About us

Our Story

“Don’t you know who I am” never comes across well and we always want to be more excited about the ‘now’ and the ‘next’, not the ‘then’. In a world of kickstarter upstarts and ‘crack open a box from China and stick your name on ‘brands’ we’re not shy about the tracks we’ve left in the history of mountain biking.

Back in the day the American mags might have downsized God's own country with their "Now the town of Yorkshire is famous for more than just it's Yorkshire puddings" headline but it proves our original RC100 bike put UK design on the global map in 1987. With it's unique custom drawn externally machined square section aluminium frame, it was truly revolutionary in a bike world dominated by small diameter steel road bike tubing. It's dedicated Bullseye fixed arm cranks, direct fit Magura hydraulic brakes, integrated stem steerer and the first threadless headset also introduced innovations that are still fresh over 25 years later.

Within a few years we’d added carbon fibre legged, grease ported suspension forks and ground breaking triple crown DH specific, disc brake equipped format. Our asymmetric chain stay, bolt through axle suspension frames were years ahead of the curve and our patented hollow single piece carbon fibre fork sliders have never been matched since.

We pioneered long top tube, short stem geometry from the start, culminating in the extra long frame, direct mounted stem of the RC500 DH bike showing the way to radical riding control decades before modern equivalents. Our handlebar collaboration with motorbike legends Renthal even had “Forward Control” etched onto them. Our constant push for improvement added transmission components, stems and even lubes and our own uniquely practical and performance focused clothing line to the Pace catalogue.

Pace Cycles RC100
Pace Cycles RC500

Biking is more than just about bits though and over the years we’ve become increasingly involved in building places - not just things - to ride. Having helped organise some of the first mountain bike races in Dalby Forest we’ve since spent two decades help make the National Park a cycling destination in partnership with Forestry Commission and the North York Moors National Parks. Ribbons of natural sheep track and ancient drove roads are now integrated into a riding landscape that includes hours and hours of all weather purpose built trails, a globally renowned World Cup XC course skills areas and a long distance Moor to Sea epic.

With the riding sorted we worked on the pre and post part of biking life, opening first our Dalby Bike Barn Trail Centre store just across from our HQ. We then set up Sutton Bank Bikes working with the National Parks to create a network of Wildride man made and natural trails to encourage free range exploring whatever your skill and fitness level.

Now we’re back full circle designing state of the art frames a lot like the ones we made obsolete 25 years ago. But as our T’shirts said back then, sometimes “It’s hip to be square.”

Now we’re back full circle designing state of the art frames a lot like the ones we made obsolete 25 years ago. But as our T’shirts said back then, sometimes “It’s hip to be square.”


meet The team

Adrian Carter

Managing Director

Managing Director, founder and designer since the very start. Adrian started designing mountain bikes over 30 years ago with his friend Duncan welding them in a basement in Bradford.

He still to this day rides his bike just as hard, and is still the man behind all of our bike models and designs, making sure we don't lose sight of what we set out to do all those 30 years ago.

Cathy Carter

Managing Director

Adrian's wife of 33 ish years and second in command is Cathy, also known to us as The Yorkshire terrier. Cathy plays a vital part in Pace, and as the saying goes, behind every strong man is a strong Woman.

Cathy keeps us in line, making sure we are getting it done, be that making her the strongest cup of Yorkshire Tea you have seen, or getting those bike designs finished.

Sophie Flanagan

Brand Manager

Sophie is the youngest daughter of Cathy & Adrian's and the Brand Manager for Pace. She is your go-to girl for all things Pace, the youngest of the pack but by far not the quietest. 

Sophie has worked in the bike industry for over 10 years and when she is not driving Pace forward working closely alongside Adrian, you will find her towing her little twin girls in the bike trailer or carrying her bike up some big mountain in the Lakes. 

Aimee Carter

Customer Service Manager 

The eldest daughter and Customer Service Manager Aimee is following in her Mum Cathy's footsteps - keeping us all in line. She will give you the best Customer Service and if you have any queries she is the one. She is just about to open Hip & Square opposite Pace, so make sure you pop in there for some coffee, bikes and cake. 

Josh Blackshire

Service Centre Manager

Head of the Tech. Josh came to Pace for Work experience 19 years ago when we had the factory and never left. He has a wealth of knowledge that is hard to match about all things Pace be it old and new and knows an RC39 better than you know yourself.

David Harrison

Service Centre Managing Assistant

David first came to us 7 years ago and worked in one of our retail stores Dalby Bike Barn. Showing us his technical capabilities David now works alongside Josh helping him with all things suspension and helping assemble custom build bikes. 

Pace Amabassador - Danny O'Callaghan

Danny O'Callaghan


When he is not riding his new RC529 he is a site Engineer at Kentmere in the Lakes. If he isn't on his bike riding he likes to be up in the fells running or walking with his dog, Louie.

Hugo Morrison


Hugo is always on his bike. He chose the RC295 and is a big fan. He will always talk to you about bikes and he is an avid hummus eater. 

Daisy Doodle 

Canine Instagram Star

If you follow us on social media you will have seen plenty of this furr trail dog. Daisy is Pace's Mascot and when she isn't sleeping on her back she's running under our front wheel.