But our story has dimension. Yeah, we had all those experiences. However, what underpinned our 37-year history was an unwavering directive to make savvy decisions that would position us as a highly capable manufacturer able to produce reliable, high performing products on a global scale. We’ve continuously evolved ourselves in the last four decades and with each iteration we have become stronger, more innovative, a better OEM partner and a more sought-after consumer brand. We are a manufacturer that produces over 13,000,000 brake sets per year for bicycles ranging from E-bikes, to cargo, to World Cup DH. Our product performance has been proven on cobbles, tarmac, dirt and mud in scenarios ranging from the service course to the race course.
DHR
Starting with what we knew best, we sought to develop a no-nonsense braking system that could meet the rigors of World Cup DH conditions and satisfy the top athletes in the spart. With the help of Aaron Gwin, Neko Mullay and John Hall, we formed a dedicated product development team and crafted the DHR. Since it’s inception, our brakes have claimed no less than 18 World Cup wins.
Shifting Focus – First Gen DH7
We knew there was room for innovation. Cyclists were, for all i ntents and purposes, limited to only two viable choices when it came to drivetrains. For over three years we navigated the minefield of over 17,000 patents relating to drivetrains and sucessfully developed our own technology that was not only viable, but in many ways superior. Our partnership with the top World Cup teams and athletes was already extremely successful. lt was clear we had the talent required to develop a truly competitive, high performance drivetrain and the opportunity to bring that choice to the cycling public.
We naturally started with a DH-specific shifting system as the most demanding proving ground was on the World Cup DH circuit in the hands of some of the winning-est riders to ever practice the spart. In 2020, DH7 was created and proved to be the technology solution we aimed for. DH7 and DHR EVO-equipped bikes went on to earn 24 World Cup DH wins and 3 World Cup DH overall titles.
Sharpened Focus – TR12
We also knew there was another proving ground where our products needed to be put to the test. Winning World Cups was one thing – when teams of engineers and technicians were dedicated to the effort. However, proving reliability and usability in the hands of every-day riders was the next challenge. We implemented what we learned from DH7 and a year later, developed TR12, a shifting system aimed at trail bikes to rival the most ubiquitous of those on the market We were confident that what we developed for the pinnacle in competition of the World Cup DH circuit would evolve to exactly be what was needed for high end trail bikes and the rapidly emerging market of E-bikes. On to our next chapter …