The ENVE Fray is an All-Road, All Things to All Riders Machine

ENVE launched the new color lineup for the Fray today. It’s a bike we haven’t covered yet so I thought that it’s a good time for us to do so and give you all some details in addition to some photos.

If you haven’t noticed, ENVE is now in the bike business. They have slowly started to add beyond their 100% custom bike program, the appropriately named Custom Road, which rolled out in 2021. ENVE added the Melee in the summer of 2022, and in 2023 brought out the MOG — Mother of All Gravel. The Fray was the latest add-on to the line-up. Still, even with the four frames ENVE now makes, ENVE is still mostly a composite and wheel manufacturer based in the USA. It is estimated that frames only make up between 5 and 10 percent of their total SKUs.

Back to the Fray: this is ENVE’s approach to the “all road” category in the bike space which makes sense as to why they added it last. In my opinion, the designed purpose for this (and bikes like it) is to hit all of the specific needs of a given category at a rate of 70-80%. For example, let’s say you wanted to rate the Fray as a fast road bike for crits, it would probably be a 7 out of 10. If you wanted to rate it as a gravel bike with big tire clearance, it would also probably be a 7 out of 10. But if you wanted to give it an all around rating, though, it would probably be a 8 out 10. Because the Fray can do almost anything you need with just a couple of limitations.

New Color Way

Included with Frame

Frame & Fork

With seven size choices, the fitting range is pretty standard but ENVE did an impressive job at keeping the ride quality the same for each type of rider by offering four different fork rakes. Usually you will see a maximum of two to three options. Rake is measured in mm from the steering axis. Generally speaking, smaller frames typically have steeper head tube angles (measured in degrees—usually around 71-73°). A steeper angle naturally creates less trail and quicker steering. Adding more rake (55mm) counteracts this, preventing the small bike from feeling too twitchy. Larger frames usually have slacker head tube angles. Less rake (43mm) on those frames prevents the steering from feeling different from those of smaller bikes.

You can really see that in the geometry chart.

Tire Clearance

It’s all about that “8 out of 10” mentality here. Can you do a lot of different riding on this bike? Definitely, but I while I might enjoy this for some of the BWR events, I would never want to use this bike for Unbound. I’m also pretty sure this would be a really solid cross bike option.

Storage & Mounting

The Fray has the same frame storage as the MOG. That means your jersey pockets are free from things you should carry but hope you don’t need.

DTC or B2B?

This is where things get different: the tension between direct-to-consumer and business-to-business (AKA buying from ENVE directly or from one of their dealers). At this point, this is where I see things: ENVE is trying to control the customer experience as much as possible while at the same time supporting their loyal dealer network. While at the same time dipping their toes in what could be a DTC via a Dealer. I would imagine this is a lesson they learned when they choose to go away from a lot of OEM stuff: how can they create a premium product that people will buy with retail partners. So while they would probably want all the margin from a DTC sale, they still see the importance of the local shop. I don’t really see a issue with this. It’s a great way to keep dealers active but also keep them on their toes when it comes to customer service (which has become an issue with some shops these days).

“Spec’d for Speed” Customization

Here’s an example of how that relationship can work: you can get on ENVE website and build that perfect spec for you, with extensive customization, through their Spec’d for Speed program. Then you can take that information over to your local ENVE dealer and do the purchase and pick up from there.

Like a lot of DTC brands, the customer can really dial in exactly what they are wanting and have a MSRP price that to go with it. Here’s a few things that you can specify in that program:

• Handlebar model and width selection
• Wheel selection
• Groupset options
• Crank length
• Stem length
• Seatpost setback options

And here’s a sampling of the build pricing:

Limitations and take away

At some point, you are going to have to deal with a local bike shop and if you don’t have an ENVE dealer near you that will be a factor to consider. And ENVE does have some limitations on parts you can use on the Fray.

For example, the fork will only accept 160mm brake rotors. And there’s groupset limitations, too. If you wanted to use Campagnolo at all, you’re stuck with a Campy 1X group only; 2X mechanical or EPS is incompatible. You also can’t run a SRAM 2X mechanical drivetrain on a Fray.

The only thing I would like from this bike is a 42mm tire clearance I feel like I personally can do just about anything I “need” with a 42mm tire at this point this bike would truly be a “one and done”.

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