About Us

From dirt jump and BMX parts and spares in the early days, today we have developed into a multi-discipline producer of breakthrough high-quality, durable bicycle components and grips. The dirt jump market was evolving quicker than the brands within it could make suitable products; so we stepped in to fill the breach. Quickly gaining a reputation for making hard-wearing products using premium materials, the range has continued to grow and now includes a varied range from entry level parts to pro spec components.

We have always had a light hearted approach to making bike parts (if you read our instructions in the early days, you’ll understand). This allows a sense of freedom when it comes to product development. It’s important not to take yourself too seriously. You’re here to have fun.

Making bikes work better is at times extremely taxing, but it always pays off. We spend a long time working on our products alongside our sponsored athletes and there’s little more rewarding than getting a message with praise when people get their products, thanking you for making a bike work better than ever before, putting the smile back on the rider’s face. We like to think that the company retains the original ethos that it started with.

Supporting Cycling

Gusset supporting bike shops

Supporting Dealers

Over the years since our inception, we've built a strong relationship with your local bike shop because we still believe that the best buying experience will be through a dealer. They're able to offer expert advice face-to-face and they will make sure you walk away with the right component for your bike.

Check out the Dealers Section for more information.

Supporting Athletes

Athletes push the envelope. We help them get there.

We support athletes for two main reasons:
1) We want to know that our products continue to be good enough.
2) Our athletes act as an inspiration. They motivate us to ride harder, faster, higher, better.

We continue to support our athletes over the long term.

Supporting Customers

Things don't always go to plan, we get that. That's why we have a dedicated customer service team on hand, a straight-forward warranty policy and crash replacement policy, and we make returns easy.

For more information, check out our Support Pages.