In Autumn 1995, two friends launched a small but instantly popular company called Damian and Matt Racing – or as you will know it, DMR. The thing that propelled them in to the lime light was the humble flat pedal – which was one of the very first mountain bike flat pedals on the market.

DMR launched at the perfect time, when mountain biking really exploded on the UK shores in the mid 90’s. The Sprung video series by Alex Rankin often featured DMR adverts – a clear sign that Damian and Matt knew how influential different forms of media could be.

Friends since secondary school, Damian Mason and Matt Ryley both undertook degrees in product design, and went to work in Taiwan for a frame and fork manufacturer. They learnt a lot in Taiwan about the bike industry, and as well as forging their own path they established many contacts that they still work with today.

Initially Damian and Matt imported Fishbone bikes, which led to them developing some components like chain tugs and even producing some BMX frames themselves – but ultimately it was the DMR pedal that put them firmly on the MTB map.

“Early on I was inspired by BMX brands like Skyway, GT, Redline & Shimano. That’s what got me interested in product design in the first place I think – but it was rider owned brands in BMX like Hoffman Bikes that inspired us to have a go and do something ourselves. When the job in Taiwan came to an end,  we knew we could do our own thing – so we came back and set up in the back office of our friends BMX shop at Golding Barn raceway”

Damian Mason

The DMR Trigger BMX. Note the early V12 pedals.

“We started with some BMX products first – there was a dirt jump frame set I had done whilst in Taiwan, which was the DMR Trigger. Here’s mine, with some early V12s”

Damian Mason.

Early DMR V12 pedals and the Chieftain 3 piece crank. Retro 44-16 gearing too.

 “The V8 and V12 first pedals were from an open mould from Wellgo – once we saw the potential for flat pedals in mountain biking we designed our own, and had our own tooling made –  a big step for us at that point”

Damian Mason.

The iconic DMR V12 pedal

Early flat pedals

At a time when most mountain bikers were still struggling to keep their feet on the pedals with toe clips and straps, influential riders like Hans Rey demonstrated superior skills that relied on the freedom of flat pedals.

As the sport was diversifying rapidly, it wasn’t always pedalling efficiency that riders looked for – slalom, trials and downhill all relied on freedom on the bike – and the use of flat pedals rocketed.
To start with though, early flat pedal riders were limited by pedal choice – they were mostly bear trap designs, which though grippy tended to roll if you missed your footing, as they were quite high in profile. The riders in the know were digging out old Shimano DX BMX pedals from the 80’s – as not only did the parallelogram shape make positioning your foot easier than bear trap pedals, but they also didn’t rip your legs to pieces when you got things wrong. However, they were hard to get hold of in the 9/16th thread size that mountain bike cranks used – BMX bikes back then used a 1/2in axle.

Shimano DX pedals ruled on the 80’s BMX scene

Flat pedal takeover

Damian and Matt were quick to act on the expanding mountain bike scene, and promptly released the V12, and later V8 pedal. The first model was produced from an open mould by Taiwanese manufacturer Wellgo, but as the DMR pedals flew off the shelves it became clear they would be able to take things further and have their own tooling made – a big step for any company, let alone one as small as DMR in the early days.

Replaceable pins were ideal for mountain bikers, who would snap pins off constantly

High quality end caps made servicing the pedals easy

DMR’s next major move was the mighty Trailstar frame, which gave dirt jump-hungry mountain bikers a dedicated frame, when most were using extra small XC frames. Damian and Matt then found themselves at the forefront of a rapidly expanding part of mountain biking, and haven’t looked back.

The DMR logo progression from 1995 – 2014

20 years on, and DMR now have a huge range featuring frames, forks, cranks, wheels, pedals and even complete bikes – though it’s quite fitting that the humble pedal that earnt them a name is one of the things more recently over hauled to great success.

These latest V12 magnesium pedals weigh just 173grams each – 118grams lighter than the original, and they are 12mm thinner too at an impressive 16mm. They are a much better shape, far more stable and look futuristic – yet still retain part of the original look, and all of the appeal.

DMR V12 original 1995 | DMR V12 Magnesium 2015

Although the early V12 was the right shape, the 2015 version is nearly half as thick, increasing stability

The modern V12 is a beautiful looking shape, and features replaceable grub screw pins for traction. Even when mangled they can be easily removed – unlike the early pins that screwed in from the rear.

Sleek and good looking – the latest magnesium DMR V12

For 2015, DMR bikes are celebrating their 20th year in the mountain bike market, and just like their origin as a rider born company, they continue to keep DMR a company with a designed by riders, for riders mantra.

Long term DMR rider Olly Wilkins is fronting up the DMR brand now, and is bringing fresh new appeal and some adventurous new products to light. Check out the full range here.

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