Probably the best little bicycle component manufacturer you’ve never heard of, Middleburn make an enormous range of aftermarket transmission parts, including cranks, chainrings, bashguards and fasteners. And like many small specialist companies the guys are more likely to be found elbows deep in aerospace quality swarf than chairing a meeting of the marketing commitee. There are two reasons for this, firstly, they are makers rather than salespeople, and secondly: they’re just too darned busy. With little or no advertising Middleburn run at full capacity year after year.
Clearly there’s something going on here that transcends the normal relationship of consumer and consumable. Within the UK cycle trade Middleburn components are the stuff of legend. But that’s only part of the story. What beats me is how does a company survive whose components outlast almost everything else out there?
Because if I buy a ring from them today – it’s going to be a really long time before I need to replace it.