AJ Alley expected to be a “one and done” triathlete. For his first sprint triathlon, he borrowed some pieces of gear he needed, improvised others, and rode the same bike he used to commute to classes at Willamette University, where he was studying law.
“It was a way for me to take a break from studying and working, but still feel like I was being productive and not just sitting on the couch watching Netflix,” says Alley. “I’m a strong believer in physical activity alleviating mental strain, stress and tedium.”
But what started as a lark became a full-on obsession the minute he crossed the finish line. “I was completely hooked. I’ve always loved speed. In high school, I was a ski racer, and I still have that little speed demon in me. When I raced in my first tri, I got that feeling all over again.”
But there was one thing that quickly put the brakes on his racing ambitions: The price. When he sought out to upgrade his commuter bike for a more tri-friendly rig, he realized it just wouldn’t be possible on his law-student budget. “I couldn’t believe how expensive everything was,” says Alley. “I couldn’t understand why tri bikes needed to cost this much. I wanted to do something about it.”
First, Alley began cold-calling carbon fiber factories and component manufacturers. He soon discovered a wide discrepancy between the actual cost of a bike and the retail price. The more information he got, the more he realized a high-quality, fast, aero tri bike didn’t have to be an extravagance. In fact, it could be something the everyday athlete could afford.
This epiphany inspired Alley to launch A2 Bikes (pronounced “A-squared”). The flagship design of A2, the carbon-fiber Speed Phreak, retails from $1,599 for the frameset to $2,299 for a fully-loaded set with wheels. Even though the bike is priced lower than many carbon-fiber designs on the market, Alley knows that amount can still be a hindrance for many new triathletes. To keep sticker shock from dissuading new triathletes, Alley came up with the T3 program, which allows triathletes to make monthly payments (starting at $85 for a base-package Speed Phreak with Shimano 105 groupset) for a total of 18 months. “We strive to be affordable and allow access to triathletes that didn’t know they could afford a new tri bike.”
At the conclusion of the 18-month payment period, during which one can race and ride their A2 as much as they want, owners are given the option of trading in their A2 bike for a new, upgraded one. Alley compares this program, called T3, to the model utilized by many cell phone companies:
“How many times have you bought a new phone, only to have the company release a new version soon thereafter? It’s incredibly frustrating after you’ve saved up your hard-earned money to purchase your product, and it’s out of date before you’ve even really had a chance to use it! T3 was born out of that frustration.”
This gives A2 customers access to new developments in the frame, upgrades to the groupset by Shimano/SRAM, or new paint scheme without hassle of selling their previous bike.
“A lot of times, when we buy a new bike, we keep the old one for years and years, just letting it gather dust. The problem is people just don’t know where to take their bikes to re-sell them. With our T3 program, we take care of it.”
A2 partners with Red Truck to sell what they call “pre-loved” bikes for an even more affordable price point. This is something that once again feeds into Alley’s belief that triathlon gear should be accessible to everyone who wants to take on the sport:
“Every triathlete should be able to get a fast, and aesthetically pleasing bike for an affordable price.”
IRONMAN 70.3 Oceanside marks the launch of their new flagship frame, the Speed Phreak.
A-Squared began with the idea that a fast bike shouldn't have to cost so much. When founder AJ Alley was looking to buy his first triathlon bike, he couldn't believe there were no models that fit his price range. He was inspired to do something to change the industry. After traveling to Taiwan and spending weeks visiting factories and discussing the future of cycling, A-Squared was born. Their mission is simple: deliver high-quality, carbon fiber bikes at great prices.
The IRONMAN 70.3 Oceanside triathlon marks the debut of the A2 Speed Phreak. From the materials to the design, Alley and his team thought of everything. The Speed Phreak was meticulously crafted—from integrated aero stem to Shimano derailleurs to an FSA crank—it balances low cost with maximum value.
"We're excited to see the Speed Phreak out on the famous IRONMAN 70.3 Oceanside A-Squared Bike Course," said Alley. "We specifically wanted to be a part of this race as it sets the tone for the North American IRONMAN 70.3 triathlon series, simply put, IRONMAN 70.3 Oceanside comes first in the season, and that's what A-Squared is all about, coming in first."
"Triathletes demand the best from their equipment. A-Squared provides an exciting new alternative to the bike costs they've come to expect—without sacrificing quality," said Cameron O'Connell, Senior Director of North American Sales for IRONMAN.
A-Squared is focused on bringing the fastest bikes to market, at a reasonable price. The Speed Phreak is available exclusively through the A-Squared Online Store.
Originally from: http://www.ironman.com/triathlon/news/articles/2017/02/the-monday-round-up-2.20.aspx#ixzz4to34PMY9
Thursday, August 10, 2017
A Lake Oswego man set out to create a more affordable bike suitable for triathlons.
TIMES PHOTO: JONATHAN HOUSE - A-Squared Bikes founder AJ Alley with one of his lower-cost triathalon bikes.
AJ Alley, 31, of Lake Oswego signed up for his first triathlon several years ago as a way to "blow off steam" while studying for the bar exam.
By no means a self-described runner, bicyclist, or even a swimmer, he dove into the swim/bike/run event and, for Alley, the rest was history. He was hooked and ready to upgrade from road bike to something more aerodynamic but balked at the price of the triathlon bikes at a local shop. With a small child at home, a mortgage and law school tuition, there was no way Alley could drop $3,000-plus on a new bike. But more importantly, he didn't believe they needed to cost that much.
Thus began his quest for an affordable, yet competitive, entry-level triathlon bike.
In the exploratory stages, Alley initially focused on the idea of building less expensive components, particularly aero bars — handlebar extensions that allow the rider to lean over the front wheel in a more aerodynamic position. But a week spent in Taiwan visiting a number of factories quickly led to the realization that the bare minimum just wouldn't make the cut; if he wanted to make triathlon bikes more financially accessible, he would have to jump in with both feet and create a whole new bike from scratch.
"It was absolutely the right decision and I've had so much fun doing it," Alley said with a smile.
His company, A-Squared Bikes, currently has one model available and, from where it stands stationary in his Tualatin office, its sleek geometry and wicked paint job exudes formidability. Aptly named the Speed Phreak, the economical triathlon bike features a stiff, carbon-fiber frame with bars that are airfoil-shaped — wide and flat, like an airplane wing — rather than cylindrical. For an entry-level bike, the Speed Phreak has a streamlined build throughout. Even though the bike only costs $1,899, "it looks like a ten thousand dollar bike," he said.
This is important to a racers' confidence and performance, as Alley explains it, "When you get on a bike that looks like it fits with all the other bikes on the bike rack, it makes people feel better."
So, how does he do it? To start, Alley said, he doesn't make nearly as much money as his competitors. He also sells his bikes direct to consumers through his online shop or at race events, primarily in Oregon.
"The whole mission is to help expand the sport," Alley said.
When race registrations alone are enough to discourage some athletes — ranging anywhere from $150 to $700 per event — Alley believes he can help people out by making the most expensive aspect of the sport more accessible. He likes to joke that his customers can save "two free race registrations" when buying the Speed Phreak.
A-Squared Bikes was the official bike sponsor for the Ironman 70.3 Oceanside in California in April, and Alley now has three pro riders on his high-quality, low-cost bike. With 12 bicycles sold in less than a month since getting his first shipment back in June, A-Squared Bikes has already left the starting line in the dust.
COURTESY OF A-SQUARED BIKES - AJ Alley races with an A-Squared bike at the Ironman 70.3 Coeur d'Alene.
By Mark Miller
Assistant Editor, The Times
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