Fezzari Bikes, which launched in 2005, is changing its name to Ari Bicycles. The new name holds more meaning globally, and is universally easy to pronounce, something the original didn’t always accomplish.
“Ari is and will continue to be built upon the DNA of Fezzari, and you will continue to see it in every detail down to the name,” said Chris Washburn, CEO and founder of the newly named Ari Bicycles. “Our business model centers on providing custom-fit bikes, top-tier quality, and savings to every rider through our direct-to-consumer approach, and we will continue that under the name Ari.”
When I interviewed Chris years ago, he said the original name was intended to invoke a sense of flair and style, like Ferrari. But otherwise, it had no real meaning. Ari, however, means “to exist or to be” and carries positive meanings globally. That perfectly aligns with their team’s core ethos of “Be in the Moment”, too.
Ari has eight new bikes coming in 2024
Starting off with the new Nebo Peak, their first lightweight e-MTB (click that link for full details), you’ll see them launch a wide range of new and updated road, mountain, and other bikes, too. Look for those to start trickling out in mid March and continue throughout the year.
In the meantime, they were selling off existing models for a heck of a deal to clear out bikes with the old branding. New bikes will ship out with the new Ari name and branding on it, as shown here.
