Endura Ltd was founded in Edinburgh, Scotland in 1992 by a keen club cyclist (Jim McFarlane) after his return to Scotland from a 14 month stay in Sydney. Whilst living in Australia Jim had been entering the cycle portion of team triathlon events and, at one such event, had his kit stolen causing him to have to browse for a complete set of replacement kit. After a great deal of disappointment as to what was on offer he decided that upon his return to Scotland he would attempt to produce cycle clothing that was focussed on function and longevity without cutting corners on material and construction and this is the enduring ethos that still permeates throughout Endura today.
The company initially worked with quality garment factories in central Scotland to provide cycle clothing however it quickly became apparent that general purpose garment factories lacked the specialist knowledge and equipment to manufacture performance cycle clothing and so Endura began manufacturing all of its own clothing in 1993 and has increased its in-house manufacturing of technical cycle clothing year on year right up to the present time.
Endura’s first offering was its MT500 range of shorts, tights and jerseys which were launched into the market at the time when mountain biking was growing rapidly in popularity. The range was an instant success and established the brand almost overnight as the choice of clothing for the new breed of mountain bikers in the UK.
Since then Endura has grown to become the largest brand of cycle clothing in the UK and now has established or pending distributors around Europe, Scandinavia, Russia, South Africa, Australia, Canada, and the Far East with a range that spans MTB, road and commuter clothing.
In the USA, Endura products are distrbuted by Endura Inc, based in Indianapolis.
In its history, the company has won many magazine product awards along with various industry awards including Eurobike Design Awards for clothing.
Winners North and Scotland Region (SME category) in the HSBC Global Connections Competition 2014.
Production Facilities and Profile
The company currently manufactures both with partner companies and also in its own custom built 42,000 square feet (3,900 sq m) facility in Livingston, Scotland where its equipment includes a modern printing works with high speed sublimation digital printing equipment. Endura’s specialist production lines include ultrasonic welding and cutting equipment, bonding presses, tension free fabric cutting, laser cutting, CAD pattern design, auto-lay planning and almost all types of sewing machines.
We have bonded warehouse facilities in Shanghai where our Far Eastern QC team operates from.
The company’s philosophy remains true to its original concept of high performance, long lasting cycle clothing using the best available materials and design and by investing heavily in development and innovation (the company now has multiple patents granted and pending).
All sales and marketing staff, all directors and our product development team are all cyclists who are passionate about cycling and developing the best possible products for cycling.
In addition to the product input from the in-house team, Endura works closely with a number of riders – from World and British Champions to club racers and commuters – to develop and refine our clothing.
Endura have long history of supporting athletes of all descriptions and events for all types of cyclist.
In 2014, Endura are headline sponsors of the Endura Lionheart Cyclosportive in south-west England and the Endura Tour ‘o the Borders in Scotland.
We’re also the clothing sponsors for the Etape Series, the closed-road sportive series in the British Isles, including the Marie Curie Cancer Care Etape Caledonia in Scotland and Marie Curie Cancer Care Etape Pennines in England.
We also sponsor a wide range of events all over the world – from the Roc d’Azur in France to the Endura MTB Series in New Zealand.
On the road, we’re the co-title sponsor of the Pro Continential licenced Team NetApp-Endura, a continuation of the Endura Racing project, and the performance clothing sponsors of Movistar Team, the UCI’s number one ranked WorldTour team in 2013.
Offroad – we’re the apparel sponsor of the Betch.nl Superior Brentjens Mountain Bike Team which is managed by Olympic gold medallist Bart Brentjens and are clothing sponsor to Tracy Moseley – 2013 Enduro World Series Champion, 2010 DH World Champion, twice DH World Cup winner & multiple British National DH Champion. We’re also the clothing sponsor of Chris Smith, the renowned British freerider and dirt jumper.