It’s that time of the year again.
It is Eurobike.
The biggest bicycle trade show of the year.
The air is tense. People are rushing up and down the heavy duty elevator.
You hear all kinds of tools around you, there’s trolleys full of tools and products being moved around, sheets of plywood and aluminum constructions.
Hiding all the grime, and putting the spotlight on the products.

Everybody has worked hard to reach this build up.
Companies are putting all their efforts in a product that is here to attract the eyes of the audience.

However, the whole industry is holding onto a thin line with many companies entering bankruptcy weekly.

Yet, we are still here.
Holding on for dear life.
Putting the same passion that we have been putting for more than 30 years.
Building bikes, one part at a time.
We do not like words such as business, industry, investments, cashflow and such.
We rather use words like pedalling, steering, passion, commitment and love.
We don’t like to focus on the bike as a product, but rather as a person.
One that needs to be treated as something more than just an item.

With the world of cycling going wireless, electric and whatnot we keep our heads focused around keeping things real.
The bike is a relatively simple weapon.
One that was invented in the 18th century and had two wheels.
No bullshit around it.
That’s what we always remind ourselves.

Sadly, the century is the 21st today, and the bike has become more of cash making machine, rather than a fun making machine.
Car industry is stepping in, investors, venture capitals and other complicated terms are disturbing everything and it feels as if you are passing through the rock garden of the La Thuile World Cup course on a rigid bike.
It is hard to hold on.

Yet, as long time cyclists we like to suffer.
And when it hurts the most, we smile.

On this years Eurobike, we presented the brand new portfolio of Drag Bicycles.
No bullshit. Just good bikes.

Enjoy the ride!