Why we are starting with small, unsexy products.
Other brands chase the shiny new thing. We are building the boring stuff first - and that is exactly the point.
Every cycling brand wants to build the next flagship. The lightest frame. The smartest trainer. The most aerodynamic wheel. We get it - those are exciting products. But we are starting somewhere else.
The unsexy gap
If you have ever bought a new trainer and discovered the cassette you have does not fit, you already know the gap we are talking about. If you have ever replaced an HR strap only to find the new one slips off your arm during sprints, you know it too. The flagship products are great. The connectors, the straps, the adapters, the mounting brackets - those are the parts that decide whether the flagship actually works for you.
Why we are starting here
Because nobody else is. Brands would rather sell you a $2,000 smart trainer than a $25 adapter that makes the $2,000 trainer compatible with your $800 bike. We think that is backwards. The adapter is what makes the trainer real for you. We want to be the brand that earns the right to build the bigger things by getting the small things right first.
What this looks like in practice
Our first four products are: a trainer adapter that fits more bikes, an HR armband that stays put, MTB pedals with a better clip-out feel, and a front light that does not blink in your eyes. None of them are the kind of product a YouTuber makes a 20-minute review of. All of them are the kind of product a real rider notices every single ride.
What comes next
Once these are shipping, once the warranty returns tell us the small things are solid, we will start on the bigger stack. Until then, you will see us in the adapter aisle before you see us on the flagship shelf. That is by design.
If you have a small, unsexy cycling problem that nobody is solving - tell us. The next product on our roadmap is probably already on someone else's wishlist too.