Our founders were first and foremost on and off-road cycling enthusiasts. They noticed the trend to offer cycleways in cities to encourage greener and healthier travel wasn’t being adopted by so many people, who saw cycling as spandex-suited health nuts willing to cycle for hours in country and city roads in driving rain (Guilty!): not for most people for sure! E-bikes were beginning to emerge, and they saw people were beginning to enjoy cycling again with e-bikes making journeys easier; but the cost and quality were varied across the market: They were sure they could do better and offer a range of e-bikes that would offer the very best quality for the money spent; AKA “Bang for buck”.