Fezzari Bicycles Announces Strategic Brand Evolution to ‘Ari’

Along with 8 All-New Bikes to be Launched This Year

Fezzari, a renowned leader in the bike industry, today announced a significant brand evolution from Fezzari to simply Ari (pronounced “Ahh-ree.”) The name change from Fezzari to Ari is a reflection of the company’s global vision and goal to Create Exceptional Experiences” one rider at a time.

“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.”

Award-Winning Fezzari to Continue with Ari
Fezzari has won several ‘Bike of the Year’ awards, racing championships, world records, as well as holds the bike industry’s highest customer satisfaction ratings at an impressive 4.9 out of 5 stars.

The Global Meaning of Ari
Dropping ‘Fezz’ from Fezzari and evolving into Ari seamlessly aligns into its core ethos of “Be in the Moment” because the name Ari means ‘to exist or to be.” The name also carries positive meanings globally and is easy to pronounce in virtually any language.

The Present & Future of Ari Bicycles
Ari will launch multiple, all-new bike models in 2024 and continue to lead with the same ‘Bike of the Year’ innovation it did under the name Fezzari. Among the fleet of new bikes coming down the pipeline this year, today Ari announced alongside the new branding a couple of the new models, one of which is the Nebo Peak.

Nebo Peak: Ari’s Lightweight All Mountain/Trail E-Bike
The Nebo Peak takes a unique approach to lightweight full-suspension ebikes challenging norms and elevating performance standards. Featuring a fully integrated carbon frame with 140mm rear / 150mm front suspension, Nebo Peak balances weight, durability, and agility, offering riders an unparalleled experience in climbing, descending, and maneuverability.

Powered by the quiet and efficient Fazua motor system, Nebo Peak delivers up to 37% more range than comparable e-bikes, with a 430Wh battery integrated into its frame. Frame geometry adjustability, lowest standover height in Ari’s full-suspension line up, and intentional build choices underscore Ari’s commitment to customization, durability, and rider satisfaction.

For more information about the Nebo Peak, check out our Dissected Feature.

To order go to visit aribikes.com/nebopeak