Homegrown Quality: Get to Know Freewheel’s Own Brands

Alongside some of the biggest names in the cycling world, we proudly design and develop our own portfolio of in-house brands. Spanning everything from powerhouse P&A labels like Aztek, Nutrak, and Truflo, to technical apparel specialists Madison Clothing and Hump, and iconic bike brands including Ridgeback and Genesis—our proprietary offering has been built over decades with one clear focus: delivering high-quality, great-value products that riders can trust.

One of our most established brands is Ridgeback. With a heritage stretching back over 30 years, Ridgeback has produced bikes trusted for round-the-world adventures as well as reliable daily rides and a range of award-winning e-bikes - perfect for everything from cross-continent touring to popping to the shop for a pint of milk.

Genesis Bikes was born from Ridgeback’s more adventurous DNA. Built for riders who crave versatility, Genesis bikes are engineered to perform both on and off the beaten path. With its rugged build and refined geometry, the now-iconic Croix de Fer is widely regarded as one of the original gravel bikes—setting the standard for adventure cycling.

As part of our ongoing commitment to innovation, we've recently made significant investments in our in-house wheel-building capabilities. Our M-Part wheels, crafted using premium components from trusted names like DT Swiss and Shimano, strike the perfect balance between quality and affordability. In fact, demand has grown so rapidly that just a year after their launch, we had to double production capacity to keep pace.

From trusted heritage brands to cutting-edge component development, our in-house portfolio reflects a deep-rooted passion for cycling in all its forms. Whether it's a daily commute, an off-road adventure, or pushing the boundaries of product design, we remain committed to equipping riders with the gear they need to enjoy every mile. As we look to the future, our focus remains the same: delivering innovation, value, and performance that riders can rely on—every ride, every time.