As founder, I based ellsworth products on what I wanted to ride, and was proud to put my name on. The materials we use, the processes we employ, the type of tooling we use to get the results I’d be proud of inside and out—every single process, every single material, and of course all the implementation of the design is personally overseen or created by me. The results are designs that are beautiful in their simplicity and satisfying in their execution and performance.

Tony assembling a frame for the President of the Philippines

As I look today at my “competition”, most are “pseudo boutique” in that they have a team of engineers and product managers, and make stuff in China or Vietnam, that ships into a major port in a container and is fulfilled directly out of a warehouse without the product manager, or engineer who designed it every really laying eyes on the production frames that a customer gets. These are US companies, who have successfully marketed themselves as boutique, but really are mass producers, just like the big guys. Some of these are fine bikes. But at Ellsworth, each bike is seen, and assembled less than 20 meters from my desk. Each assembly is inspected and reviewed and assembled by me. I RIDE each new part that goes into a frame, or a new frame for over a year, paying attention to details in ride quality, character, and performance, and tweaking the details of the frame before they become available to the customer.

Material—over the years, I’ve said, it’s not the material, it’s what’s done with it. You could see a Master Chef saying the same thing. The ingredients must be pure, real, fresh, then the process of cooking must be flawless, and properly executed—then the result is a culinary delight. I feel the same about the bike frames. The ingredients, materials must be the right one for the job, with proper properties, then the processes and tooling must be perfect, and must be repeated perfectly. Each Dish (Frame) is a masterpiece of performance art…

We keep all sub components in stock, and build to order each frame (Configuration, carbon component and axle options), in the colors (frame, machined components), Travel (Truth, Evolve, Evolution are available in 100 and 120mm configurations, and the Evolution in 100, 120, 140mm config). Then Component configuration, we maintain an inventory for 2013 of the SRAM x-9 component group, the Shimano XT, and the Geek Race Kit, with highly analyzed components to get a durable and light race kit on the bike—a truly internationally sourced work of art regardless of cost.

Each independent bike dealer, or customer can go online to configure his or her machine to his custom design and use—

The Independent Bike Dealer does a pro-level build on each bike and develops a relationship with the Ellsworth owner that lasts. Ellsworth owners have a habit of bringing their friends into the shop. Our owners satisfaction rate is as near 100% as we can assess—these people like to share their passion and satisfaction with friends. And that process and experience is what has made the Ellsworth Brand Boutique and special for over 20 years.

What upcoming bike technology and products do you have in the pipeline?

I generally don’t talk about what’s in the pipeline, as it has a long road of over a year of testing and scrutiny to make it into end product offered to the public. We do however have some very exciting new frames, and developments in store for this trade show season.

A new Epiphany 275, featuring the geometry and wheelbase of the beloved and internationally acclaimed “holy grail of trail bikes” Epiphany with the 26” wheel.

The Epiphany 26, Moment, Evolution, all are available with the 12 x 142 rear axle, with a new Aerospace Carbon Shockstay which increased stiffness by over 200% and drops unsprung weight by 100 grams—affording a better handling bike, AND more responsive suspension with the lower unsprung weight.

The Truth will be available in a LT (Long Travel) option for 2013.

What is Ellsworth’s biggest goal for the future?

Have more people experience the difference of the Ellsworth Trifecta od Design Imperatives—Energy Efficiency, Increased Traction and Control, Reduced Rider Fatigue. These bikes are the real deal. We’re a small company trying to make a big difference in the lives of the owners of our bikes. We spend more on our aerospace quality materials and don’t take cost saving shortcuts in the processes—we operate on smaller profit margins, so the customers that are lucky enough to experience our bikes, have to put in some effort to find us. I’d like to do a better job of getting the story out there so more folks can “Ride & Know”.

Tell us a little about what you have done to reduce the company’s carbon footprint.

In 2004, I built a one of San Diego’s and the bike industry’s first sustainable headquarters.
We have a wind turbine, solar panels, on a geothermal coupled, non forest product built building. We actually put electricity up on the grid during the day when our electric company is begging for other businesses to reduce their consumption between 11:00am and 6:00pm.

Tony installing the base of the company's wind turbine

We recycle all our transport packaging. We make our shipping materials from recycled material. While it was available we operated all our demo vehicles on Bio Diesel.

Anything we can think of, we like to do. We believe that doing something to some extent is better than doing nothing, because it’s inconvenient and it’s not that impactful. Everything each of us does that makes even a smaller difference, makes a big difference when we all do a little thing.

It was my hope at that time to set an example for bigger companies with and even bigger carbon footprint. There was a flurry of this conciseness before the recession. I hear less focus on it now, I think everyone is struggling and when things are tight, there’s less time and money to work on new ways to build to reduce the carbon footprint, but we love that we do—I was called a renaissance man in 2004. I hope that was a positive thing—and it helps us all, as citizens of the planet to increase our awareness and commitment in practical and efficient ways to simple reduce, reuse and recycle in an way we can.

Some of your contemporaries have sold their brands. Have you ever considered this option? What does this mean to those respective brands in regards to their founder’s input in design?

I give very little thought to this, actually. I suppose after 22 years of this, I should be considering an exit plan. I love what I do, and I believe I’m just getting really good at it. I would sell, if I believed there would be a synergy between my vision to make a difference in people’s lives, and a new shareholder, or another shareholder that would have complementary skills to help make it happen. I love what I do, the creating of artwork that performs in such a real way. Riding with Ellsworth Owners, seeing how the performance is appreciated and makes a difference in how people enjoy their riding experience and new trails, cleaning challenging terrain in a way they may not have thought possible. This is very rewarding. My weakness is in operations and administration of the day to day of business. I believe I’d sell if I were convinced there would be a synergy that would further the part of the business I love.

It is obviously cheaper to produce items in China, why does Ellsworth continue to ‘handcraft’ their bikes in the United States?

Material Quality, Process control, Process integrity (not changing because they have no idea why that process what implemented—they don’t ride), supporting our own manufacturing economy in the United States—when we keep our money in this country, we help our neighbor, or our neighbors friend. We are not as far removed from the prolific outsourcing of everything to China and Vietnam as we might feel sometimes.

Cheap labor is an illusion, when you consider the cost to our own economy—our neighbor—and the quality we are denied by compromising craftsmanship for lower costs.

I also value being able to discuss with my craftsmen in the language of our fathers…it’s way more likely that I can make them understand why we insist on a certain process or certain material. The further removed you get from your craftsman, the further removed your design intent is from the finished product.

Even the Components we do source Internationally, come from small studios, not huge factories, are received in San Diego individually, QA’d when received and assembled and checked by us on our check tools in San Diego before being mated to the made in the USA components of the frames.

Stronger Faster Healthier introduces home diagnostic test to answer the question.

August 7, 2012 | Warren, Maine

Omega-3 is an essential fatty acid that is vitally important to human health. Omega-3 is not manufactured by the body and must be obtained through food or supplements. Studies have shown that high concentrations of fish oil can be used to dramatically reduce inflammation and chronic pain, assist in weight loss, improve general blood chemistry and overall health. Moreover, clinical research has shown that omega-3 fatty acids can help lower the risk of heart disease, lower triglycerides, and may have positive benefits against cancer, MS, bipolar depression, ADHD and Alzheimer’s.

“Virtually every legitimate scientific study has shown that omega-3 oils have multiple health benefits,” said Dr. Jeff Leighton, Chief Scientist, Stronger Faster Healthier. “The unresolved issue is dose needed for maximum benefit.”

“We are excited about the introduction of our Omega-3 Index assay to our scientifically based product line,” stated Patricia Leighton, Director of Sales and Marketing. “Our at home diagnostic test is very reasonably priced ($99.99), easy to use and your results are back to you in approximately five days. Similar kits on the market range from $125-$200 for this level of testing.”

“The Omega-3 Index assay is a game changer,” added Dr. Leighton. “No longer do we Dose and Hope. With the Omega-3 Index assay, everyone can Dose and Know.”

This assay is an important step toward developing Personalized Nutrition Diagnostics that will allow everyone to understand the benefits of diet and effective supplementation. For optimal benefits, individuals should have concentrations of omega-3 fats in their cell membranes between 10 and 12%.

Once a baseline concentration is determined, corrective action can be taken with the Stronger Faster Healthier line of Super Omega-3 Oil (SO3). For variety, the SO3 comes in five flavors: Tangerine, Lemon, Mint, Vanilla and Chocolate.

For more information on the Omega-3 Index Assay or Super Omega-3 Oil, CLICK HERE.

About Stronger Faster Healthier:
Founded in 2010, SFH produces natural products of the highest quality by applying science and medicine to the design of each product. Their core products emphasize the treatment of “silent” and established inflammation and on muscle development to enhance metabolic rate, increase energy, manage weight and improve recovery rates from exercised induced activities. www.strongerfasterhealthier.com

Updated 2012 Dare, Fresh Enlightenment 29 and a Brand New Carbon Shock Stay

April 13, 2012 | Ramona, CA

“We are excited about our new and enhanced products heading into 2012,” stated Tony Ellsworth, founder of Ellsworth Handcrafted Bikes. “We have made significant updates to the Dare and Enlightenment while creating a brand new Carbon Shock Stay.”

DARE: Based on feedback from Ellsworth World Cup Downhill Racer, Jack Reading, and other Ellsworth downhill racers, Ellsworth has updated their downhill model, the Dare. The limited edition 2012 Dare includes a slacker head angle (64°), an extended top tube length and a 30.9 seat post. In addition, Ellsworth added a tapered head tube to allow for an adjustable angle set. The limited edition Dare will be available in late spring and only 24 frames will be produced in the United States.
Frame and Shock MSRP: $2795
Complete Bike: SRAM x9: $5695 and Shimano SAINT $6695.00

Enlightenment 29: For 2012, Ellsworth has updated their carbon hard tail, the Enlightenment 29 with new graphics and new internal tubing – making the frame stronger than ever. Ellsworth’s advanced carbon manufacturing process results in over 200% increased compaction throughout the frame and the lower voids resulting in a beautiful and strong frame – inside and out.

“The Enlightenment has been an incredibly successful model for Ellsworth racers,” exclaimed Summer Henderson, Ellsworth Marketing Director.

Tamara Donelson currently holds the X-Terra Amateur World Championship title and Ellsworth Racer Miguel Valadez is headed to the Mexican Nationals on the 26” version. Due to the rising demand for 29ers, Ellsworth has opted to focus on the 29” version moving forward and will discontinue the 26” version of the popular hard tail.

Additional changes:
The Enlightenment will be offered with interchangeable dropouts, will ship with multi-gear, but optional horizontal dropouts will be available.
Internal cable routing and compression grommets have been added for brake housing to ease installation and reduce internal rattling.
Frame MSRP: $1995
CompleteBike: Starts at $4095 with SRAM X9 up to $6295 for XTR

Ellsworth Carbon Shock Stay: The Ellsworth design team has been busy perfecting their carbon manufacturing and kicking the season off with a brand new carbon shock stay that shaves off an additional 100 grams from the already super light aluminum frames. In addition, the shock stay has 142 mm rear spacing for a stiffer and stronger ride.

The shock stay will be available as an upgrade for the following models: Epiphany, Moment, Evolve and Evolution. The shock stay will be available May 1. Pricing to be determined.

Learn more about Ellsworth Bikes at www.ellsworthbikes.com.

For more information/specs or images, contact Clay Abney at No Boundaries Media at clay@noboundariespr.com

About Ellsworth Handcrafted Bikes
Established in 1991, Ellsworth Handcrafted Bicycles is the designer and manufacturer of the highest quality mountain bicycles in the world. Ellsworth is a committed US manufacturer, actively engaged in social responsibility and sustainability as a company. The company is known for its authentic boutique, craftsman-style approach to bike design and manufacturing and is the holder of multiple design and utility patents worldwide. www.ellsworthbikes.com