Biking is a lifestyle.
Riders from around the world trade their hard-earned dollar for top quality bicycles. They want to ride hard and they want their products to perform.
There are two types of biker. One gets a new ride every year and then flips it for the latest and greatest. The other find their perfect steed and wants to keep it in perfect condition for years to come.
Either way, riders want their bike to look fresh and stay that way.