Approximately 30 firefighters responded to a significant fire at Atherton Bikes, located within the Treowain business park in Machynlleth, Powys, on Sunday morning at 08:00 BST. The incident left the factory's owners, world champion mountain bikers Gee and Rachel Atherton, describing themselves as devastated by the loss.
A substantial plume of grey smoke rose over the town throughout the morning, prompting local authorities to issue guidance to residents to keep their doors and windows closed as a precaution. Dyfed Powys Police also advised members of the public to avoid the immediate area while emergency services worked to contain the fire.
Response from the Atherton siblings
The owners expressed their distress over the incident and its impact on those connected to their business. Gee Atherton released a statement acknowledging the severity of the situation, saying
"This is heartbreaking news. We'll update customers, all of you guys waiting for bikes in the next few days. We'll be in touch as soon as we can."
Rachel Atherton, Gee's sister, shared her own perspective in a video posted to social media, emphasizing that the most critical outcome was the safety of all individuals involved. She stated
"The most important thing is no-one was injured and everyone is safe,"and extended her gratitude to the emergency responders, describing the firefighters as
"amazing."
How many emergency crews responded?
The fire service deployed resources from multiple locations to tackle the blaze. Two crews from the local fire station in Machynlleth arrived first, supported by two appliances dispatched from Aberystwyth and a third appliance from Llanidloes. In addition to these crews, Shropshire Fire and Rescue Service contributed specialized equipment to the response, including an aerial ladder platform and a water bowser stationed at Oswestry.
Key Facts
- The fire occurred at Atherton Bikes in Machynlleth, Powys on Sunday at 08:00 BST
- Approximately 30 firefighters were deployed to combat the blaze
- No injuries were reported and all personnel were confirmed safe
- Fire crews from Machynlleth, Aberystwyth, and Llanidloes responded, with additional support from Shropshire Fire and Rescue Service
- The Atherton siblings, both world champion mountain bikers, pledged to update customers about their orders in the coming days
