At NOBL, building custom mountain bike wheels by hand has always been a labour of love. Today, we’re thrilled to bring that passion to the public with an exciting new product our entire team has poured their hearts and souls into.
After recognizing that improvements to bike geometry had reached a plateau in recent years, our leadership team flew down to MOAB this fall to ride bikes and search for the next great idea. The development meetings became so explosive, we never left our Airbnb.
Through what we now term “sensory-deprivation vision boarding”, we spent three days without food or water and challenged ourselves to share new ideas without speaking out loud. At the conclusion of the trip, it it was clear to everyone in attendance that the future of mountain biking is oval.
With that in mind, we’re excited to announce that we are rebranding to NOVL Wheels, effective immediately. We truly cannot wait for the rest of the industry, and our loyal customers to enjoy the oval fruits of our labour.
Sincerely,
Christopher Arruda
Brand Manager - NOVL Wheels
Produced by: Trevor Howard & Chris Arruda
Video by: Max McCulloch
Graphics: Hunter Ramey
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