It’s simple. We celebrate our athletes and teams every day, and it was about time we created a space to showcase their personalities, accomplishments, race gear, photos and behind-the-scenes footage not found anywhere else.
We love our riders because their feedback helps us pursue perfection in our products. Their very existence pushes us to continually re-think the way we approach performance and innovation. Our riders love us because we make the bikes and equipment that help them win. And because, not so secretly, we want to be them, and who doesn’t covet that kind of attention?
So, there you have it. This site is the result of the collective love we have for our teams, athletes and the sport / art / obsession we like to call riding.