The big online brands have been very successful the past few years, but now one of these online giants is moving the other direction, by opening a huge shop; the YT Mill. We have a look what that’s all about.

The internet, since its inception in the early 1980’s, has brought many things that were totally unimaginable. Cat videos, memes, YouTube stars and even this online magazine. One of the biggest things the internet has impacted however, is how we inform ourselves, and how we buy our stuff. 

Information is now available for everyone, and through online reviews you don’t need to believe the salespersons word for it, but can even get in touch with other people that already own the item you’re eyeing up. 

When the first webshops were getting more and more accepted, several smart individuals recognized the potential of using the worldwide cyberspace to cut out the middlemen and sell their bikes straight to the end consumer. German YT Industries was one of the pioneers in this field, and over time they have become the rebellious big little giant in the group of online only bike brands. 

A lot has changed since the launch of their first dirt jump bike though. With a full grown, gravity inspired line up of many different models, colors and sizes, there is a bike for everyone. Dirt jump, E-MTB, Downhill or Enduro do-it-all machine, they got your back. 

Not only have they stepped up their game in the frame design, also the way they handle product launches has come to rival some of the world's biggest players. This summer saw the return of the Goat man, announcing their latest version of the YT Capra to the market with a banger, hollywood style 20 minute release short movie.  

Bricks

After many years of being web only, YT recently made a surprise move by opening brick and mortar showrooms. First at their HQ in Forchheim Germany and in San Clemente USA, and most recently in the Surrey Hills in the United Kingdom. 

When choosing the location for the Mill, it was a close tie between Bristol and the Surrey Hills. “One of the key things we were looking for was a building that met our needs and wishes.’’ “It had to have the right feel and size, as we really wanted to be able to give the YT vibe to anyone that visits.” says UK Manager James Lawrence.

“Not only did we want to be in a place where we could ride from the doorstep, but we also wanted the Mill to be easily accessible for a large number of people.” “When coming across the building we now call The Mill, we knew it was a winner.” 

The location just south of Guildford definitely delivers. London is around the corner, and even other major cities like Bristol and Birmingham are just a short drive away. There are trails from the doorstep, and within 20 minutes you are in the iconic Peaslake area. Not even mentioning Swinley Forest, Rogate and S4P. For South England, it’s as good as it gets. 

Timing

Opening in the middle of the Covid crisis, the UK branch was not able to launch with the humdrum that suits the Mill for what it actually is. Located in the greater London area’s favorite riding grounds, the 300m2 showroom, workshop and demo center is very impressive. 

Where many other brands hand out some banner or branded bike stands to their dealers, YT takes a different approach. The entire showroom is designed and regularly redecorated to breathe the atmosphere of their latest products. It’s more like a movie set than a bike shop. 

The bikes are presented with perfect lighting and matching banner artwork, while scattered across the showroom are artifacts of the latest campaign. Even the van and head of ‘The Goatman’ were transported to the UK flagship store.

Upping the game

When talking to James it is clear the Mill is working hard on being more than just a bike shop or showroom. “Currently we have 15 staff working at the YT Mill” he tells IMB. “Besides advising visitors, our staff also carries out repairs in the state of the art workshop, and handles customer enquiries via email.” 

“When recruiting for the Mill, we managed to hire a really good bunch of people. All avid riders and very experienced mechanics. Not only does this enables us to do almost everything in house, including suspension service and tuning, but we are also better able to understand the riders questions and give them proper advice.’’ 

“In the pandemic, bicycle sales and requests for the workshop were skyrocketing, but we’re quite happy that even at the busiest periods, we could service bikes within 14 days.”James notes. 

Besides the workshop and showroom, the YT Mill is also a place to meet and hang out. There is a café with comfy couches and some quality reading. A large merchandise section where you can find the latest YT clothing and there are regular ride outs scheduled from the Mill. Don’t have a YT? No worries, everyone is welcome regardless of what brand you ride. 

In case you want to find out what it’s like to ride a YT; the Mill has you covered. A demo fleet of over 50 different bikes in all sizes are available to try out free of charge. Just show up, or email the Mill to pre book your morning or afternoon ride. All you need to bring is a valid ID, Credit Card and your helmet.

What the future holds

When we ask if there are plans to open up more YT Mill locations, the answer remains vague. They first want to focus on making the current locations perfect, and work on bike availability. For now, the concept has proven very successful, showing the value of face to face contact, even for the greatest in the online direct to consumer game. 

For now, YT hopes the world and bike industry will return to what we once considered as normal. “Once events are on the maps again, we definitely plan to really make the most of the Mill.” “Of course we want to do more ride outs, invite our team riders over and host World Cup viewing parties.” So as restrictions are lifting, make sure to keep an eye out on the YT website for upcoming events. 

Want to have a look yourself?

  • THE YT MILL
  • UNIT 6A PEW CORNER
  • OLD PORTSMOUTH RD
  • GUILDFORD GU3 1LP
  • TUESDAY - SATURDAY | 09 AM - 05 PM
  • Email: service-UK@yt-industries.com
  • Telephone Number Mill: 01483617780 
  • Customer Service: 01483 617781
By Jarno Hoogland
Jarno's life has revolved around two wheels ever since he swung a leg over his first BMX at age 4. After a BMX and DH racing career, he moved on to work for bike shops, distributors and brands before ending up in the editors seat at IMB. Based in the ultimate testing ground in the Swiss mountains, he runs his guiding operation and makes sure every IMB issue is filled with top notch content.

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