About us.

We focus on one thing: building you the best set of wheels we possibly can. 

When we started in 2010, our aim was simply to provide a way for avid cyclists and racers like ourselves to access great equipment at more affordable prices than what mainstream companies offered - kind of the "97% of the performance at 50% of the price" thing.

In the time between then and now, a lot's changed and so have we. Through years of experience and dedication to our craft, investing in the dogged pursuit and sharing of knowledge, and the relentless exploration of products and techniques, we're now positive that we are offering more performance than others, at prices that are more affordable than we've ever had. 

Since no distribution medium works as well as us dealing directly with you, we've chosen to eliminate the cost and interference of resellers. When you talk to us, you're talking to the people who actually build your wheels. And while we invest wisely in materials, tools, and techniques to build the best wheels, we work in a basic space that merely allows us to do our job with no extraneous cost.

We may not be the hippest account on Instagram (although ours is actually pretty good), we may not sponsor the fastest team in your region (which would only cost you money anyhow), but what we are is simply the best wheel purchase and ownership experience you can find.