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New Deity Components Website Up and Running

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Always intent on keeping it fresh, Deity’s long anticipated new website is finally up and running. When Eric Davies started the small rider owned component company back in 2004, all he knew for sure was that he wanted to make the parts that he wanted even if it took awhile to get there. Eric is very proud (and rightfully so) of the fact that he started with an extremely modest amount of funds, and to this day has operated with out any loans, investors, or partners! It’s been all Deity all the time.

Deity’s product line has seen a steady amount of growth and improvement since their first bar, stem, and crank set came on the scene almost 6 years ago. I have always lusted after the uniquely Deity powder coat black, white, or grey parts ever since I first saw them in a mountain bike mag. It was from that point on that my dirt jump/Ray’s bike has always had at least two deity parts on it at all times. Are there other parts out there that are lighter, cheaper, or more advanced? Sure, but I was never able to find parts that truly fit my need that came from a company that was as stoked on me riding as they were. Due to unwavering support from their fans, Deity has been able to expand and really improve their parts to the point that in many aspects they are extremely hard to beat. Deity has released the third iteration of their very popular Vendetta Crank set that I would love to put on my bike, the only problem is that after years of extremely hard riding on my original Vendettas (with Ti spindle), are just as strong as the day I bought them! In fact, every Deity product I have ever purchased is still in use today as I try to spread the love with my old parts. The fact that the parts were still usable after being thrashed on, meant that the parts allowed me to help some friends build up some DJ bikes and get them into a style of riding that they otherwise wouldn’t experience.

Really much more than just a company, Deity is truly rider owned and all about the riding community. It shows in the fact that I have never experienced better customer service when dealing with them on the phone. I am still surprised when Sadie calls me up at the shop and remembers who I am and always asks how my riding has been. That kind of attention in the bike industry is getting pretty hard to come by. Be sure to check out their new site, and if you are in need of more convincing that Deity’s best is yet to come, check out the letter from Eric after the break!


Phase one of the massive deity revamp is underway with the launch of the all new anticipated deity site. Feature rich with comprehensive technical information and countless detailed images, the new deity site showcases the evolution of their product line and company as they enter their 6th year as a business and proudly introduce the best work they have done to date. A small rider owned, operated, funded, and designed company, deity is the product of owner Eric Davies’ 15 years of industry experience and his desire to create a company that directly reflected his passions, influences, and desire to have a direct relationship with their ever growing loyal customer base.

Founded in 2004 on a minimal amount of funds, deity has operated, since day one, without debt, loans, investors, partners, or anybody else’s input in the company’s direction. In this day and age this business practice is rare and has kept complete creative control in the hands of deity, but at the same time forced deity to be calculated with their growth, product development, and what they could or could not do. After relocating to their new massive compound in Idaho a year ago, the additional space finally allowed deity to set forth on plans that have been more than two years in the making.

“We were only able to do so much when deity started in 2004. I had $15,000 and to effectively start the brand, had to maximize every penny even though it limited what I could do product wise. I had never been completely satisfied with our product line, but had to be patient, slowly improve what we did, and save every dollar to invest back into the brand, tooling, and molds. To finally enter 2010, have the space to expand, and move forward on tons of products we have been eager to get out to everyone, is extremely exciting for us and will lead to some interesting developments over the next 12 months. We are finally going in the direction I originally envisioned for deity and after spending over two years restructuring our product line, going to the drawing board, and focusing on key products, I know we now have some of the best products to offer this market and the new site is only the start.” (Eric Davies, Owner)

The foundation of the new deity site is built on almost a thousand pages of content, information, resources, and with numerous detailed product pages, accessing technical information, images, and education on the product line has never been easier. Offering a clean and simple graphical interface, the deity site represents an elegant presentation to the company and with the input, requests, and feedback from riders like you…the new product line delivers dozens of new products that mark the beginning for deity’s future plans.

With some of the new deity products finished and tested over a year ago, patience allowed deity to take their time and proceed with a focused real world product development and abuse program that in some cases, led to numerous changes, refinements, and molds with the end goal, to release the best product line possible. 90% of the old product line has been eliminated with the introduction of the full new collection of parts and with plans to change the remaining 10% by next year, product development is happening at the deity compound on a daily basis.

“We listen to everyone’s feedback whether you run our parts or not. I was eager to dive into the line up and not modify existing parts, but scrap them and start from the bottom. This allowed us to invest into multiple molds, expensive tooling, better materials, and new processes in manufacturing to create products that should have been what we made since the beginning. It was not only the technical manufacturing processes I focused on, but even the simple things such as moving away from powdercoating every part, playing around with new finishes, and bringing an identity to every part we make. The amount of prototypes we made of a part was staggering. Some of the parts went through 4-5 changes over two years and each proto was beaten by the best to put it through the rigors of real world riding alongside machine stress testing and computer analysis (which is never as thorough as 12 months of dedicated brutalizing of a part by a hard rider). In the end, we did not want to rush a single part, we were not desperate, and we knew we needed to do it right from the start. It takes time, but it is far better than making a sample, marking off on it, and putting it out for all of YOU to test. That just does not make sense.” Eric Davies, Owner

Impossible to cover in one press release, the new expanded deity collection is briefly covered here showing only a small portion of the new offerings as detailed information on all of the new products can be accessed via the new site, future magazine and web site tests, product features, and upcoming press releases. Focused on multiple development goals such as strength, weight, options, compatibility, and more, the new range brings deity into the forefront of the scene with the introduction of 5 new handlebars, direct mount stems, 2 new pedals, new DJ Saddle line, new DH Saddle line, all new Vendetta 3.0 crankarms, new line of spindles, External BB kits for 3 piece cranks, new End Plugs, Grips, Limited Edition Color series, new Softgoods collection, and more.

Available in late June, make sure to visit the deity site for detailed information on each new part, the all new softgoods line which is available now, and the expanding deity roster of riders. With their new blog launched 2 months ago and their presence on Facebook, you can expect to see daily updates on new products, multiple contests, and features on the people that influence and inspire the company. In celebration of the new deity site, bookmark the deity Blog for upcoming contests that will allow you the chance to win either a Fantom DM stem, Decoy LT pedals, or a softgoods package throughout the next two weeks.

Welcome to the new deity!

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13 years ago

Not to be a jerk, but the cranks are virtually the same as Demolition BMX’s, I’ve seen their seatpost on at least three other company’s bikes, and their seats are a nice design on a stock Velo design. There’s nothing unique or innovative here, just an owner who’s stoked on Mountain Bikes and ordering his generic parts from the same factories in Taiwan as most of the rest of the BMX and MTB companies that operate on this business plan.

The cycling industry is cluttered with dozens of these cookie cutter companies. Unless you’re just running press releases verbatim, get excited about parts that actually are different and innovative, and if possible made in America, such as Chris King, Industry 9, or Profile Racing.

10 years ago

WOW, those are really boring companies with terrible websites. Some people like their bikes to look good. Chris King might make some damn good hubs, but that’s all that I saw. Companies like Deity, DMR and Spank might not be the most innovative, but they are good parts and look sick. If I’m going to get a hub or bottom bracket, then fine, i’ll look into a better quality company(If they even are), but if I want a stem, bar, saddle, or pedals then I’m going for style.

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