Authenticity is essential in anything that we do as a company. We are, first and foremost, people who love bikes and truly believe that we are working to make riding bikes better. As a small employee owned and operated company headquartered in the mountains of Western North Carolina. We have leaned into these elements that make us unique and special as a company and never try to portray ourselves as something we are not.

A deep Craftsmanship should be evident in everything that is done within our company - just as it is always evident in our products. The perception of a brand’s quality is often subconscious, and a poor-quality package, blurry photo or broken webpage can speak volumes to a customer even if they don’t realize it. Everything we do as a company will aim to reinforce the level of quality and attention to detail.

Our products are designed to be the premium Alternative to widely produced products aimed at the mainstream. Therefore, it is important that as a company, we reinforce that ethos of alternative in everything that we produce. From advertisements to photographs to how we present our brand at trade shows and events - we are always focused on being different from what is standard and expected in the cycling industry.