Ride It started as a simple phrase shouted between riding mates on the trails.

Whenever someone rolled up to a feature they weren't sure about, somebody would inevitably hauler... "ride it!"

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It wasn't about being reckless. It was about believing in yourself, pushing past doubt and taking on a challenge that felt just outside your comfort zone.

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When Enduro racing exploded onto the mountain bike scene, the name Team Ride It felt like the obvious choice. Being a Graphic Designer, Ally created a logo, had some t-shirts and jerseys produced and the team was born. Ironically, a heavy crash meant he missed the debut race, but during a year long recovery period a bigger idea began to form. Why not turn Ride It into a brand that other riders could be part of too?

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What followed was an incredible journey.

Over the years Ride It grew from a small idea into a recognised mountain bike clothing brand, supplying riders, teams, clubs, bike shops and events across the UK and beyond, including a certain Californian legend at Red Bull Rampage.

 

Along the way we learned new skills, built partnerships, overcame supplier issues, adapted to changing markets and continued pushing forward through challenges including injuries, epilepsy and the disruption caused by Covid.

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Like many businesses in the cycling industry, Ride It was heavily affected by the pandemic and the difficult years that followed. The mountain bike market changed dramatically and, eventually, Ride It was put on hold while Ally returned to full-time employment.

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But that was never the end of the story.

In many ways, that period helped reveal what Ride It was always really about.

You see, mountain biking wasn't the first challenge Ally had to overcome.

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As a young child he was quiet and lacking confidence because he was constantly told by a teacher that he was stupid. Day after day, year after year, negative words became part of how he saw himself. Despite being a well-behaved kid with plenty of ability, those experiences left a lasting impact that followed him into adult life.

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It was years later, through taking on challenges, building a successful business and pushing his own limits on the bike, that those old beliefs finally began to disappear. Every new trail, every scary feature, every race start line and every business challenge helped build something that had been missing for a long time:

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Confidence. Self-belief. Resilience.

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That's why Ride It is evolving.

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Today, Ride It isn't just about mountain biking apparel. It's about the mindset behind the name.

It's about taking on challenges, whether that's riding a trail you've never attempted before, starting a business, changing career, rebuilding your confidence, improving your health or simply taking the next step when life feels difficult.

The bike is still at the heart of who we are.

 

Mountain biking teaches valuable lessons about fear, commitment, persistence and progress. But those lessons don't stop when the ride ends.

Our goal is to build a brand and a community that celebrates people who keep moving forward. Not just elite athletes and racers, but everyday people facing real-world challenges and refusing to give up.

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Of course, we'll continue creating products for riders because that's where Ride It began and the mountain bike community will always be our home. But going forward you'll see a greater focus on the stories, values and mindset that inspired the brand in the first place.

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Because the message has never really changed.

When you're standing at the top of a trail, facing a challenge that feels intimidating, there comes a point where you have to trust yourself, commit and go for it.

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The same is true in life.

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Ride It.