Barcelona gravel brand Guava comes to the UK and Ireland
Founded in 2023 by David Alvarez and Nacho Suarez, Guava Freedom Machines are now coming to the UK and Ireland. Based in Spain’s design capital of Barcelona, Guava only uses High-Modulus carbon fibre in its framesets and one-piece cockpits. The geometry is designed to be fun and lively, versatile and confidence-inspiring. The frames are manufactured exclusively in Asia using Guava’s own unique closed moulds. Each frame set is then painted and every bike assembled by hand in Barcelona to order.
Guava Bikes is supported by the venture portion of Never Say Never, the Sports Entertainment company of Andres Iniesta. Together with Guava co-founder Bojan Krkic, a former Barcelona and Stoke City player, these former Barca players are putting their weight behind Guava Bikes in the UK & Ireland, and worldwide.
Currently, it’s a direct to consumer affair for Guava in the UK and Ireland, but pundits might note that many other new entrants to the market started with D2C before expanding their route to market to include a shop network (though CIN has no inside knowledge about Guava’s grand plan).
Seattle-born and now living in Barcelona, David Alvarez has over 20 years working in the bicycle industry, including trade stints in Belgium and Japan. Nacho, a Barcelona native, is a qualified Industrial engineer with years of experience as a pro bike mechanic, enduro racer, and project manager. He heads up all aspects of product development and operations.
This April, David Alvarez approached Rory Hitchens and his Brand Building Consultancy, Greenleaves Cycling, to launch and grow GUAVA bikes in the UK and Ireland.
“We meet a lot of British riders here in Girona and Barcelona,” said David (the brand has appeared at Sea Otter Europe). “The UK is clearly in love with Gravel, and we want to be part of the fast-growing scene there. Rory’s long-standing reputation for successfully building brands, his love of cycling off-road and strong connections in the UK Gravel Community, means that we are ;erfectly aligned to launch GUAVA now in our first market after Spain.”
Rory added: “GUAVA shouts loud as a fresh and exciting brand. David and Nacho have an exceptional product with a clear vison for the brand. We already have plans for Events, Collaborations, and Demos within the UK and Ireland. On my first ride in Barcelona, then with my first real press on the pedals at Gritfest in Wales, I immediately felt confident and at home aboard the GUAVA. This truly is a great bike! I’m ready to bring a smile and the promise of great rides to new Gravel Fans across the UK and Ireland.”
