Development Story

Dyf-E: The Atherton EMTB Project Begins

It’s happening. Atherton is building an EMTB. Ahead of our 2026 launch, we’re opening up the development process from the very start.

Dyf-E is Episode 1 of a three-part series documenting how we’re approaching EMTB development, filmed in the Dyfi backcountry and shaped by the terrain we ride every day. This first chapter follows Dan Atherton and the wider Atherton team as they ride, test and reflect on the experiences that influenced the project. EMTBs have been part of how we explore and test the Dyfi Valley for years. Not as a trend to chase, but as a tool to unlock terrain, extend days and reach places uplifts and shuttles never will.

There are no product reveals in this episode. No sneak peeks. This one is about the starting point. We begin with a simple question: what does an Atherton EMTB need to be?

Episodes 2 and 3 will follow as the project moves into design, testing and refinement.

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