Why Sugar

I GUESS YOU COULD SAY WE’RE A LITTLE DIFFERENT

Sure, we’re passionate about cycling and we love to ride.

But what we really like is when people discover the joys of custom wheels tuned exactly for them.

We believe there are as many “perfect wheelsets” as there are people.

That’s why we offer a wide variety of wheels, and multiple options (strong, classic, and light) for each of them. If you’re not sure about something, or would like more input, please contact us! If you know you want something more specific, get it started here!

WE’RE ALSO SOMEWHAT PICKY

There are a lot of great component manufacturers out there, and there are a lot of things to like about each one. When it comes to building your wheels, we like to keep our options open and build with what will work best for you.

SUPPORTING SMALL BUSINESSES

We believe in supporting domestic small businesses just like us whenever possible. That’s why we prefer to source wheel components that are made in the USA and handmade by passionate builders.

WE STAND BEHIND OUR WHEELS

Our wheels are backed by a great warranty program. Whether it’s a custom built set or one of our signature wheelsets, you can feel confident knowing that your wheels were built to last.