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DMR’s Deathgrip has been a stalwart in the UK MTB scene since its introduction in 2017. Now, the brand has unveiled an all-new Deathgrip 2. Head of marketing Mark Noble talks BikeBiz through the details.
How do you reflect on the original Deathgrip and its success?
Safe to say that it’s been a huge success through the years, for us as a brand, for our team, our riders, and dealers stocking the grips – without doubt it’s become a staple product, a go-to choice for bikers.
They’ve kinda become like Levis 501s in many ways, the grip all others are compared to.
When Brendan (Fairclough), Olly (Wilkins), Damian (Mason) and co designed the original Deathgrip back in 2016/7, there was nothing like it. The original thinking behind combining patterns along the grip surface, the single-collar clamp-on, the ideal length of not-too-short-not-too-long, and the unique tapered core meaning that Deathgrips mount more securely than any competitor grip – it was a design that became an instant hit and has stayed that way ever since.
We then added choice in more colours, collar colours, added super-soft Race compound, a Gum compound, thick or thin versions… and truly set the standard for MTB grips. I’ve actually lost count of the amount of product group-tests that DMR have won with Deathgrips over time.
Deathgrips have also put more riders on podiums over the years than anything else – and continue to do so, to this day there are Elite WC DH riders who choose to ride Deathgrips and make podiums – the same, widely available and affordable grips that any rider can buy from any bike shop and ride up the local woods. That’s what makes Deathgrips so great.
How do you react to the many copies/fakes that have been released in the last 7 years?
Haha, it’s amazing really – we see them all the time. The combination of mushroom for comfort, the diamond pattern for grip, the finger/waffle bars underneath, our tapered core… we see Deathgrip influence on everything, from OEM grips to big-brand grips to core-brand so-called-signature grips being launched… but they’re not the same as the original and best Deathgrip for sure.
It’s the sincerest form of flattery of course, like someone copying our homework on the bus to school in the morning. It’s annoying and yet flattering at the same time.
What can you tell us about the new Deathgrip 2?
So, we’ll keep Deathgrip in the DMR range going forwards, and the all-new Deathgrip 2 is an additional grip. We took years of experience from riding Deathgrips, evolved the design and improved fundamental features to create Deathgrip 2.
We kept the best features that people know and love – the combo of mushroom for comfort, diamond texture and waffle grip for pure grip, the compound, our tapered core – and for Deathgrip 2 we refined the flange design, we slimmed down the lock-on collar which is now more integrated, and then changed the grip end.
The new end for Deathgrip 2 has an exposed core for more durability, a new injection-molded logo rubber cap, and this also gives us the opportunity to run different colour combinations. It’s the original – just better.
What has been the R&D process and how long has this been in the works?
Riding, riding, and more riding – we already know that Deathgrips just work so well, so we had the best starting point. Compounds, check. Shape and pattern, check. The right length combined with diameter options, check. Rider feedback, check.
The Deathgrip 2 refinements have taken over a couple of years to work on and make just right – we have also fine-tuned the exact positioning of the finger-bars and waffle pattern in relation to the diamond cut and the mushroom pattern, just to improve the grip feel again.
How has this process influenced the design?
Riding and rider-feedback influences the design at all times of course – how does the grip feel, how does it work, how well does it fit the bars, how does it grip in all weather conditions, can we tweak the compound, add colours, add options, and make sure our grips are just better.
Can you ride Rampage one weekend and race Hardline another, all on the same grip? Yep? Then let’s go. That’s the level we’re after with Deathgrip and Deathgrip 2.
Where does it sit in the DMR grip line-up?
Deathgrip 2 sits just above Deathgrip in terms of price and premium features. DMR’s current grip range starts out with our push-on grips such as the 25Y grip, the Sect grip which is a huge hit with the dirt jump scene, and the Grid grip which features a combination of mushroom and waffle finger pattern from the original Deathgrip in a longer, push-on design. Those work really well.
Then it tops out with lock-on Deathgrip and now the new Deathgrip 2 model – so it’s a solid range. By the time you factor in all the colour options we have, you have a huge range across the board! Something for everyone.
What are the differences between the STD and RACE models?
In terms of compounds? Our Standard compound is a 20A hardness, which is proven from years of Deathgrip riding – and it’s our most popular compound across all colours. The Gum grips are a couple points harder, and they really feel great once they’re broken in after a ride or two, plus it’s Gum – Gum grips look so good and some riders swear by them – just ask Olly Wilkins!
The Race model is our Super-Soft grip – they’re really, really soft and tacky in grip-feel, so if that’s what you’re looking for in your grip then these are perfect. The Thick diameter, Race compound grip is an extremely comfortable grip when the going gets Hardline-tough, no doubt about that.
Is there anything else that dealers should know about the launch?
Our Deathgrip 2 launch will come with feature videos, product videos, photography, advertising in key magazines, digital promotion and advertising in all the right places, articles, and more promo from our wider crew of riders and teams.
Product will be available from just before launch, so pre-orders will be ready to sell in-store when we hit the Go Live campaign. All colours, sizes, right off the bat. New Point of Sale displays will be available to key dealers, and if dealers want it we can make it happen. Deathgrip 2 is a big launch for DMR Bikes, and it’ll mark the start of another era.
