Pinarello, founded in 1952 by Giovanni "Nani" Pinarello in Treviso, Italy, began as a small shop and evolved into a leader in high-performance bicycles. The brand gained early recognition with Guido De Rosso’s 1961 Tour de l’Avenir win and grew in prominence through victories like Fausto Bertoglio’s 1975 Giro d’Italia win and Giovanni Battaglin’s 1981 Giro and Vuelta titles.

In the 1990s, Pinarello's innovation peaked with the Espada time trial bike, developed with Formula 1 engineer Marco Giachi, helping Miguel Indurain set a world record. Pinarello continued to innovate with the Paris and Dogma series and has since expanded into mountain bikes, maintaining its position as a cycling technology leader.

With over 46 years of innovation, 400 Olympic and World Championship medals, and 25 patents, ASSOS remains committed to its protocol: DESTROY. RESET. IMPROVE. From developing proprietary textiles to stress-testing prototypes with WorldTour athletes and perfecting products through years of refinement, ASSOS combines total comfort with technical performance in every piece.

Tested in the harshest conditions, crafted with meticulous detail, and designed for peak functionality in the saddle, ASSOS delivers equipment—not clothing. The brand encourages riders to "Sponsor Yourself."

Headquartered in Steamboat Springs, Colorado, Moots has been enhancing ride experiences for cyclists worldwide since 1981. Their critical focus on frame design, premium materials, and proven, consistent assembly methods has established their reputation as the benchmark in titanium bicycles. Moots' metalworking processes, attention to detail, and consistency of output, honed over more than 40 years of experience, reflect their relentless pursuit of perfection—a testament to their internal passion as cyclists. The results are evident when owners share, “there’s just something different about riding a Moots.

At Lake, cycling isn’t just a sport—it’s a way of life. Every shoe we create reflects decades of dedication to comfort, performance, and fit. From first concept to final ride, our passion drives every detail, and our craftsmanship ensures every pair meets the highest standards. Welcome to a brand built by riders, for riders.