santa cruz carbon fibre reserve rim wheel

How does Santa Cruz build wheels? Wil goes to the factory to build his own set of Reserve Carbon wheels

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According to Syd Newsom, Head Of Wheels at Santa Cruz Bicycles, “wheelbuilding is not magic. It’s a skill set that can be taught, and the goal of our training is to create a very consistent end product.” Within 10 minutes of wandering around the assembly floor of the Santa Cruz factory in California, it becomes apparent that Santa Cruz takes wheelbuilding very seriously. During the recent launch for the brand new Blur and Highball, I enjoyed an entertaining guided tour through the Santa Cruz factory by the company’s CEO, Joe Graney. For anyone who’s visited the Santa Cruz’ Mission Street...

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