We’re relentless and uncompromising in the pursuit of excellence for our riders, team and business. We start with ‘why?’, then think big and move fast to bring brilliant products and experiences to life.

We’re brave. We set ourselves (and each other) audaciously ambitious goals that take us out of our comfort zones and push us to achieve the unthinkable.

We treat our team, riders, business and planet with respect. We have tough conversations but always with compassion.