Walmart Launches High-End Viathon Bike Brand
Among some core cyclists “Walmart bike” is a term, used unkindly, for cheap and poorly built bikes often found in big box stores. But with the launch of Viathon, “Walmart bike” could take on a new, more favorable, meaning.
Viathon is a new direct-to-consumer bike brand owned by Walmart that launched this week with a line of carbon bikes that sell between $2,300 and $6,000. The brand is starting with three models: the R1 road bike, the G1 gravel bike, and the M1 hardtail mountain bike. All models incorporate modern designs and quality parts from brands like FSA, Zipp, Fizik, Stan’s No Tubes, Knight, DT-Swiss, and Hed. Each model has three versions, which follow a good-better-best hierarchy.
To build its carbon frames, Viathon engineers developed original molds—they’re not off-the shelf (AKA open mold) frames with a Viathon logo. To design the bikes, Viathon turned to veteran bike engineer Kevin Quan, who previously worked at Cervelo and designed Diamondback’s Aeden triathlon bikes, as well as bicycles for Parlee, BH and others. Quan also is a partner and engineer at wheelmaker Knight Composites.
Viathon sells direct from its website and promises the bikes will arrive at a customer’s door requiring minimal assembly. The company says every bike undergoes a 60-point inspection before it is shipped and comes ready to ride. Shipping is free, or you can pay extra for faster deliver. The company is already planning some changes to that distribution plan, however. Viathon representatives told us that the bikes also will be sold through Walmart.com in the future. The bikes also might be sold in Walmart stores, they said.
While the move sounds surprising, you don’t have to look hard to find possible motivation. Walmart is one of the country’s largest seller of bikes, and Tom and Steuart Walton (grandsons of founder Sam Walton) are avid mountain bikers. The two have been a driving force behind the world-class trail system in Bentonville, Arkansas, home of Walmart’s global headquarters. Plus they already own—through their RZC Investments fund—Rapha, and are stakeholders in Allied bicycles.
However, the younger Waltons are not directly involved in Viathon (though Steuart sits on Walmart’s board of directors), and there hasn’t been any collaboration between Allied and Viathon, a representative at Allied told us.
So why is Walmart making high-end carbon bikes? In part, because it can. Walmart’s resources, global reach, and supply-chain expertise makes it better prepared than most to deal with the complicated process of sourcing components from multiple suppliers spread across several countries and combining them into a single product to import and distribute worldwide.
Zack Spinhirne-Martin, Viathon’s brand manager told Bicycling that Walmart wanted, “to make high-end bikes more accessible to everybody in the US,” and to help educate the public about the benefits of riding a better bike.
Perhaps the company sees real opportunity. Maybe they’re experimenting with niche product categories. Or maybe the people inside Walmart who love bikes just want get more people on good bikes and are using their resources to make it happen. Whatever the company’s motives, the bikes looks great—they’re understated but appear to have solid design with great parts at a good price.
The Viathon Line
G.1 Gravel Bike
Sub-1000 gram claimed frame weight
Clearance for 700x51mm tires or 650/27.5x2.1 inch tires
12mm thru axles
Flat-mount disc brake calipers
Threaded bottom bracket
Three water bottle mounts
Fender mounts
Front and rear rack mounts
Internal cable routing
Sizes: 52, 54, 56, 58, 60cm
$2,300 with Shimano 105 2x11
$3,300 with Shimano Ultegra 2x11
$3,550 with SRAM Force 1x11
Frameset: $2,000
R.1 Road Bike
795 gram claimed frame weight
28mm tire clearance
12mm thru axles
Flat mount disc brake calipers
Press fit 30 bottom bracket
Internal cable routing
Electronic and mechanical shift compatible
Two down tube bottle position options
Sizes: 52, 54, 56, 57.5, 59cm
$2,300 with Shimano 105
$3,575 with Shimano Ultegra
$5,850 with Shimano Dura Ace
Frameset: $2,000
M.1 Mountain Bike
29-inch wheels
Equipped with 120mm travel fork
69.5 degree head tube angle
Threaded bottom bracket
Thru axle dropouts
Internal cable routing
Internal dropper post routing
Three water bottle mounts
Rubber chain slap and rock strike guards
SRAM Eagle build kits
Sizes: small, medium, large
$2,400 with SRAM GX Eagle
$3,500 with SRAM X01 Eagle
$6,000 with SRAM XX1 Eagle
Frame: $2,000
Walmart is always having sales, so we suggest following them on Slickdeals to save money on your next bike.
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