dojo Pricing and Build Options

Our 2014 bike is called the dojo. Not the Dojo, or the doJo as we would name it if we wanted $38 million in venture capital. If you would like to give us $38 million, please do so without the expectation of equity.

Yesterday Facebook blew the eff up when we asked it what it thought the price of the dojo would be, fully built with Force22, a Deda Zero cockpit, and our FSW 23 wheels that come with White Industries hubs standard. 100+ comments in a few hours is unsubtle enough even for us to pick up on. That, or you all want to win a free pint glass for guessing correctly. 

Below is what the pricing and options look like. We'll be building these into a configurator in our store over the next couple of days so you can pull on all the drop down menus you like and see how your final product changes. For all of these options, you'll naturally be able to choose stem length, bar width, seatpost setback, tape color, cassette ratio and standard or girlie-tee compact crankset. 

Note also that these are pre-order prices. In-stock prices aren't finalized but will likely be about $400 more for the frameset and somewhere between $600 and $800 more for the complete bike, depending on wheels, gruppo and build kit.

  • Frameset Only: $1045
  • Add a gruppo
    • SRAM Force22: +$868
    • SRAM Red22: +$1719
    • Shimano Ultegra 6800: +$804
    • Shimano Dura Ace 9000: +$1808
    • Shimano Ultegra Di2: +$1219
    • Shimano Dura Ace Di2: +$3183
    • Campagnolo Chorus: +$1319
    • Campagnolo Super Record: +$2420
  • Add a build kit (bars, stem, post, saddle, tires, tubes, bar tape)
    • Deda Zero: +$336
    • FSA SLK: +$491
    • Ritchey WCS alloy: +$363
    • Ritchey Superlogic carbon: +$793
  • Add wheels
    • November FSW 23 with White Industries hubs (your choice of color): +$745
    • November Rail 34 with White Industries hubs (your choice of color): +$1445
    • November Rail 52 with White Industries hubs (your choice of color): +$1445
  • Add professional build
    • +$200

So get out your calculators or set up your spreadsheets to see how much you're in for. Each of these options are just that - options. If you want to get a frameset and gruppo only and build up with your own kit, that's great. Or if you want a frame and wheels you can do that too.

Final artwork

We're close to final artwork. When we have it we'll share it here and also on a product page for the dojo so you can decide which colorway you'd like. The picture of the mockup at the right is very close to the final scheme for our Penguin Colorway, which will only feature the raw matte UD carbon and some white accents. We are also creating an all black version where the white accents you see at right will be replaced by a graphite with subtle contrast to the matte UD carbon. The White Industries hubs on the FSW and Rail wheels are available in 6 non-black colors, if you'd like to add some visual variety that way. 

The all black version will only be available through pre-order. We'll bring some bikes in stock but they will all have the white accents. 


Once our design agency finishes up with the artwork we're cleared for pre-order takeoff. The exact date of that is ASAFP. The pre-order will very likely run through Christmas so build that into your (or your favorite gift giver's) planning. With that timing, frames are arriving here in April. QA begins right away and we typically begin shipping the first frames within a few days of receiving them. Complete unbuilt bikes will also be ready to go, and built bikes will take some additional days depending on how many there are. 

At a glance builds

Our least expensive option for a complete dojo would be equipped with FSW wheels, a Deda Zero cockpit and Ultegra gruppo for $2930. If SRAM is your thing, Force22 set up the same way is $2993. Upgrade to an Ultegra bike with Rails and you're in for $3670 with Ultegra and $3693 with Force22.

Ultegra Di2 starts at $3345. SRAM Red22 is $3845 and up. Our least expensve Campy bike is with Chorus at $3445. 

Our halo build is built with DuraAce Di2 with Ritchey Superlogic and Rails, and is $6665. Add $200 to any of these prices if we're building it for you.


Use the comments please. We're listening.

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Tod – It's on our FB page at (hopefully that works). We're launching the dojo product page imminently.George – You'll be delighted to hear… the rims will weigh more than 400 grams. We had a list of priorities, the highest of which was the same "holy crap I can't believe the lines I can throw these puppies through" handling that the Rail 52 has. That meant 18mm across the brake track inside. Depth is a secondary driver of weight these days, width is a primary. Depth is easier to structurally support than width. Plus the design philosophy that make the Rail 52s as slippery as they are, and as stable in crosswinds as they are, meant barking up that same tree for the 34. Which means we are once again that the widest part of the rim is down from the brake track. Weight was a consideration, but it's pretty far down the list – behind everything that I talked about above, plus enough durability to take whatever comes, including cx and unimproved and mixed surface road use. The time when weight matters most is on on the scale, and on product specs, which is why so many brands fudge-to-outright-lie about what their rims or wheels weigh. A 50 gram difference in the rims (and I'm not saying that 34s are going to be 425 – they won't – this is just an academic point) adds up to a grand total of about 1.7 seconds per hour on an 8% climb. There are sites where you can play around with this stuff. I don't particularly believe it's ever accurately been modeled, but order of magnitude it gives you a good picture. 400 or 500 grams difference, sure you'll feel that between rims, but you're not going to get that much below that on any rim that will handle anything like a 34 without going to a tubular, and though I can guarantee that one of the next few comments will ask if we're going to make a tubular 34 (more likely than 52 due to it being an ideal cross rim, but it's not on the front burner at all), the world speaks loud and clear every day of its preference for clinchers. CyclingTips just reviewed a set of Rails built by our NZL/AUS distributor (, where their immediate responsiveness to the reviewer's efforts were particularly noted. As said of the 52s in their review (, the 34s will be similarly comparable to other wheels in their depth/width class. So yes, rim weight under 400 grams would be awesome. It would allow us to say "hey! Our rims are under 400 grams!" Unfortunately, it would compromise the other aspects that are more important to our aims. So they aren't. This probably begs the question of "if they aren't lighter, then what are they?" Well, for one, they are lighter than 52s. A lot of people are still into shallower wheels in order to get the least wind-affected handling they can get (although I still marvel at the stability of 52s), and a lot of people just really really like somewhat shallower wheels. People were insistently asking for a wheel that did all of the things a 52 does, just shallower. Neither will they be what anyone could reasonably refer to as heavy, given what they do.

Dave Kirkpatrick

Do you have a frame geometry chart available yet?


Yeah!!! Rail 34….finally…anticipating details that will hopefully start trickling out soon…rim weight under 400 would be awesome…

George C

I like what you guys are doing. Congrats!Quick question on the Ultegra Di2 build option. Is the quoted pricing for 6870 or 6770?.Thanks

Bill Percival

Ashwin, your comment hits on something we talk about a lot, and which is the subject of a very near future blog – building aspiration in a brand. Without giving away the punchline, building the kind of aspiration and nostalgia you're talking about is exceptionally difficult with a business model like ours – maybe even by definition impossible. In my mind, what creates nostalgia for a bike has to do with customization. You get a size or color of a frame just for you, or to a much lesser extend a build that you personally curate, and the bike has more personal meaning. Or rather, the added expense of this customization has more meaning to you than the market at large, which backs into a lifetime bike since nobody else is willing to pay for the specific details that the original buyer invested into. Is it possible to be a pro deal for everyone and still aspirational? Maybe. But if it's not, there's more white space where we are playing now, and we're better qualified to win on this end of the spectrum. A limited edition colorway like you suggest absolutely starts to bridge the gap between commoditized and iconic, but would you be so amped up on the idea if the limited edition was purple or sea foam green or some other color you haven't personally chosen? That's where Frameconomics enters the discussion, right? Guessing wrong is costly in a number of different ways, and we're not so delusional to think that we can kingmake a colorway by virtue of choosing it, as other brands seem to believe.Most of the rest of your questions will be answered within the next few days as we release more complete info on the dojo. I will tell you though that the Dojo is a road racing frame, with fairly standard tire clearance. Most 25mm tire / rim combos should be fine, and fewer 28mm tires. They vary depending on the manufacturer, model and the rim they're mounted on. But as a race bike, it works awesome with Rails and the 23mm tires for which the wheels are optimized. Finally, I wouldn't characterize unbranded frames from Chinese trading companies as "stealth." The word I'd use is "anonymous."

Mike May

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