four-dots newsroom
Mar 07|Diamondback Bicycles

Diamondback Launches Industry-Leading Direct-to-Consumer Platform

Brand’s direct sales model results in aggressive pricing structure for premium bikes.

KENT, Wash. (March 7, 2017) — Continuing its 35-year legacy of innovation, Diamondback Bicycles introduces a comprehensive consumer direct purchasing program, ushering in a new era in the bike buying experience. Over two years in development, the platform includes a user-friendly web interface with bike customization options and online support, combined with direct shipping, easy-to-assemble bikes and convenient mobile service options.

The centerpiece of Diamondback’s new consumer direct program is ReadyRide. New Diamondback bikes priced over $450 will be shipped direct to consumers 95 percent assembled. No experience is necessary for the final bike assembly, which typically takes less than 10 minutes to complete. The Diamondback website features intuitive “how-to” videos to assist in the assembly with expert mechanics available to answer questions via the site’s live chat feature.

“We completely overhauled our manufacturing, assembly and shipping process to create ReadyRide,” said Steve Westover,  vice president of marketing for Diamondback. “While it typically takes a skilled bike mechanic over two hours to build a bike in a shop, Diamondback customers can now build their bikes within minutes. It eliminates a huge hurdle in the selling process and dramatically improves the overall online bike buying experience.”

Diamondback has also partnered with Beeline Bikes mobile bike service. After purchasing a bike at, customers can choose Beeline as a fulfillment option then select the exact time and place for a completely assembled, new bike to be delivered directly to their home or business.

Diamondback’s new direct sales program has also helped the brand adopt an aggressive pricing strategy for it’s performance road and triathlon product with pricing at 30-40% below comparable retail.

“Our new Podium Disc frames, the same one ridden by national champions like Brad Huff, will be available with a Shimano Ultegra Di2 build and carbon HED wheels for as low as $3,700,” said Westover. “You can’t buy a better bike for the price.”

In addition to ReadyRide, Diamondback also recently introduced its Custom Studio program, an online bike customization tool. The interface allows customers to choose their bike’s components, colors and accessories. Then, each bike is hand-assembled in the brand’s Seattle headquarters by experienced mechanics and shipped in a custom box. Final assembly is quick and easy for customers. Currently available for the brand’s award-winning Serios and new cutting edge Andean triathlon bikes, Custom Studio will soon expand to include Diamondback’s Podium road racing bikes and other high end models.

Interested in learning more?

Let's connect.


Specializing in the intersection of paid and earned media.

See what we do


We believe growth fuels opportunities for our employees and our partners.

See who we are

Please enter your name.

Please enter a valid email.

Please enter a company.

Select one Category | *Required

Please choose one category.

Select Services | *Required

Please choose at least one service.

Please enter a message.

01 / 05
01 / 05

We look forward to learning more. A Backbone team member will follow up with you directly.

This site uses cookies. By using this site or closing this notice, you agree to our privacy policy and terms of use.