This model seems much more sustainable and amenable to the North American market.” “What I like most about C2 is how Michael is offering new colours every couple of months, producing limited quantities and selling through instead of closing out at the end of the year.
I would continue racing somewhat competitively until 2017, now I race myself only.”īrett has spent a life around bikes, since the late 1980s (Image credit: C2) The time has arrived for more frame-only choices I started racing at the SIR (Seattle International Raceway). I received my first cycling kit and thought I was Pro. “My high school principal invited me to the local cycling club ride. I rode my bicycle everywhere.”įor Brett, commuting evolved to competition. The option was to keep driving and pay for expensive insurance or stop, until I was 18. Then I started driving and had achieved a traffic ticket and a bent fender within the first month. “I started riding road bikes (BMX style neighbourhood cruising) in 1988. In his teens, Brett Lindstrom’s journey with bikes started as a necessity – after discovering the incidental cost of car ownership. It is a model the brand’s North American representative understands. Whether it is a new custom build or the migration of favourite parts, from a donor bike. Instead of bidding them farewell when selling your existing bike, why not take those components with you to fund an upgrade? It’s all about the upcycleĬhapter2’s frames offer riders control over their bike destiny. Handbuilt wheels have a unique quality to them. When people ask you what you ride, the answer is always a frame name – not a groupset.
Most large cycling brands are beholden to offering complete bikes, hoping to capture component revenues as part of their profit opportunity. In a world of artificial product cycle schedules, the frame and build option makes more sense. An indulgence.īut in fact, it could be a more sustainable way for you to remain deeply engaged with riding. For many riders, the idea of a frame only purchase seems fanciful. (Image credit: Courtesy, Chapter2) Customized sustainabilityĪs the cycling industry deals with the issue of scaling, conformity and climate change, there are custom solutions. “C2’s pursuit of optimizing the performance within each category of bike we find ourselves with some fantastic options.” With the recent introduction of Chapter2’s TOA and KOKO, Ben is excited by brand’s ability to incorporate the latest aerodynamic trends and integration. I love the subtlety behind the Maori frame names and the respect paid to New Zealand’s rich heritage.” “C2 pays homage to New Zealand’s Maori culture. There is a powerful story to tell behind every bike we build – and C2 creates a great foundation for those custom projects that go through my shop.”įor Ben, the Maori heritage in frame names and graphic design creates a deeper value offering when creating those custom builds.
“Considering the long list of clientele I work with weekly and daily, the cachet of a frame-only bike company is a big deal. And Chapter2 frames have helped him create a ledger of dream bikes for riders. He is also acutely aware of how riders evolve to a point on their cycling journey, where that custom build becomes inevitable. It was a C2.”Īs a store owner, Ben is taken into confidence by customers, as they consider that dream bike. “The race leader and yellow jersey wearer was riding aboard a beautiful new bike. One of Ben’s global ride adventures was the Tour of Southland, where he saw that first Chapter2. But he had travelled extensively to ride and race bikes worldwide.Īs the owner of Swiftfoot Cycles, Ben is an obsessive bike enthusiast who thought he had seen it all – until his first Chapter2 encounter.
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