Well, we believe in the ride… the bike… the derailleur… the hum of the tires, strong espresso, non-craft beer, Italian wine, Carerra jeans. That pasta should be al dente. That there's a time in life to stop training for a race season, a time to stop and just ride. That there's ALWAYS someone faster and you should check your attitude at the parking lot. That pros should care about winning and not about the next competitive fun ride. That $200 is WAY too much to pay for a black jersey unless you’re in a wallet-measuring contest. We believe that nobody cares how much you spent on your bike OR in how fast you USED to ride it. We believe that steel is indeed still real. Just. Ride.