In Nov 2004, Sarah and her Manager of 11 years Roger Mortimer approached Avanti Bicycles with an idea of forming a new partnership of creating a brand of bikes that were 100% focused on women. At the time Avanti had sponsored Sarah for the previous 3 years and the partnership had just finished a very successful working relationship of creating Ulmer’s New Zealand designed and built custom made carbon pursuit bike which powered Sarah to Olympic glory.

Ulmer and Mortimer formed a company called SUB (sarah-ulmer-brand) and started work forming a team within SUB and used the wealth of experience within Avanti design team to create a line of bikes and clothing from scratch.

Now entering its third season on the market the brand is growing in strength and the design and tweaking has never stopped. Sarah is hands on with every step of the design process, she samples all the clothing and races or test rides all prototypes before they get signed off for production.

One of the main reasons for SUB choosing Avanti for a long term partner was for what they stand for. They design and produce their own product (Please refer to the ADT pdf below). Most leading companies nowadays are forced to cut overheads and pull framesets directly of the racks and slap on some stickers and throw some marketing jargon in there for good measures.

Not here, we design every bike we sell and our women race on our women’s race bike.