Mission and Values

Mission Statement

Our mission is to inspire and empower people everywhere to embrace cycling as a means of improving their physical and mental well-being, reducing their carbon footprint, and connecting with their community. Through our passion for cycling, we strive to create a culture of movement, one that encourages individuals of all ages and abilities to get on a bike and explore the world around them. By providing resources, community, and advocacy, we aim to make cycling accessible and enjoyable for everyone, and to foster a sustainable and equitable future for all.


Integrity: Be real
It’s best to do one thing really, really well.

Customer Commitment: We develop relationships that make a positive difference in our customers' lives.

Quality: We provide outstanding products and unsurpassed service that, together, deliver premium value to our customers. 

Passion and energy. Cycling is a transformational activity and it often feels like a true calling to spread the word. We want the world to experience the incredible freedom, camaraderie, culture, and personal development that cycling offers.