Atomlab
Atomic Laboratories or "Atomlab" was founded by Mike Flaherty in December of
1996. Mike is a former BMX pro who has worked as a designer in the bicycle
industry for years. He raced from 1979-1985 and was the number 2 ABA East
Coast pro behind Tim Judge in `85. Back then dirt jumping was just something
you did to have fun when you weren`t racing. Mike was one of the few pros who
put more energy into dirt jumping and riding quarterpipes than racing.
Atomlab took off quickly with the success of the Flatboy pedal. Atomlab was
originally launched as a BMX only line, but within months of the first products
being released most of the top names in downhilling were using Flatboy's.
Everyone from John Tomac, Myles Rockwell, Missy Giove, Dave Cullinan, Brian
Lopes, and Shawn Palmer had begun using the Flatboy pedals. From then on
Atomlab was as much an MTB company as a BMX company.
Here's Atomlab's mission statement from 1996 -
"I started this company for one reason - to make the best products ever made.
These aren`t generic parts or parts that are supposed to be better because they`re
lighter. These are parts for people who actually ride; parts that work on hardcore
bikes and are built to survive months of big hits at the trails and on the track, not
just 40 seconds of racing. Everything we make is designed specifically for pro level
riding, and I`m not just talking about racing or doing tricks. I`m talking about getting
up every morning with one thing on your mind - riding. These are the parts I always
wanted. Parts for people who love to ride. Give them a try. I think you`ll see what
I mean." - Mike Flaherty
It's a little simplistic, but it communicates the purpose that still drives the company.
Every effort is made to create products that have a real benefit to the hardcore
rider. This is pushed even further with the 'tough as hell' slogan which brought
forth the 'shedevil'. Everything breaks, but Atomlab's goal is to create products that
won't catastrophically fail when they do. That' one of the reasons that we use so
much cromoly even though so many MTB companies push aluminum.
The companies commitment to core riders has been driven by involvement and
sponsorship of top pros and up and comers. Most of the top pros we've been
associated with over the years have come to us - not for a paycheck, but for the
products - riders like Shawn Palmer, Darren Barrecloth, Kyle Strait, Marvin
Loetterle, Chris Doyle, and Fabian Barrel.
The commitment to core riders has also driven our efforts to create events for
riders, rather than spectators. From our original jump jam back in '02 to the
latest Atomlab Supersession, our focus has been on creating events that riders
really want to be a part of and that the media can enjoy.
