Ellsworth Handcrafted Bicycles and Infinit Nutrition, who have joined the party with three-year contracts, are category leaders in their own respective areas.

Laird Knight, CEO of Granny Gear Productions, says: “It’s all about the fit. If the product isn’t relevant to mountain bikers, the sponsorship isn’t going to work for anyone. I like to represent companies who have long-standing commitments to product quality and customer service. I’m very proud to have created partnerships with both Ellsworth Bicycles and Infinit Nutrition. With these two companies, we’ve got the best machine and the best fuel for the motors that will be riding them. How perfect is that?”

“It’s the Superbowl of cycling,” says Tony Ellsworth, founder and CEO of Ellsworth Bicycles, about the Suzuki 24 Hour Series. “Competitors and fans of all levels and interests converging on the venues for the pure love of mountain biking. You really have to be there to know what it means. This is the future of mountain biking.”

At this party, it’s usually BYOB - bring your own bike - but Ellsworth Bicycles will bring a line-up of their own race-specific steeds that racers can borrow for test rides. Tony Ellsworth announced plans to sponsor a “most improved lap” competition–displaying this sponsor’s commitment to help all riders succeed, not just the big names of endurance racing.

Keeping the tanks full of high-performance fuel is the goal of Infinit Nutrition’s association with the Suzuki 24 Hour Series. Just as Granny Gear’s events challenge the concept of mountain bike racing, Infinit’s unique and highly customizable energy replacement drinks also break the mold. “Being able to individually tailor the amounts of electrolytes and calories and even the flavor of the product to the athlete’s own taste and physiological needs gives the Infinit user a huge advantage in a dynamic, testing environment like the Suzuki 24s”, says Folan.

Being part of such a passionate community implies a commitment to both give and receive. For as much as Ellsworth and Infinit receive product feedback from their association with the Suzuki 24 Hour Series, they will also give generously of their R&D expertise. “We really want to give something to these events and their fans,” says Infinit’s Folan. To that end, he plans not only product sampling at the races, but “something unique” at the Infinit expo tent that riders and fans will have to attend to find out and experience for themselves.

“Granny Gear’s 24’s are very cool events-they are unique, cutting-edge and really push the envelope of an athlete’s endurance. But mostly, they are fun to be a part of. It reminds me of the early days of triathlon racing, where everyone was encouraged by the community of racers to do their best,” says Folan.

Similarly, Mountain Bike pioneer Joe Murray was reminded of the spirit of the early days of mountain biking when he attended his first Granny Gear race, in Moab in 1996…. “Joe’s remarks made me very proud and hopeful. I’ve always believed that sportsmanship, comradery and fun were the hallmarks of this sport and it was very satisfying to know that was the experience that folks were getting from our events,” said Knight.

This collective effort from the riders of the series will also serve to test and develop the bicycles and components Ellsworth crafts, such as the Truth frameset, a work-in-progress for over 15 years. The mainstay cross-country racing bike of the Ellsworth line, the full-suspension Truth, utilizes Ellsworth’s proprietary, nearly 100% efficient, Instant Center Tracking suspension technology, which is perfectly suited to the rigors of 24-hour racing and is “one of the most popular high-end frames used by non-sponsored riders at Granny Gear 24-hour events,” according to Paul Verdile, Ellsworth National Sales Manager.

In the end, both Infinit and Ellsworth say that it’s the good time that the Suzuki 24 Hour Series represents that drew them in and keeps them involved. “Granny Gear’s events came well-recommended from several of the elite athletes we work with,” says Folan. “But it’s my own experience with these races that made me want to become involved. And, you’ll see me at most of the series races this year - who’d give up the chance to do business and have an absolute blast at the same time?”