Pete Jones, doing what he does

In their efforts to get noticed, your typical bike company will sponsor riders who win races or ride off cliffs and get big pictures in magazines. Fine if your customers aspire to that sort of thing, but if you're selling "bikes for riding" a subtly different approach is required.

It's agains that background that On-One announce their sponsorshop of Trackster Man - otherwise known as BM stalwart Pete Jones.

As many BMers will be aware, Pete doesn't do racing or cliff hucks. He just rides huge distances in the middle of nowhere, often in remarkably inhospitable parts of the world, on his own, completely self sufficient. Which if you think about it is, in its own way, every bit as impressive as winning a two-hour race or dropping a thirty foot cliff. After all, most of us wouldn't do any of those things...

On-One owner Brant Richards said "Pete hasn't got any targets, remit or objectives for the year. Well, other than that I'd like him to take me and Dave for a ride sometime and scare us witless. I just liked the idea of having someone out there on our frame, riding how I'd like to be riding most of the time."

We asked Pete for a comment on his new deal but he hasn't got back to us yet, presumably because he's a healthy number of miles from the nearest phone line. Which is as it should be, really.