A major fire has caused serious damage at the Machynlleth headquarters of mountain bike manufacturer Atherton Bikes.

Around 30 firefighters were called to the company’s factory at Treowain Business Park shortly after 8am on Sunday, 11 October.

Rachel and Gee Atherton later spoke via Facebook about the blaze, with Gee describing the damage to the company’s base as “heartbreaking”.

Rachel thanked firefighters for their response and confirmed that nobody had been injured.

Smoke from the fire could be seen across Machynlleth as crews worked to bring the blaze under control, with residents advised to keep doors and windows closed and avoid the area. Firefighters from Machynlleth, Aberystwyth and Llanidloes attended, with support also provided by Shropshire Fire and Rescue Service.

Atherton Bikes, founded by siblings Dan, Gee and Rachel Atherton, designs and manufactures its bike frames in Machynlleth. The company was established in 2019 and brought its manufacturing operation in-house in the town in 2021, making the Treowain site a key part of its business. Its Machynlleth operation has since become closely associated with the company’s distinctive approach to bike manufacturing, with frames produced locally for riders and customers around the world.

The Atherton name is also well known internationally through the siblings’ success in downhill and mountain bike racing, helping give the Machynlleth-based business a profile far beyond mid Wales.

Following the fire, Atherton Bikes said it was still assessing the extent of the damage and disruption.

The company has warned customers that production and deliveries are expected to be affected, although the scale and duration of that disruption are not yet clear. Customers with existing orders are expected to be contacted once the company has a better understanding of the impact.

The cause of the fire has not yet been confirmed.

Further details on the extent of the damage, disruption to production and the company’s next steps are expected as assessments continue.