It doesn’t get better, right? But bikes can be so much more: our very own perpetual generator of smiles, achievement and adventure.

I began tinkering with bikes nearly 50 years back. Building ultimate dream machines became my obsession: the bike that goes anywhere I point it, inspires my confidence to push harder, and compels me to ride no matter what. I learnt that turning ordinary into extraordinary always ends in just two things: the wheels. It’s obvious when you think about it. The entire – in fact, the only – point of a bicycle is connecting people to planet through our wheels.

But all bikes – even those $$$ grand tour race “replicas” – come as standard on merely ordinary wheels made to budget rather than perform. Go-Faster decals look great – but that’s instead of greatness. To unlock your bike’s potential – and put that big smile back where it belongs – don’t ride ordinary wheels. Ride extraordinary wheels. The kind we’ve been making since 2007.

So if you’re looking for that one-hit step-change upgrade to your ride, start and end with wheels. Don’t take our word: over the years, our customers – riders like you from across the planet – tell their own special stories much better than we ever could

Time to make it Your Bike. Your personal freedom machine.