BikeBiz Bicycle and cycling retail news
This piece first appeared in the February edition of BikeBiz magazine – not subscribed? Get a free subscription.
by Rebecca Bland
In just over a decade, Reserve has grown from small beginnings. We take a closer look at the wheel brand and its evolution over the years.
Back in 2014, a group of engineers from Santa Cruz Bicycles set out to create a new wheel brand with a difference. Backed by decades of engineering experience, and a real desire to improve on current market offerings.
From robust downhill wheelsets to aero carbon road wheels, ridden by none other than the Visma Lease a Bike team, it’s fair to say that Reserve has certainly made an impact over the last decade.
BikeBiz spoke to Phil Stephenson, Marketing Manager for Pon Bike Performance UK about the development of the brand and what makes them stand out from their competitors.
“Reserve was born serendipitously out of a simple yet powerful idea: “We can do this better.”
At the time, Santa Cruz Bicycles was the biggest customer for a boutique wheel brand, but the experience was far from ideal. The products were expensive, the supplier was unreliable, and there were persistent issues with quality and customer support.
“Recognising an opportunity to improve upon this, Reserve was created. From the very first rim, supported by a lifetime warranty, Reserve has come a long way—earning major milestones like winning its first downhill World Cup and, more recently, the extraordinary achievement of claiming victory in all three Grand Tours in 2023. Today, Reserve stands as one of the most sought-after wheel brands in cycling.”
Indeed, Reserve is a brand that’s not just highly sought-after by consumers, but it’s made a real mark on the professional world of cycling, too. It has sponsorship deals with several teams, from WorldTour road cycling dominant force, Visma-Lease a Bike, to sponsored athletes like Danny MacAskill.
And of course, sticking to their roots as a mountain bike brand, the Santa Cruz Syndicate downhill world cup team uses their wheels, too. But Reserve isn’t just staying in their lane. Instead, they’ve moved into several segments including gravel and XC, as Stephenson explained.
“Reserve now boasts a comprehensive lineup covering the major categories in cycling, with a focus on high-end products for road, mountain, gravel, and accessories. The brand appeals to enthusiasts who prioritise innovation, cutting-edge technology, and premium value over price.
“This dedication to quality and innovation has fuelled Reserve’s momentum in recent years. The last four years, in particular, have been marked by an impressive array of new product launches that have captured the market’s attention.
“The brand has a rich history of innovation, continually expanding its product offerings and entering new categories. After introducing its first mountain wheel, Reserve quickly moved into the gravel and road segments, brought the revolutionary Fillmore valve to market, and later added aluminium wheels to its lineup.”
When it comes to innovation, Reserve is known for pushing the boundaries of engineering and design. In the road world, for example, the innovation of their turbulent aero technology wheels was the culmination of years of mapping different wind conditions throughout the US, rather than focusing entirely on wind tunnels.
But the brand is also exploring other price points. Thus, the introduction of aluminium wheels appeals to more than just your WorldTour or World Cup rider.
“With aluminium wheels, Reserve has also entered into new price categories, making its products accessible to a range of cyclists while maintaining its high-performance reputation.”
Not happy with standing still, the brand plans further product launches and further growth into the UK market in 2025.
“Looking ahead, 2025 promises to be another exciting year for Reserve. The brand plans to release new road and mountain products, along with exclusive technologies that will continue to set it apart from competitors. With its commitment to innovation and excellence, Reserve is poised to continue its remarkable journey in the cycling world.”
From a dealer/retailer’s perspective, industry members will be able to meet the Reserve Wheels team at events in the UK this year. The brand invites people to come and speak to them about exploring opportunities with them.
“Reserve is always exploring new opportunities to grow its presence in the UK. With open doors at COREbike 2025 within the PBP UK showroom, Reserve invites potential new retailers to meet the team and discuss the possibility of becoming part of the Reserve network.”
If any prospective retailers or dealers want to get in touch with Reserve Wheels directly, contact Phil Stephenson, Marketing Manager for Pon Bike Performance UK on phil.stephenson@pbp-uk.bike.
