The Evolution of Deviate - a path less trodden
Deviate was established in Scotland in 2016, founded by Chris Deverson and Ben Jones on a shared belief that better mountain bikes were possible.
Rather than follow established suspension design conventions, the goal from the outset was to challenge accepted thinking and create something genuinely different — to deviate from the norm. The name followed naturally.
In the years that followed, this mindset shaped the early engineering direction of the brand and laid the foundations for the bikes riders know today.
Following the company’s relaunch in 2026, Deviate moves forward under the leadership of Ben Jones, continuing to build on that original spirit of innovation while focusing firmly on the future.
OUR VISION:
TO ACCELERATE THE EVOLUTION OF MOUNTAIN BIKE DESIGN, FOR AND WITH RIDERS
A strong partnership formed between complementary strengths: deep engineering curiosity on one side, and commercial drive and organisational focus on the other.
Years spent riding and guiding across some of the most demanding mountain terrain exposed a recurring problem — bikes that simply weren’t built for the realities of sustained hard use. Repeated breakages within guiding fleets and among customers made it clear that something better was needed.
During this period, early exposure to high-pivot gearbox-driven mountain bike designs pointed toward a different direction for suspension performance. The concept, still far from perfected, suggested a path toward greater durability, consistency, and control — ideas that would later shape the technical foundations of Deviate’s earliest development.
In parallel, the operational and commercial groundwork for a new bike company was taking shape. As these strands aligned, the conditions were set for the creation of Deviate: a brand built on challenging accepted thinking and engineering bikes capable of real-world punishment.
Built on shared trails and bigger ideas
Deviate was first conceived in the Cairngorms National Park during a guided trip in the Scottish Highlands. It was on one of these rides, deep in the landscape that continues to shape the brand today, that the decision was made to formalise the ideas behind a new kind of bike company.
2022 marked a defining moment for Deviate following the success of the award-winning Claymore. To celebrate that milestone, and to honour the brand’s roots, we worked with local artist Douglas Roulston to create a unique custom Claymore inspired by the Cairngorms. Watch the full story and explore the project in the film below.
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Riding an early prototype of the Guide
The earliest prototypes were far from refined, but each iteration helped clarify the ideas taking shape and the direction the project would ultimately follow.
Multiple drivetrain concepts were explored — gearbox, derailleur, even shaft drive — alongside fundamental questions around materials and construction. Aluminium was considered, but at the small production volumes of those early days, tooling costs were comparable to carbon moulding.
Carbon therefore became the natural starting point, setting the foundation for the first generation of Deviate frames.
An early prototype of the Guide
And, finally.
After a decade of riding across the UK, the Alps, and New Zealand, Deviate unveiled its first production bike: the Guide.
Distinct from mainstream designs, the Guide explored alternative drivetrain thinking — removing the derailleur through the use of a gearbox and centralising mass to reduce unsprung weight at the rear wheel. A carefully developed linkage kept weight positioned low within the frame, while a high-pivot suspension layout, paired with an idler, delivered a uniquely controlled and capable ride feel.
The result was a bike that stood apart not through appearance alone, but through a clear commitment to durability, composure, and real-world performance.
Moving with the times…
After the Guide, Deviate began to realise that this setup was too ‘different’ for most riders. The gearbox concept was new, the high-pivot suspension system too. With this, Chris began working on a non-gearbox, high-pivot bike range, namely The Highlander and The Claymore. Shortly after the Claymore launch is was clear that the shift toward more ‘conventional’ bikes paid off. The Claymore was voted Pinkbikes enduro bike of choice in their 2022 enduro test session and not long after, was nominated for the Mountain Bike Of The Year award.
The Pinkbike 2022 field Test Results: The Deviate Claymore
But where to next?
With the foundations established, attention turned to what the next chapter for Deviate could look like. The ambition was clear: create a trail bike that built on the reputation of the Guide while expanding its versatility — long-travel in capability, yet balanced enough for everyday riding. Listening closely to a growing community of riders, the direction began to take shape.
The result was the Highlander.
Echoing the Guide in philosophy, the Highlander retained carbon construction and a refined high-pivot suspension layout with an idler, tuned specifically for trail performance. Most notably, it marked a shift away from the gearbox concept, following extensive back-to-back testing that showed a traditional rear derailleur better suited the fast, agile character the bike was designed to deliver.
The outcome was a trail bike defined by speed, composure, and unmistakable intent — and one that quickly became a cornerstone of the Deviate line-up.
