Atomlab founder bucks consumer-direct trend with dealer-focused TOR MTB line

This just in: direct-to-consumer product delivery models are taking over the world. Unless you don’t have the internet (which you do, because you’re reading this), you know brick-and-mortar retail is fading.

But one innovator’s taking his new mountain bike parts line back to analog. TOR Cycling launches with a dealer focus and an emphasis on shelf appeal. The enduro and trail MTB component builder also boasts a focus on wheels, using asymmetrical shapes and straight-pull hubs to stand out.

You might be familiar with the man behind it all: it’s Mike Flaherty, the founder of Atomlab and previous art director for Decline Magazine.

“Dealers don’t need another brand, they need margin, easy ordering, and products with the right spec and great visual allure,” TOR stated in a release.

Flaherty expanded. “[T]here is a massive, nationwide network of dealers looking for good margin and product with enough shelf appeal to compel in-store sales. TOR’s goal is to make the order process easy and provide the look, quality, and specs that customers are already looking for,” he said.

TOR Cycling dealer portal and array

To do it, the brand launched a website with a dealer-specific portal. After a successful account application, they’ll get access to dealer pricing, tailored equipment packages, volume discounts, and more. TOR also seeks to deliver photos and the specifications shops need to inform their purchasing.

There, they’ll find the cockpit components the brand initially launched and the pedals, wheels, headsets, and tools it went on to develop. It’s hard to deny the shelf appeal TOR tried to imbue the parts with. Bright anodized accents and strong lines stand out.

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TOR Example: The TR150 hub

The TR150 hub gets its name from the 150 point engagement, which works out to 2.4º. It’s available in QR/142 or Boost spacing with a SRAM XD, Shimano 11s, or Shimano MicroSpline freehub.

A full Tor build is possible, starting with TOR’s T302 stainless straight pull spokes in sizes 265, 267, 269, 285, 286, and 288mm. TR37 asymmetrical carbon rims complete the loadout. The tubeless-ready hookless setup accommodates a 30mm internal width.

TR150 Hubs

• PRECISION SEALED BEARINGS

• 150-POINT ENGAGEMENT SYSTEM (2.4 DEGREES)

• XD, SHIMANO 11sp, OR SHIMANO MicroSpline CASSETTE

• FORGED & CNC MACHINED HUB SHELLS

• 28 OR 32 HOLE / IS-6 DISC MOUNT

• CNC MACHINED, 7075 AL CASSETTES & ENDCAPS

• REAR: BOOST OR 12×135/142

• FRONT: BOOST, 15×100, OR 12×100

• BOOST REAR = 390g / BOOST FRONT = 142g

FRONT – $119.99 / REAR – $244.99

TOR also offers those 150 hubs as part of complete wheelsets in either the TR37 Carbon, or TR35 Aluminum. That number refers to the outer width of the rim, with both wheelsets running a modern 30mm inner width.