Threshold Cycling: Ctrl + Alt + Del

For me, Threshold Cycling has never been about getting rich, being famous, or becoming a cycling ‘influencer’. My goal was (and still is) to focus on cyclists like me – those that simply want high performance gear at a reasonable price, regardless of the brand or logo.

If this resonates with you even the slightest bit, keep reading. 

In the (nearly) two years since opening Threshold’s digital doors, I’ve had modest success. But trying to be a small business in a sea of huge corporations with massive budgets has proven more challenging than I expected. If Threshold is meant to have a future, it’s not going to be by selling another brand's apparel or gear. Thus, I have some important announcements to make.

I am shifting Threshold Cycling away from carrying big brands and starting my own, custom brand, one kit and wheelset at a time. This shift will happen slowly and naturally, but promises to offer you better value and quality with each purchase. 

Here’s what you can expect soon:

• Apparel: In the next few days you will receive an email announcing the launch of my first custom designed kit. This will be a trial run, and available for purchase at a steep discount in exchange for feedback/reviews/social posts. This will be available in both male and female cuts, race fit, and manufactured with premium fabric/chamois. The Founder’s price (i.e., early testers) will get you a full kit - socks, jersey, and bib - for ~$80 (subject to change as I finalize with my manufacturer). While I’m only going to offer a single design right now, your feedback will help me scale this quickly.
• Data: Like many others, I’m tired of having my cycling data locked behind a paywall. So, I’ve built my own cycling analytics platform where you’ll be able to upload your data, develop individualized training plans, and push workouts to Zwift or your Garmin headunit (with others to follow in the future). I’m about 3-4 weeks out from inviting the first beta users to the platform. No gimmicks, no subscriptions, just you and your data. I’m also building out features for coaches to connect with athletes to offer personalized advice. 
• Wheels: Carbon fiber, hand-built road, gravel, and MTB wheels with Industry Nine hubs, assembled by me, here in the US. I’m still a few months from rolling this out, but I believe I’ll be able to offer premium quality wheels for hundreds less than the big brands. Lots more to follow on this - but my goal is to make those deep aero wheels you’ve been coveting a more affordable reality.
• The Tech: I’ll still offer the high tech gear you love from the brands you know – Garmin, Favero, and others. 

I’d love for you to join me on this journey. This is no longer about building a business, but rather a community and ecosystem for cyclists, by cyclists. If we do this together, the rest will take care of itself.

Thank you for being part of this ride. I welcome your thoughts and feedback – just reply to this email. I typically respond to everything within 1-2 days. 

Best,

Steve

Owner, Threshold Cycling