I can't tell you exactly when we started off the top of my head, but I can tell why and I can tell you that we love what we do and wholeheartedly believe that it's our raison d'etre. But it's easy to make the best bike on the market right? We can all just throw money at the problem, surely? But then there's the rub, we can't - or at least we can't anymore than our customers can. What we do is try to make the very best bikes accessible to the most people possible. Simple. It's a battle we can't win but it's one we fight passionately and I'm pretty sure we're the best at it too.