If you are anything like me, you love cycling. I have dedicated my life to it. Back in 1980 I started my journey of all things bicycle pushing a broom in local bike shops. I raced (still do) and on graduating from college began working for some of the most iconic brands in the cycling industry. Product development for Giant and Mongoose. Sourcing and business development for Cannondale and Ridley. Market development for Factor. Factory management for Asahi in Taiwan. Short of finance, there is not a facet of the industry I haven't worked in.

In 2016 I noticed more and more cheap Chinese knock-offs showing up at my local club rides. I was shocked any cyclist would trust their lives to products with no known company behind them, no track record to judge by, and no accountability for the parts after the sale. Yes, these wheels, frames, handlebars, seatposts etc were cheap, very cheap, but the riders who bought these parts never thought that the parts could possibly be dangerous. That if something went wrong, they had no way to get their problem fixed.

I saw a need to provide great products without all the flash, development costs and marketing expense while also caring about the quality of the consumer journey before, during and after the sale. So, I leveraged all of my knowledge, experience, and contacts to create e11even.

The e11even brand mission is to provide exceptional value to cyclists all over the world with exceptional quality and after sales support.  We have a very simple formula:

1. We do not sponsor teams and events or spend large sums of money for marketing. We choose to let our products, customer praise and reviews lead the company messaging. A happy customer is the most valuable voice for our e11even. If you need to see the brand of a product you ride in the Tour de France, we are not the brand for you.

2. We only sell items we would use ourselves. Yes, it's easy to make something cheaper, but as enthusiasts, if we would not use it for any means of cycling: group ride, training ride, racing, commuting etc., we won't sell it.

3. If you want the absolute lightest, the most aero or most sophisticated, we are not the brand for you. We provide great products at great prices with great service. We focus on riders who want to do more than spend money on bike parts. Ultimately we believe cycling performance is driven by the rider not the bike.

4. Use only the best manufacturing partners. The product development staff of e11even has decades of experience working with all of the major suppliers in Asia, Europe and the United States. We know who does it right and who does not. We only work with the suppliers we know and trust.

What started off as a couple of wheel sets is now also a line of entry level enthusiast hard tail MTB and fitness bikes with more items to come. Let us know what you would like to see next.

Enough about us. Let's go ride

Richard