Genesis is very much a rider’s brand. Everyone who is involved with this brand rides bikes and they’re an important part of our lifestyles. For us cycling is about freedom and escape, it’s about slowing down and noticing the world that’s going on around you, it’s also about good times with friends and happy memories.

When we design our bikes, first and foremost we consider function, we try not to follow trends as at some point they always go out of fashion. We use plain colours and simple graphics so that our bikes have a timeless feel to them. We hope that a Genesis bike will look as good after five years as it does on the day it leaves the shop floor.

In an industry where it seems we are constantly being spoon fed new technologies or the latest big thing, it’s all too easy to get caught up in it all. So what do we do? Well, quite simply we step away, we go and ride, we remember why we ride bikes and we dream up and create products that we have belief in. We may decide to embrace some technologies, but we are always selective about it. Often the greatest innovations are the simplest ones; those that make you wonder why you didn’t invent it yourself


“Truly great bikes”


Through our own unique process of design we have calved our own path, often ignored what everyone else is doing and because of that produced truly great bikes that we are proud of. Models like the Croix der fer or the Day One Alfine 11 don’t get dreamt up from being sat behind a computer, the inspiration comes from riding lots and pursuing our own ideas.

We can assure you of one thing and that is we build road, mountain and cross bikes that are a pleasure to ride and that will leave you smiling.