Big news from Intense, joining the growing number of brands going down the direct-to-consumer path of selling bikes online, and also backing it up with a dealer sales network.

We’ve asked Intense what that means for Australian consumers looking to purchase an Intense bike under the new model:

“While the consumer side of the website will not be shipping bikes until sometime in the new year, we are striving to finalise the dealer aspect of the program ASAP so that there is complete clarity and confidence for the dealers moving forward. Our goal with the program is to support Intense dealers with more sales through the online purchasing habits while still offering an extremely competitive and profitable wholesale option for Intense dealers being able to facilitate customer enquiries and purchase in store. Through a hybrid mix of online retail and traditional bricks and mortar dealer network we aim to provide the best bikes at the best price possible.”

Full details in the press release below…

Today, Intense Cycles announces “Intense Rider Direct”, making it easier than ever to upgrade to an Intense.  Soon, customers can choose to purchase from one of our Authorised Intense Cycles dealers or purchase bikes directly from Regardless of where a customer purchases a new Intense they can enjoy the same high-end, world-cup proven mountain bikes Intense has always offered for substantially reduced pricing.

“Our bikes are the best they’ve ever been.” says Founder/Designer, Jeff Steber. “But the high pricing was keeping them out of reach for a large majority of riders.  We felt like we needed to find a way to bring the prices down so that more riders could experience our bikes first-hand”.

The new website, is loaded with all the information you need to choose the right bike for you, get technical support, find answers to your questions, and learn more about our company’s rich heritage.

Australia-based customer service team

Got a question? Want some advice? You can rest assured that you can contact our Intense Cycles Aussie based customer service team for all your enquiries. Our experts are here to help.

Whichever Intense bike you choose, it will be delivered to your door 95% ready to ride, with just some small assembly required. Each bike comes with a free custom accessory box that includes all the specialty tools needed to finalise assembly (RRP $200). There is also a “how to” video on the website where Intense Factory Racing technical director, Chappy Fiene will guide you through each step of the process.

“The bike industry has changed,” says Intense CEO, Andrew Herrick “And the way we shop has changed. This new program is our plan to bridge the gap that can sometimes separate great riders from great bikes, and make it easier for riders everywhere to own a world-class bike brand like Intense.”   To learn more, please visit

Intense Factory Racing’s Jack Moir aboard an M16

The model explained:

And for those of you wondering what you have to do when you purchase an Intense bike online, check out this video from Intense Factory Racing head mechanic Chappy Fiene: