Crank Brothers

Crank Brothers was founded in the year 2001 in the United Kingdom by two business partners: Martin Hoddinott and Hugh Hunter. Both men are avid mountain bikers themselves and had noticed a gap in the market for a brand that focused solely on bike parts, specifically crank arms.

Crank Brothers’ first products were a pair of mountain bike crank arms made from carbon fibre. With a growing reputation for quality, Crank Brothers began to expand and became one of the most recognised brands within the cycling industry.

Crank Brothers’ products continued to grow in popularity and were even featured in the cycling events at the 2012 Olympics; however, the brand failed to keep up with the increasingly fast-paced and innovative world of cycling technology. By 2013, Crank Brothers’ products were beginning to feel dated and were no longer keeping up with the competition, a fact that was evidenced by a decline in sales for the brand. Fortunately, a new CEO stepped in to save the struggling brand: David Gobel. Gobel was a successful businessman who had previously worked with brands such as Adidas, Timberland, and Vans, among others. With his new position at Crank Brothers, Gobel immediately set out to “reset the company” and make it competitive once again. To do so, he focused on three key areas within the company: product development, partnership and distribution, and organisational structure.

After the reset, Crank Brothers’ products received a much-needed facelift and once again became a favourite among mountain bikers. The brand continues to grow today, and they’ve even begun to expand beyond the world of cycling.