About us
Communication is key in cycling!
Clear, consistent communication drives success. We prioritise open dialogue, ensuring alignment with your cycling needs and seamless collaboration throughout every project.
Start with the cyclist – find out what they want and give it to them.
Top quality bicycle wheels
Our wheels are engineered for performance, durability, and precision. With meticulous craftsmanship, we create lightweight and robust solutions that enhance your cycling experience.
Start with the cyclist – find out what they want and give it to them.
Unique experiences.
Meet our team
Dedicated professionals driving our success in cycling
Tony Fred
Chief Executive Officer
Founder and chief visionary, Tony is the driving force behind our bicycle wheel innovations. He enjoys being hands-on in product development, marketing, and enhancing customer experiences.
Mich Stark
Chief Commercial Officer
Mark thrives on challenges. With years of experience as Commercial Director in the cycling sector, Mark has been instrumental in propelling the company forward. He is among the top talents in the industry.
Aline Turner
Chief Product Officer
Aline is a passionate advocate for cycling who loves what she does. She mentors over 100 in-house engineers and nurtures a community of thousands of cycling enthusiasts.
Iris Joe
Chief Financial Officer
Alice, with her extensive experience in the cycling industry, helps us optimise our product offerings and improve customer satisfaction. She is committed to driving innovation and elevating our brand to new heights.