Deity

Who or what is Deity?

Deity is a US manufacturer of cockpit and contact point components for mountain bike, dirt and BMX. The brand is based in Nampa, Idaho, where office, warehouse and its own test ground with dirt jumps and a pump track sit on the same property. Deity describes itself as "100% rider owned, operated, designed and funded" – a company owned by riders whose products are designed by riders.

Who founded Deity?

Deity was founded in late 2003 by Eric Davies together with his wife Sadie. Davies came into the industry through the bike shop and started his own brand because he had grown tired of helping build products he did not believe in. In 2016 the company moved from California to Idaho, onto a site with room for warehouse, office and test tracks at once – the products are tested where they are made.

What does Deity stand for?

The claim says it: "Premium Race Goods" and "Armor against the corporate mentality". Deity deliberately works without a corporation behind it, in manageable production runs and with a colour range that stands out on the shelf. The goal is not the cheapest component, but the one that survives a hard winter in the bike park.

What makes Deity products special?

Deity concentrates on the three contact points between rider and bike – bars, grips and pedals – and develops them together with its own riders. Signature products carry their names: the CZ40 after Cam Zink, the BF800 "Brendog" bar after Brendan Fairclough, the TMac pedal after Tyler McCaul. Pins, spindles and bearing kits are available separately, instead of replacing a whole pedal.

What does Deity mainly make?

• Handlebars: 31.8 mm and 35 mm clamp, in aluminium and carbon.
• Stems and clamps: machined stems, seat clamps, headset caps.
• Grips: lock-on and slip-on grips, comparable to the range from ODI.
• Pedals: flat pedals in aluminium and composite, including spare parts.
• Saddles and seatposts for dirt, trail and enduro.

Who are Deity products for?

For anyone who values grip and durability on the trail, in the bike park or on the dirt jump spot. If you are after wide flat pedals with serious pin grip, or a cockpit that is still straight after the third crash, Deity is the right call – comparable to Reverse Components or Title MTB.

Who rides for Deity?

The team is at home in freeride and slopestyle. The signature series make it visible: Cam Zink, Brendan Fairclough and Tyler McCaul all have products carrying their names – built out of what they needed in competition.

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