Ethos

WE HELP CYCLISTS UNLOCK THEIR POTENTIAL. OUR ETHOS SHAPES WHERE WE HAVE COME FROM, WHERE WE ARE AND WHERE WE ARE GOING.

1/ We will always put people first. Helping our customers unlock their potential. Beating records. Setting PBs. Getting outside and connecting. Exploring in nature. Spending time with friends.

2/ We will forge deep, long-lasting relationships. Making sure everyone we work with shares in our success. We cannot do it alone. In return we expect the highest standards of safety and labour practices across our supply chain.

3/ We will always keep things simple. We care about great design and top quality materials and engineering. No gimmicks.

4/ We are not about endless choice. On balance we think too much choice is a bad thing.  

5/ We will build a new community from scratch. It won’t happen overnight but we will be persistent and patient. We will form good habits. We will water it.