DYFI Bike Park

Name

DYFI Bike Park

Legal name

Dyfi Bike Park Limited

Website

https://dyfibikepark.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

DYFI Bike Park is a privately held, 650-acre mountain bike trail park in Machynlleth, Wales, founded in 2019 by Dan Atherton. It operates 18 hand-crafted trails served by a Land Rover uplift service, sells coaching sessions led by elite athletes, and runs an online merchandise store serving amateur and professional riders globally.

Ownership category

akta.pro rank

Product category

Mountain Bike Park / Outdoor Recreation

NAICS

Amusement and Theme Parks (71311), Tour Operators (561520)

akta.pro primary industry

Cycling, Mountain Biking & E-bike Adventures (THAJABAF)

akta.pro secondary industry

Cycling / MTB / E-Bike Guiding & Rentals (THAAALAG)

Keywords

• Mountain bike park
• Downhill biking trails
• Mountain bike coaching
• Bike park uplift service
• Outdoor adventure sports

Headquarters

HQ city

Machynlleth

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Uplift Passes: Core revenue stream from uplift day passes priced by day of week. Thursday £48, Friday £50, Weekend £54. Includes unlimited access to 18 tracks throughout the day.
2. Professional Coaching: Individual and group coaching sessions with professional riders and certified coaches. Full day sessions from 10am-4pm include uplifts and food. Priced at £180-£325 per person depending on coach.
3. Coaching Camps: Multi-day coaching camps led by the Atherton family and professional coaches. Includes tuition, lunch, snacks and goody bags. Priced at £200-£300 per person.
4. Merchandise Sales: Online shop selling branded apparel including hoodies (£60), t-shirts (£25-£30), fleeces (£80), caps (£20-£25), water bottles (£25), posters (£15), gift cards, and sticker sheets (£5).
5. Park Passes (Multi-visit bundles): Park Pass 6: £270 for 6 visits (buy 5, get 1 free, £324 value). Park Pass 12: £540 for 12 visits (buy 10, get 2 free, £648 value). Valid for 365 days from purchase.
6. Guiding Services: Guided riding services at £120 per person for groups up to 3 people.
7. On-site Cafe: Bike park cafe serving breakfast, lunch, cakes and refreshments. Open to riders and public during operating hours. Features log fire and relaxed atmosphere.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

DYFI Bike Park runs a 650-acre mountain bike trail park in Wales offering access to 18 hand-crafted trails (red to triple black diamond) via a Land Rover uplift service. The core revenue product is the day uplift pass (£48 weekday / £54 weekend) which includes unlimited runs, with multi-visit bundles, professional coaching (individual sessions and camps), and an on-site cafe and branded merchandise shop as supporting offerings.

Product overview

DYFI Bike Park is a 650-acre mountain bike park in the Dyfi Forest, Wales, operated by Dan Atherton. The core offering consists of uplift passes providing transport to 18 hand-crafted mountain bike trails ranging from red (intermediate) to triple black diamond (professional), complemented by professional coaching services. Coaching is available through individual sessions with named coaches (Alf Raynor, Riley Scott, Becci Skelton, Joe Smith, Al Bond) at £180-£325 per day, and specialty camps including the Women's Atherton Academy Coaching Camp, Intermediate Coaching Camp, and Race Camp led by Dan and Gee Atherton at £200-£300 per person. The park also offers guiding services at £120 for groups up to 3 people, plus value-added passes (Park Pass 6 and Park Pass 12) for regular riders. A merchandise line includes apparel (t-shirts, hoodies, sweatshirts, gilets), headwear (beanies, caps), and accessories (water bottles, enamel mugs, posters, stickers), sold through the on-site shop and online. Recent addition includes the DeWalt Freeride Zone, a progression area with skatepark-inspired features.

Differentiator

Problem solved

Functional benefit

Products and services

• Uplift Day Pass Day uplift pass providing unlimited access to 18 mountain bike tracks with Land Rover transport to 400m elevation at Top Mountain or Lower Mountain. Priced by day of week (£48 Thursday, £50 Friday, £54 Saturday/Sunday).
• Park Pass 6 Bundle of 6 uplift passes for regular riders, priced at £270 representing a buy-5-get-1-free discount versus a £324 equivalent single-pass total. Valid for 365 days from purchase.
• Park Pass 12 Bundle of 12 uplift passes for frequent riders, priced at £540 representing a buy-10-get-2-free discount versus a £648 equivalent. Valid for 365 days from purchase.
• Professional Coaching Sessions Full-day (10am–4pm) individual or small-group mountain bike coaching with named professional riders (Alf Raynor from £180, Riley Scott, Becci Skelton, Joe Smith, Al Bond from £325). Sessions include uplifts, breakfast and lunch meal deals, and are aimed at riders seeking structured skill progression.
• Women's Atherton Academy Coaching Camp Women-only confidence-building coaching camp priced at £200 per person, led by 2019 British DH Champion Becci Skelton. Includes breakfast, lunch, snacks, morning and afternoon coaching sessions, and is aimed at women new to Dyfi or looking to progress.
• Atherton Academy Intermediate Coaching Camp Intermediate coaching camp for riders comfortable on red tracks, priced at £300 per person, limited to 12 spots and led by Dan and Gee Atherton. Covers classroom session, coaching on body position, riding technique and confidence building, with post-camp feedback.
• Atherton Academy Race Camp Race-focused coaching camp for advanced riders, priced at £300 per person, limited to 12 spots and led by Gee and Dan Atherton. Includes Continental Atherton bike setup, video analysis, and post-camp feedback focused on race mindset, preparation, line choices and speed optimization.
• Guiding Service Guided mountain bike ride led by an experienced guide, priced at £120 per group of up to 3 people for novice or visiting riders who want help navigating the 18-track system.
• Gift Cards (Uplift and Coaching) Digital gift cards for use at DYFI Bike Park, available as 1-day uplift pass (£54), coaching sessions (£300), or flexible denominations of £20, £30, £50 and £100 redeemable on uplift passes or merchandise. Valid for one year.
• Branded Merchandise and Apparel Online shop selling DYFI-branded apparel and accessories including hoodies, t-shirts, fleeces, gilets, sweatshirts, caps, beanies, water bottles, enamel mugs, posters and sticker sheets. Prices range from £5 sticker sheets to £80 fleeces, with worldwide shipping available.
• On-site Cafe Bike park cafe serving breakfast, lunch, cakes and refreshments to riders and the public during operating hours, featuring a log fire and relaxed atmosphere, with a small adjacent retail area for souvenirs, spares and walk-up merchandise.

Quantifiable outcome

• 18 tracks plus numerous combinations available to riders
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• ContinentalcoreOthersBrand partner displayed in 'In Association With' section on website. Continental is a leading tire manufacturer relevant to mountain biking. Partnership provides product support and brand association with quality tire products.
• AthertonscoreStrategic or Co-development PartnerCore strategic partnership with the Atherton family racing operation. Gee and Rachel Atherton are world-class athletes associated with the brand. Dan Atherton is the founder and trail designer. Includes Continental Atherton race team collaboration.
• MucOffsupportingOthersBrand partner displayed in 'In Association With' section on website. MucOff is a bike cleaning and maintenance products company. Partnership provides cleaning product support for the bike park.
• Bell HelmetssupportingOthersBrand partner displayed in 'In Association With' section on website. Bell is a leading helmet manufacturer. Mentioned in context of Full-10 Spherical helmets available in sign-on area. Partnership provides safety equipment support.
• DeWaltcoreStrategic or Co-development PartnerTitle sponsor of the DeWalt Freeride Zone - a major progression area at the park. DeWalt provided tools and expertise for the build project. Features include dirt bowl, berms, step-ups, dirt spines, and mulch jumps. Official launch event: DeWalt Jam on June 11th.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Regional players

• Bikepark Leogang: Austrian Alpine bike park and UCI World Cup venue with extensive lift-served downhill trails and coaching. Comparable in trail quality and professional-rider draw, and referenced by Dyfi's own pro-rider testimonials as part of the global benchmark set.
• Lenzerheide Bike Park: Swiss Alpine destination with a major lift-served bike park and UCI World Cup hosting history. Comparable premium-positioning, professional-rider training use case, and European international-rider appeal.
• Les Gets Bike Park: French Alpine bike park that hosts UCI World Cup events with extensive lift-served downhill and event-driven visitor flows. Comparable in trail portfolio, coaching ecosystem, and reliance on summer tourism.
• Nevis Range (Fort William): Scottish mountain bike park that hosts a UCI Mountain Bike World Cup downhill round, with uplift-served downhill trails and a coaching ecosystem. Regional peer in the broader UK mountain bike market.

Direct peers

• Revolution Bike Park: UK lift-assisted bike park in North Wales, offering uplift-served downhill trails on a comparable model. Direct domestic peer for British mountain bikers choosing where to spend their riding days and coaching budget.
• Antur Stiniog: Welsh downhill mountain bike centre in Blaenau Ffestiniog with uplift service, marked trails, and coaching. Direct regional peer competing for the same Welsh rider and tourism market.
• BikePark Wales: The UK's flagship mountain bike park, also located in Wales, offering uplift-served downhill trails, coaching, and a similar rider experience. Closest direct competitor for both UK and international visitors evaluating a Welsh bike-park trip.

Broad incumbents

• Whistler Bike Park: The world's largest and most recognized bike park, setting the global benchmark for lift-served downhill. Not a direct competitor in the UK, but the aspirational incumbent whose standards shape rider expectations that Dyfi benchmarks against.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCew-XynokXzvaLr-zRV8APg
• Facebookfacebook.com/DyfiBikePark
• LinkedInlinkedin.com/company/dyfi-bike-park
• Instagraminstagram.com/dyfibikepark

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DYFI Bike Park