Our goal is to build you the best wheels possible, and we couldn’t do that without the support of our incredible vendors. One of the newest on the scene is Project 321 out of Bend, Oregon. We thought we’d take a quick minute to introduce you to this fun-loving, hard-working crew.
A “Have it All” Approach
Project 321 manufactures quality bike components. They believe that you can have it all – if you’re willing to work hard enough to make it happen. Case in point: their magnetically actuated drive system, which functions exactly opposite of a traditional mechanical push spring. “This is definitely the most unique aspect of our product line,” says co-owner Sam Ottemoeller. “By using magnets instead of springs we are able to offer sound level options and exceptionally low drag.”
Bike Rumor summed it up well when they said, “If you could design the perfect drive mechanism, what would it be? High engagement? Low drag? Quiet? Those were the answers Project 321 were looking for when they set out to design a new drive system. While the new drive system allows the rider to choose the volume of their pawls, it also creates a system that claims to have far less drag while keeping the high degree of engagement, all with fewer moving parts.”
This is How We Do Business in Oregon
When Project 321 moved their headquarters from Fresno, California to Bend, Oregon they quickly fell in love with the region. The natural world around them, with trails out their back door, inspires everything they do.
“Oregon is such a welcoming, and beautiful, state!” Sam says. “We have made wonderful connections since we moved to Bend. Many local bicycle related companies have reached out to us and we have made awesome personal connections as well. There is a general sense of productivity and excitement – which definitely makes it fun to do business here!
Though they’ve been busy getting the company up and running in Bend, Sam says they are certainly trying to get out and ride a bit, too. “We love Phil’s Trail Complex and McKenzie River is happening this summer for sure!”
We Love Our Vendors
We enjoy getting to know our vendors and forming relationships that allow us to truly know the people behind the quality components we’re adding to your wheels. With Project 321, it turns out the feeling is mutual.
“We had heard great things about Sugar Wheel Works even before connecting and they were all true!” Sam says. “They’re super friendly, very easy to work with. We truly appreciate that Sugar thought of us and reached out for the Ride OREGON Made project. We are so happy to be in such a friendly community.”
At Sugar Wheel Works, we build custom dream wheels because we believe in tailoring the wheel to your ride. We’re fortunate to have partners like Knight Composites in Bend, Oregon who understand this obsessive attention to specificity.
Knight Composites was founded by three industry experts and risk takers who weren’t afraid to dream big, even when people told them the market was already saturated, or that there was no room for improvement.
“We are a company that is built on innovation,” says Scott Wolfe. “We are constantly looking at who the end user is and how our products are going to improve the experience for that customer, whether it’s how a builder like Sugar is able to build our wheels or helping a professional triathlete.”
Complimenting Your Ride with Technology
Knight builds rims that compliment your ride style, instead of potentially working against it.
“Our manufacturing process allows us to custom tune the layup on our carbon for the intended type of riding, and do so without compromising durability or performance,” Scott explains. “We can balance compliance and stiffness while considering the bike setup that each wheel will be used on. For example, the layup we use on an enduro wheel for a bike with 5 inches of suspension travel will be different than the layup schedule for an aero road wheel used on a triathlete’s TT bike.
Tubeless Innovation
James Huang from Cycling Tips declared that “road tubeless is heading in a good direction” after reviewing Knight’s new TLA (Tubeless Aero), tubeless-compatible carbon fiber road wheels and rims. The set up (and removal) is easy using a standard floor pump. Read all about it here.
A Global Brand with Oregon Roots
Scott says the wide demographic of cycling in Oregon and a culture/lifestyle centered around being outdoors is inspiring.
“I love being at Cross Crusade races connecting with local teams as much as I love going to shows all over the world and seeing Oregon based cycling brands like Chris King, Rolf, Co-Motion among others with a global reach. Plus, I love the balance of the creativity that comes from Oregon’s strong custom bike brand presence like Breadwinner, Stoemper, Argonaut, etc. We are a global brand, but our Oregon roots have a strong presence on our culture.”
“Central Oregon offers a wide range of great road riding,” Scott says. It’s hard not to love riding in this region, and those very same roads also become important testing grounds for Knight. “A lot of the testing we do on new products begins on these roads,” Scott says. “The McKenzie Pass YoYo between Sisters and Belknap, Painted Hills Loop and Cascade Lakes Hwy from our shop up to Mt. Bachelor are some of the highlights. Come visit and explore and discover some of the great loops we have!”
Photo Gallery
Knight’s new system designed with tubless road in mind. Photos by James Huang for Cycling Tips.
We are thrilled that expert wheel wheel manufacturer Rolf Prima is bringing their handbuilt rim designs to the masses with the Astral brand. Owner and mechanical engineer Brian Roddy to joined us at our 2018 No Dirty Hands free clinic series, for which we conducted this interview.
Brian puts a lot of thought into his designs and we’re excited for fellow wheel geeks to have the opportunity to learn from him. Rolf Prima’s designs have always been about aerodynamics and in the clinic Brian will share a little bit about what makes these rims so special.
NO STRANGER TO WHEELS
Brian is no stranger to wheels. He got his start in the industry as an engineer at Trek working on Bontragger components and their wheel project. At the time, Rolf, the actual person Rolf, had licensed patents to Trek.
Brian later moved out to Oregon to work at Burley Designs in Eugene back when it was a co-op. From there he eventually talked Rolf into moving to Eugene to start Rolf Prima wheels.
Rolf retired in 2009 and Brian bought the company. Though he is the owner, he describes his role as often being the Glue Applicator, Toilet Paper Procurement Officer and a person who wears many hats (helmets?).
A FOCUS ON THOUGHTFUL QUALITY
Rolf is focused on expert quality and for Brian that means managing as much of the wheel building process in house as possible.
“It’s nice to be a company that actually makes its parts, as opposed to a company that simply markets products,” Brian says.
To make this dedication to quality possible, Rolf Prima bought a building and configured it in exactly the right layout for their process. They build the machines to make the rims and they inspect every rim by hand. The Rolf Prima team is comprised of a hard working staff who all ride bikes. That final touch is important, Brian says, because cyclists understand how much you can feel the difference of a well built wheel.
“When we came out with paired spokes, we were on the sharp end at the beginning. From the start we’ve been different. Visibly we are different, also in our engineering we are very different. Our technology sets us apart. And the fact that we actually make what we use.”
The difference also shines through in many other ways. Make a call about your wheels, and you’ll reach a real person. Rolf Prima/Astral is dedicated to excellent customer service and hiring people who actually care about what they’re making.
EXPANDING THEIR OPTIONS
The launch of Astral allows Rolf Prima to do more with their rims, and with their knowledge. They specialize in custom builds and they can easily change a rim to be what a customer wants. A lot of their rims are built to order with detailed specifications
With rim color names like Crater Lake Blue and Rogue River Red, it’s evident a love of this region factors heavily into everything Rolf Prima/Astral does. They source locally as much as possible, including anodizing, drilling and powder coating. And Brian says the riding around Eugene is their secret sauce. “We have world-class riding with barely anyone else on the road, and great mt. biking nearby.”
So much of what Rolf Prima/Astra believes in correlates with our values at Sugar Wheel Works. That’s why we’re proud of our partnership with the brand. And, it turns out, the feeling is mutual.
“I like that Sugar Wheel Works actually builds its own wheels. There’s something to be said for that,” Brian says. “There is a big difference in a wheel when someone is paying attention.”
Chris King Precision Components is one of four awesome Oregon brands we’re highlighting for our Ride Oregon Made Celebration. Save 15% on your dream wheels June 18-30, 2019. See details here.
When you work with Sugar Wheel Works to build a new set of wheels, you’ve got plenty of options for the different components of the wheel. We sit down with our customers to talk about how they want to use the wheels, what their goals are and what sort of a budget they have to work with.
But we’re not building just any ole’ set of wheels here – we’re building your new dream wheels and they simply have to be the best.
That’s why we work closely with all of our suppliers to ensure we’re sourcing the industry’s finest, most durable components. And that’s why we love working with the experts at Chris King Components.
Chris King’s headquarters and manufacturing facility is based right here in Portland, so we decided to stop by for a visit to see their operation and talk shop. And, let’s be honest, caress some shiny hubs. Oooo la la!
Chris King is renown for extreme precision and dedication to quality and we select Chris King hubs for many of the wheels we build. Marketing Manager Bob Scales says those hubs had better be good, “The company is owned by one person and his name is on it – he is a cyclist who stands behind what the company builds.”
Chris King owns its factory. The company manufactures just about every aspect of the parts that it can, they fix their own machines and they’ve even re-jiggered machinery to create the specialized beasts they need to turn out their precise products. Their products are fully engineered, manufactured and assembled in the USA and even their bearings are made-in-house, a unique form of dedication that has made them legendary in the bike industry and beyond.
Every step of the process is an obsession. The end result is a beautiful product – and most often a shiny one, too. At our visit we got to see how components are polished using hazelnut shells resulting in blinged-out eye candy even prior to anodization.
So we love working with Chris King, but why does Chris King love working with Sugar Wheel Works?
“From a cultural standpoint, we like to support other businesses who are doing this all for the right reason. We believe in investing in the morality of a company,” says Bob.
Chris King is a company comprised of an abundance of heart, and a massive investment of time. We are impressed with their thoughtfulness and the environmental care with which they approach their production. Their hubs are fully serviceable, which fits in nicely with our Re:Build Re:Ride Re:Love program of rebuilding wheels. They also compress all the tiniest bits and flints from shaved metal into a puck shape pellet that leaches out the oil used in manufacturing and creates an easy-to-recycle dense brick of metal.
There is a special feeling you have when you ride your bike, and Chris King’s components are at the heart of that feeling. Combine that with their quality, and you’ve got a Sugar match made in wheel heaven.
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.
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!
MEET MINA
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!
MEET AMANDA
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.
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
RIMS ENVE G27 HUBS White Industries CLD SPOKES Sapim CX-Ray Made with love by Sugar
$2,735 MSRP Only $2,325 for BW family!
Example #2
RIMS HED Belgium Plus HUBS White Industries CLD SPOKES Sapim CX-Ray 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.
Sugar Wheel Works is turning 10! That means it’s time to celebrate. Join us for an awesome parking lot party in our new home at Breadwinner Cycles in Portland.
Saturday, May 4 2:00-6:00pm 2323 N. Williams – Portland, Oregon All ages, family friendly Rain or shine
EVENT HIGHLIGHTS
Enter to win a set of custom Sugar Wheel Works wheels!
Complimentary beer, cider and snacks.
Tours of the new Sugar Wheel Works shop and Breadwinner Cycles.
Meet the Sugar Wheel Works team.
Hang with your bike brethren.
Chat with Sugar Wheel Works owners Ira Ryan and Tony Pereria.
Sugar Wheel Works founder Jude Gerace will be on site. If you’re really lucky, she just may regale you with stories from the early days of Sugar, when the shop was only 64 sq. ft.
ON SITE RAFFLE
Must be present to win.
Tickets are on sale from 2-5:15 pm on site.
The raffle takes place at 5:30 pm.
Tickets are only $2, so you should plan to buy a bunch.
Cash only. Come with a fat stack of dollahs and cross your fingers.
Proceeds benefit WTF Bikexplorers, a community that supports WTF self-identifying riders who love to explore by bike.
HOT SPECS!Astral Outback 650B wheelset featuring a Chris King Components matte Jet (black) hub in CL disc. Custom built by Sugar Wheel Works.
Wheel builder Nick Sande (pictured) not included
FREE ONLINE SWEEPSTAKES
The Sugar Wheel Works community is global and vast. While we wish you all could come join us in Portland for this party, we know that’s not likely to happen. That’s why we’re offering you the opportunity to party with us online – a chance to win a custom wheelset from Sugar Wheel Works!
It’s easy – you don’t have to be present to win.
It’s free to enter.
HOT SPECS!Astral Wanderlust rims with a fine White Industries hub. Custom built by Sugar Wheel Works.
Ready for centerlock disc brake bikes in QR or Thru Axle. Compatible with ISO rotors when used with an adaptor.
We’re reminiscing about the early days of Sugar Wheel Works on Instagram and we want to hear from you. What three words say “Sugar Wheel Works” to you? Comment on the posts and let us know. We can’t wait to hear from you!
PHOTO GALLERY
Come take a ride with us in the way-back machine….
