
I must agree with him that 99% of all bikes made have extremely dull and boring color schemes. But a black frame with stickers I hardly call that exciting.
But the best of luck to you sir I respect your entrepreneurship.

bonky
10 years ago

Looks like it’s marketed towards guidos..

I honestly dont get how someone could come up with this, how difficult is it to look at the more popular brands in skateboarding and bmx and base your graphics on what you see?

jdog
jdog
10 years ago

This bike is just like an Ed Hardy t-shirt. It makes it easier to judge the book by it’s cover. In this case the rider by his bike.

Luke
Luke
10 years ago

I probably am his target market (24, also a mountain biker, rock climber, likes “rad” stuff) and find that bike absolutely abhorrent. It is just like the Ed Hardy stuff, which is revolting. Me, and the people I ride with, like our road bikes to be stylish. Stylish can mean bright colours, but it doesn’t mean opening clip art and copying and pasting tribal stuff and “metal” logos.

And, as above, Microshift? Really?

Luke
Luke
10 years ago

And, for reference, here’s what other “extreme” sports are doing design wise. Clean, crisp, fresh graphics. Not swirly tribal guff.

http://www.boardwise.com/images/Product/medium/5771.jpg

Yeahaaa!!!_
Yeahaaa!!!_
10 years ago

All that frame is, is a cheap Chinese frame. It looks like a FM015 isp with a Neco headset. They’re nice frames dont get me wrong but hes charging too much im sure.

bob
bob
10 years ago

Just wait until one of the “extreme crowd” get on this thing and realise it has to be pedalled. Not just down hill either.

Good luck. Not for me, esp the graphics. Aside from that it is “traditional, except for the microshift. And calling a carbon bike model “fracture”. Really, is it April 1st? I suppose the line of models will be cracked, broken, severed, failure,..

michael
michael
10 years ago

What is so “exciting, dangerous and breathtaking” about this bike?
It looks like another cooking cutter Asian made frame, with cartoon graphics.
Wouldn’t waste my money on this.

Igor
Igor
10 years ago

Douchebags don’t ride bikes. Do you think boys from the Jersey Shore would buy one?

Mitch
Mitch
10 years ago

Yeah, that’s the same frame as a Chinese FM015. Any guy off the street could build that same bike, sans the ugly paint, for under $2k without having to get bargain deals or know anybody.

Hungry4Shht
Hungry4Shht
10 years ago

Miracle Trade.

Chris
10 years ago

A little harsh.

Tropt
Tropt
10 years ago

“Douchebags don’t ride bikes.”
ahhhhhhhhhhahahahahahaha

Matt
Matt
10 years ago

What a great way to sell bikes… remind everyone of the potential dangers surrounding the sport. Ah well, if it doesn’t work out he can come back an rename the brand Road Kill. I’d rather walk than be caught dead on this.

bc
bc
10 years ago

$3100 for an open-mold carbon frame with Nashbar brand components on it? You’re out of your friggin’ mind. $3000-$3500 buys you an “original” (rather than open mold) carbon frame with full-Ultegra components from virtually every major manufacturer.

Also, this bike looks like Michael Ball’s vomit.

gibbon
gibbon
10 years ago

I bet Ritte are quaking in their boots now……….

Mandingo
Mandingo
10 years ago

Please make it stop.

JimmyBoots
JimmyBoots
10 years ago

@RoDe, we would be so lucky if this bike was built in Taiwan. Taiwan has much higher build standards and quality than China has ever been known for. Taiwan is kind of like the new Japan in that sense. This bike of course is out of China and probably being produced by Hong Fu or one of the many other manufactures out there. Most bikes today are built in China so there is nothing wrong with that. The difference is, companies like Cervelo, Trek, Cannodale, etc, etc, etc keep a close eye on their outsourcing to make sure quality is up to their standards. A small company like Broken Bones, Ritte, Pedal Force or the dozens of others that are out there gamble on a completely safe, up to standard bicycle. I am sure Josh or one of his employees isn’t over at Hong Fu or wher ever the bike is being produced and keeping a close eye on manufacturing standards. I know for a fact one of the big three has guys over in Asia at least every other week (and probably has full time employees over there as well) checking on QC. Other than that, I hope he does well. I am definitely not a fan of the graphics or the ISP.

Ventruck
Ventruck
10 years ago

One really looked in a magazine and thought bikes were too” safe” and “traditional” looking – although 18 year olds always dreamed of such bikes? And then to solve that non-existent problem, this guy has an overpriced setup of his own ugly rides consisting of a cookie cutter frame and Microshift components for $3100? Top it off with some unoriginal marketing regarding how responsive and smooth it is at the same time…yep, shattering expectations.

highfructosecorn
highfructosecorn
10 years ago

Guys, admit it. It’s genius. He’s targeting the hipster wall art market with something to hang on the wall opposite that minimalist, retro, never-ridden fixie. Hipsters LOVE irony. Especially when it’s not really irony. That just makes it more ironic.

JT
JT
10 years ago

YO BRO!!! did you catch that beta party last night Ed Hardy and his bike was there!!

B
B
10 years ago

Learned two things from this:

1. The bikes aren’t my taste visually.

2. Cyclists that read Bike Rumor are apparently as rude and douche-y as the subjects (hipsters and bros) of their bigotry. You can say something isn’t your style without being a dick about it, if you have it in you.

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