There's Method in the Madness
Words by Hannah Tapping
Leave the everyday behind and rediscover the freedom of the great outdoors.
Super73 R-Adventure with accessories – surfboard rack and wing mirrors
From Californian-inspired e-bikes and ingenious folding designs to surfboards shaped by decades of surf culture a family business, located on Dunveth Business Park in Wadebridge, is helping people make more of their time outdoors. One of the best things about spending time outdoors, is that there is more to discover at every turn in the track. You might have plans to spend your days on the beach, only to find yourself exploring inland lanes, seeking out new places to eat or looking for a reason to stay outside a little longer. And increasingly, that means rethinking how we get around.
Electric bikes have opened up a whole new way to explore, whether that means travelling between places without taking the car, heading out on a trail or simply making a spontaneous afternoon of it. In Wadebridge, MAD Water Sports has recognised this growing interest and built an offering that brings together cycling, watersports and outdoor living, all underpinned by more than two decades of experience on Cornwall’s water and coastline.
This well-established family business has genuine roots in the Cornish lifestyle. It began as a specialist outdoor activity centre more than 20 years ago accommodating groups for activity holidays and training outdoor instructors in various activity specialisms. It has since evolved into a watersport retailer, supplying surfboards, paddleboards and wetsuits to people keen to make the most of their time on the water. In recent years, the business has expanded to include electric bikes and outdoor lifestyle products, reflecting the many ways people now choose to spend their time outside.
The e-bike collection is especially interesting because it goes beyond a single idea of what an electric bike should be. MAD Water Sports stocks three brands – SUPER73, UTO and Kona – each offering a different approach to design, performance and practicality.
SUPER73 is perhaps the most immediately recognisable. The Californian lifestyle brand brings together motorbike-inspired styling and cycling culture, with fat tyres and bold designs that stand out on the road. Its bikes are suited to urban riding and appropriate off-road terrain, appealing to riders who want their bike to be as much a statement of personal style as a means of getting around. The brand has attracted high-profile riders including Guy Ritchie, Jason Statham and writer Jez Butterworth. MAD Water Sports is the UK’s largest SUPER73 retailer and an authorised service centre, with the full range available. There is plenty of scope to make a bike your own, too, with accessories such as racks, bags, alarms and locks available in store and online.
What makes the buying experience worth noting is the service behind it. The team builds the bikes, fits any chosen accessories, charges the battery and offers hand delivery, so customers can receive their bike ready to ride. For someone travelling to Cornwall for a few days or opening up a second home for the season, that is a practical advantage. Rather than spending valuable time assembling a bike, the idea is to have everything prepared before the first outing.
All SUPER73 models have multiple levels of assistance and are road legal in the UK and Europe, according to the retailer. There is also something new on the horizon, with a completely new bike due to join the range in 2027.
For those who value practicality over bold styling, the French-built UTO range offers a very different proposition. Formerly known as Eovolt, UTO specialises in folding electric bikes designed to fit around everyday life. They make sense for commuters who need to take a bike onto a train or into an office, and for campers who want to carry bikes without losing valuable space in a vehicle. The smaller 16-inch models are especially useful when storage is limited, with the potential to fit into some of the smallest car boots before a journey to the start of a cycle trail. The PRO range takes convenience further with automatic gearing, meaning riders do not need to change gears manually.
UTO has also moved into the cargo and passenger market with its OG200. Designed to carry two adults and a child, as well as luggage on the front rack, it offers another option for people looking to make more journeys by bike. For second-home owners, the folding models are worth considering for their flexibility. They can be stored between visits, transported when needed and used for local journeys without the need to accommodate a full-sized bike permanently. MAD Water Sports also offers hand delivery for UTO bikes, making it possible to arrange delivery around a planned stay.
The third brand in the collection, Kona, brings a more performance-led cycling heritage. Founded in Canada in 1988, the company became a pioneer in mountain biking and is known for its innovative designs. Its electric range includes high-end, full-suspension mountain bikes, which have received excellent reviews and are ridden on trails around the world. For everyday journeys, Kona’s Dew-E family and three hub-drive models provide alternatives aimed at commuters and riders looking for a practical way to get around. It is a useful reminder that the appeal of an e-bike is not limited to leisure riding. For some people, it is about reaching a trail; for others, it is about making shorter journeys without relying on the car.
Across all three brands, MAD Water Sports offers a hands-on service, including bike preparation and hand delivery. That personal approach is consistent with the business’s wider ethos: helping customers choose the right equipment for how they intend to use it, rather than simply selling them a product. The shop’s watersports roots remain central to the business. Its surfboard collection includes Thunderbolt, Firewire and Channel Islands, alongside Torq, Sharp Eye and Delperro.
There is something for a wide range of surfers, from beginners looking for their first board to experienced riders searching for a more specialised design. Beginner surfboards start at around £200, and the team offers advice on finding the right board for each customer. Some Channel Islands models can also be ordered to suit individual preferences, including colours and finishes.
Paddleboarders are equally well catered for, with inflatable and hard boards from Mistral, Starboard, TAHE, NSP and O’Brien, while the wetsuit collection includes full-length and shorty styles. Customers can try wetsuits on in store, with gloves, boots, hats, hoods and other accessories available for colder days on the water. The wider outdoor offering includes waterproof changing robes, dry bags, snorkels and changing mats, alongside an extensive selection of YETI products. The Wadebridge shop stocks coolers, drinkware, chairs and outdoor gear, with in-store offers available at times.
For anyone planning a Cornish escape, the practical side of MAD Water Sports is as important as the product range. Its website allows customers to order online and arrange collection on arrival or delivery to their door. That means a bike can be organised before a trip, or equipment selected in advance, leaving more time to enjoy the reason for being here.
MAD Water Sports has grown beyond its original focus on surfing and paddleboarding, but it has not lost sight of what brought the business here in the first place: a love of spending time outdoors. Its e-bike collection is a natural extension of that experience, giving customers more ways to explore Cornwall, whether on two wheels, in the water or simply making the most of a day outside. For me, that is what makes the business worth knowing about. It is not simply the breadth of brands on offer, but the combination of choice, practical advice and a service designed around the customer.
