This is not just a rider owned company where the rider has just pointed at a picture and said I want this with minor alterations, I have put my heart, soul and all my knowledge into producing each design from scratch on a 3D cad design program.  I’m not saying I did everything myself that would be a lie.  I have an awesome creative team with qualified engineers with years of experience in the industry who make sure all designs are functionally sound and they all believe fully in what I want to achieve.

Our goal is to design products that are totally purpose driven, no unnecessary gimmicks, products that have specific reasoning to the way they are made and the geometry in which they are made to.  It’s not about trying to fool the rider into thinking that the extra room from a bent tube or raised stay has any significant value whatsoever.  We are not trying to push design to an unnecessary level for the sake of it and call it innovation. However innovative concepts and attention to detail are at the top of our agenda. We just want to put the essential elements in place and bring you the purest form we can offer, incorporating the latest techniques available to us, so our products can be functional yet light and strong!

Lee Musselwhite "ssels"