From the beginning, we wanted to create something different; to create a riding experience that surpasses anything you have ever had. To achieve this, we have maintained a really strong connection between the best designers, leading athletes, and you.
You will notice a unique combination of people when looking into the collective. Some of us started out as athletes who preferred to ride all the time, instead of working. Over time, we reached a point in developing our own equipment where we enjoyed it so much that it became a form of work, and play. Then, there are those of us who came from the academic side of design or engineering and jumped at the opportunity to truly innovate.
This led to the concept of “By Innovators, For Innovators”, where the alignment between designers working to offer something new, and riders who are seriously pushing their limits comes into play.
That being said, we really enjoy making products for all riding levels, appreciating that some people are in it to win it, and others simply want to enjoy riding in the moment. These might not even be different people, and could just be how you feel on any given day. If you look a little deeper, you will see that some of our most passionate designers and testers are not always the best riders, so we really enjoy making incredible products for normal people too.