As a company we change. We learn, adapt, and figure things out on the fly as we go. We've added more teams, riders, and races that we sponsor. We aim to get into even more bike shops and events this year as we grow our partnerships and fan base. Change is good. Progression is even better.
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It never fails. At some point on a ride deep into the forest here in the Pacific Northwest my mind begins to wander ... and then play tricks on me. Every blackened tree stump becomes a bear and sounds have a way of being amplified beneath the tree canopy. Snap. Flutter. Foot steps. Rock tumbling.
In our frenetic world there is a cacophony of information, messages, data, images, media, and voices bombarding us all at once. We're regularly told "do this," "buy this," "wear this," and so on. We usually deploy some kind of filtering system to wade through the noise so we can breathe easily. Interestingly, companies are the same. What we long for, personally or as a business is this, simplicity.
Trails are powerful. They hold the keys to our imaginations, adventures, and memories. We talk about them ... our favorites, the ones that consistently push us past our comfort zones, those where we crashed and burned, and others that are simply perfect for time alone outdoors.