As bicycle components become increasingly electronic, an Ashland company is building bike parts around a different idea: Make them repairable.
Engineer and longtime cyclist Aaron Bland founded Madrone Cycles after seeing what he considered a gap in the repairability of modern bicycle components. The company's first product was a do-it-yourself kit for repairing electronic derailleurs, the part of a bicycle that moves the chain between gears.
That eventually led Madrone to develop its own mechanical derailleur, called the Jab, designed so individual components can be replaced if they wear out or break.
“The business model itself is designed to take those products back in at the end of their life, refurbish them and send them out for future use,” Bland said.
Madrone sells replacement parts for riders who want to make repairs themselves and also offers a mail-in rebuilding service. Bland said many of the company's customers are mountain and gravel cyclists who already enjoy working on their own bikes.
“They love fixing them, they love modifying them and riding them,” Bland said. “I think most of our customers are the DIY types.”
Bland said that approach sets Madrone apart from much larger bicycle component manufacturers such as Shimano and SRAM. The company's products are sold primarily directly to consumers, although Bland said Madrone also has a growing network of about 100 dealers worldwide and ships to about 40 countries.
Madrone's six-person team assembles its derailleurs at a workshop in Ashland. Bland said roughly half of the production takes place in China, where factories manufacture the approximately 60 individual pieces that make up each derailleur. The components are then shipped to Ashland for assembly.
Bland said the company takes inspiration from Patagonia and its emphasis on repairing and extending the life of its products.
“The way that people see a company like Patagonia, we want people to see Madrone Cycles in that same way within our own little zone that we operate in,” Bland said.
As Madrone grows, Bland said the company plans to develop additional bicycle drivetrain components while maintaining its emphasis on repairability.
“If we're going to create something and put resources and materials out into the world, let's do that where it's actually delivering some value to humans or the planet or whatever,” Bland said.
The company's Southern Oregon roots also influence its branding. Madrone takes its name from the trees found throughout the region, while the Jab derailleur is named after Ashland's Jabberwocky mountain biking trail.
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Matt Hoffman,
