Core Beliefs
Never Follow; racing, riding and life are about going beyond your comfort zone and seeking new horizons of performance and challenge; always looking to lead and Never Follow.
Never Follow; your limits are defined by you and not the expectations or boundaries set by others, Never Follow and take life to your limits.
Never Follow; ‘normal’ is unacceptable, Never Follow, depart from the flock and chase challenge and adventure on your own path.
Join Our Tribe
Never Followers are departing from ‘normal’, ‘mainstream’, ‘everyday’, brands, culture and thinking. They are stepping out of the flock, where society sets expected limits of normality for what you are meant to undertake and achieve; thus departing on your own adventure. On this path, the boundaries for your cycling achievements are only defined by your own courage and determination. Never Follow offers an expression of that departure from ‘normal’ expectations and gives you the confidence to push to your real potential and beyond.
Our Collections
Manifesting Never Follow in the collections we offer, means we only use small locally sourced suppliers who take care and pride in the things they make. In sizing and designing our current and future product ranges, we ensure they are inclusive of all abilities, shapes and sizes of rider, whether the elite, amateur or beginner.
Remember...
Life is short and there is no challenge or excitement in ‘normal’; these are the reasons we need to inspire people to rise above. Whether challenge presents itself in the form of a race win, race finish or simply a race start, compelling one’s self to ‘go for it’, irrespective of the outcomes, is the key to making the most of life’s adventure. Once on this course, always then shifting the horizon to new aspirations and ambitions will ensure you Never Follow and continue to seek the most from yourself and life.
