A Letter from Sugar Wheel Works Founder Jude Gerace

A Letter from Sugar Wheel Works Founder Jude Gerace

Photo Credit: Kyle Kelley for The Radavist

On April 1, Breadwinner Cycles, my dear cycling industry friends, will take ownership of Sugar Wheel Works.

Over the last ten years I am most proud of creating a unified team and shop culture focused on excellence. I could gush endlessly about the Sugar team. I have been fortunate to work with people who care deeply about their work and maintain a curiosity about new components and internal processes.

When I started Sugar I wrote down objectives that were important to me. The first was to build the finest bicycle wheels to the highest standards in the industry and create a culture of excellence and pride in the work we do. The second was to be an asset to our community. In the ten years I’ve been developing Sugar, these objectives have remained at the forefront of my decision making and have helped center me when I’ve felt in need of direction.

While it’s bittersweet to be stepping down from Sugar, I’m excited for the next chapter of my life: using the small business development and consulting skills I’ve developed to help other small businesses unlock their own magic.

I’m grateful for the support Sugar has received over the years from our riders and community. We’re grateful to be entrusted with the responsibility of providing wheels for your many adventures, and thankful for the opportunity to hear your inspiring ride stories. Your adventures – from daily commutes to trips across Mongolia – compel us to keep our standards high.

Thank you all for believing in Sugar.


Congrats to our Raffle Winners!

Congrats to our Raffle Winners!

We celebrated our 10th anniversary in style – by raffling off two hot wheelsets handbuilt by Sugar Wheel Works. Our winners are stoked and ready to ride, even if one of them isn’t yet big enough to ride her winning wheelset.

Big thanks to everyone who joined us for the party, and everyone who entered both our online and party raffles. The raffle at the party raised funds for WTF Bikexplorers, a community that supports WTF self-identifying riders who love to explore by bike.

Now meet the winners!


She loves dancing and riding bikes. Mina’s family likes to go on rides together and they are inspired by the bike culture here in Portland. Both parents say they believe  it’s important that their kids develop a love for cycling – and with this wheelset victory Mina is certainly well on her way.

Mina says her favorite thing about riding bikes is to ride with her friends and her sister – even though her sister isn’t yett big enough to ride.

We believe in supporting the future generation of riders, and couldn’t be more thrilled that little Mina won these sweet wheels at our 10th Anniversary party!


Amanda lives in Vancouver, Washington. She says she loves to ride along the river paths in both Oregon and Washington, especially along the Columbia River which separates the two states. She enjoys cruising around town on her bike, and being able to haul home the treasures she finds along the way. 

These wheels are gong to set Amanda up for a fun summer of cruising along the waterfront and taking in the stunning views.

Special Offer for Breadwinner Cycles Customers

Special Offer for Breadwinner Cycles Customers

Special Offer for Breadwinner Riders

Save 10-15% on your next Sugar Wheel Works wheelset. Sale runs May 7-21, 2019.

To celebrate our union with Breadwinner Cycles, for a limited time we’re offering all Breadwinner riders the chance to order an additional set of sweet Sugar Wheel Works wheels at a discounted price. Whether you want to upgrade to carbon or outfit your bike with a set of 650bs, the Sugar Wheel Works team can help you design your dream wheels.

Sale Details

  • 10% off alloy rim wheelsets.
  • 15% off carbon rim wheelsets.
  • This offer is for existing Breadwinner customers who have purchased a bicycle directly.
  • No retroactive. No refunds.
  • Please allow 2-4 weeks for delivery.
  • Order must be placed by May 21, 2019 at 6:15pm Pacific time.

Order Your Dream Wheels

To get your handbuilt wheel order started or to start talking dream wheels, please send us an email.

Example Wheelsets

Not sure what wheels you want? We have a few suggestions below, and our crew is on hand to talk through all the options and to help you design your dream wheels.

Example #1

HUBS White Industries CLD
Made with love by Sugar

$2,735 MSRP
Only $2,325 for BW family!

Example #2

RIMS HED Belgium Plus
HUBS White Industries CLD
Made with love by Sugar

$1,135 MSRP
Only $1,022 for BW family!

Handbuilt Wheels Are Better

We are so proud to now have the Sugar Wheel Works brand under the Breadwinner Cycles umbrella. We are stronger together.

Since they first started their business, nearly every Breadwinner bike has gone out the door with a set of handbuilt wheels from Sugar Wheel Works. Maybe you already know this, or maybe you were so distracted by your shiny new bike you didn’t even realize those fine hoops were made by us.

But that overall ride feel? Those wheels have certainly made a difference for you. Why are handbuilt wheels better than machine built wheels? Watch the video to find out.