Endura

Endura is a cycling equipment brand founded and based in Scotland. Its own description places engineering and durable, performance-focused products at the centre of the brand. It serves different kinds of cycling, from trails and mountain biking to road riding, and presents its ambition as making the joy of riding accessible to more people. The range includes cycling clothing, shoes, protection and accessories. The official website features road, gravel and mountain-bike gear, including jerseys, shorts, jackets, gloves, helmets and wet-weather products. Its MT500 and Pro SL ranges are among the named collections shown on the site. The company also sells care products for clothing and equipment, such as apparel cleaner and re-proofer, and practical accessories such as a waterproof dirt bag that can be used as a changing mat. Endura describes itself as a global market leader and sells through its international-facing website. The brand is part of the Pentland Brands portfolio, within privately held Pentland Group. It retains a distinct Scottish identity in its brand voice and presents its products as built to last through repeated use. The official site currently promotes new-season kit and products for several cycling disciplines.

Endura was founded in Scotland in 1993 by Jim McFarlane. The brand developed around cycling apparel and a practical, performance-oriented approach to riding equipment. Its Scottish origin remains a prominent part of its identity: the company describes itself as both founded and based in Scotland, and its current brand voice uses Scottish expressions while speaking to cyclists across disciplines. Over time, Endura expanded beyond clothing into a broader range of cycling equipment, including shoes, protection and accessories. Its official site presents products for road, gravel and mountain biking, and identifies engineering, product quality and long service life as key principles. Collections and products shown include the MT500 mountain-bike range, Pro SL cycling apparel and Hummvee items. This breadth reflects the brand’s stated intent to serve riders regardless of the type of cycling they do. Endura also offers care products intended to preserve the performance and durability of technical garments. Its product-care collection includes apparel cleaner and re-proofer in different sizes, with the stated purpose of helping maintain weather resistance and technical materials. Other accessories address practical aspects of riding; for example, the MT500 Dirt Bag is described as a waterproof bag that opens out into a mat for changing after muddy rides. The brand became part of Pentland Brands, the brand-management business within the privately held Pentland Group. Endura continues to trade as a cycling brand through its own website, which features products for several riding disciplines and serves customers beyond its Scottish origins. Its current stated ambition is to become the world’s most-loved bike brand and to bring the joy of riding to more people.

• 2018

  Endura joins Pentland Brands

• 1993

  Endura founded in Scotland

Scottish-founded, engineering-led cycling equipment brand focused on durable, performance-oriented kit across cycling disciplines.

• MT500 range

  Mountain-bike products, including apparel and accessories.

• Pro SL range

  Cycling apparel including jerseys, jackets and gilets.

• Apparel care products

  Cleaner and re-proofer products intended to help maintain technical apparel.

• MT500 Dirt Bag

  A waterproof bag that can also be opened out as a mat for changing after a ride.

• 2021-03-24

  Endura unveils GV500 gravel range[5]Endura发布GV500砾石骑行系列bikebiz.com

  Reported: 2021-03-24

  Endura unveiled its new GV500 gravel range, including Reiver and Foyle apparel.

• 2020-11-11

  Brompton and Endura launch City Apparel AW20 Collection[6]Brompton与Endura推出City Apparel AW20系列road.cc

  Reported: 2020-11-11

  Brompton and Endura launched the City Apparel AW20 Collection, a range of commuter clothing including jackets, gilets and gloves.

• 2020-09-17

  Endura launches new MT500 waterproof kit[7]Endura推出全新MT500防水装备bikebiz.com

  Reported: 2020-09-17

  Endura launched its new MT500 waterproof kit, developed in conjunction with Rachel, Gee, and Dan Atherton.

• 2020-02-20

  Endura selects ECHOS Communications for North American PR services[8]Endura选定ECHOS Communications提供北美公关服务bicycleretailer.com

  Endura selected ECHOS Communications as its partner for North American public relations services.

• 2020-02-17

  Endura sponsors adventure cyclist James Hayden[9]Endura赞助冒险自行车运动员James Haydenbikebiz.com

  Reported: 2020-02-17

  Endura is to sponsor adventure cyclist James Hayden, a two-time winner of the Transcontinental Race.

1. 1Cycling Clothing & Accessories | Road, Gravel, MTB Cycling Gear | Enduraendurasport.com
2. 2About Us | Enduraendurasport.com
3. 3Cycling Care Products | Bike Maintenance & Apparel Care | Enduraendurasport.com
4. 4MT500 Dirt Bag - Grey | Endura USendurasport.com
5. 5Endura发布GV500砾石骑行系列bikebiz.com
6. 6Brompton与Endura推出City Apparel AW20系列road.cc
7. 7Endura推出全新MT500防水装备bikebiz.com
8. 8Endura选定ECHOS Communications提供北美公关服务bicycleretailer.com
9. 9Endura赞助冒险自行车运动员James Haydenbikebiz.com
10. 10Endura partners with ECHOS Communications for PR services - BikeBizbikebiz.com