INTERVIEW Sustainability was one of the driving forces behind the
project. By investing in a self-sufficient facility powered by renewable energy, we’re taking meaningful steps to reduce our environmental impact while continuing to manufacture products that offer exceptional quality and value. The new factory also allows us to improve efficiency
throughout the development and manufacturing process. Better integration between engineering, production, and logistics means we can respond more effectively to market demand while maintaining the consistency and quality our customers expect.
This is only the beginning of our sustainability journey.
Looking ahead, we plan to continue investing in more environmentally responsible manufacturing practices, including greater use of recycled materials and production methods that further reduce our footprint.
How did Microshift approach expanding from commuter drivetrains into the performance MTB market with products like Advent X and Advent MX? We didn’t suddenly decide to enter the mountain bike market. Our expansion happened naturally because we listened to what riders were asking for. One of Microshift’s greatest strengths is that we pay close attention to feedback from both our customers and our OEM partners. Riders consistently told us they wanted
dependable alternatives to existing drivetrain options, products that offered the features they actually use without the premium price tag. That philosophy led directly to products like Advent X
and Advent MX. Rather than trying to compete feature- for-feature with every premium groupset on the market, we focused on delivering the performance riders genuinely value: reliable shifting, durable components, practical gearing, and easy, affordable maintenance. As bicycle prices have continued to rise, many riders
have started asking whether they really need to spend significantly more to enjoy a great riding experience. We believe the answer is no. Our goal has never been to build the most expensive
drivetrain or chase every new trend. It’s to build products that riders can trust, enjoy, and afford to maintain. Advent X and Advent MX are a direct reflection of that philosophy, and the response from riders has shown us that there’s a real demand for products built with those priorities in mind.
Given the competitive drivetrain market, what does your R&D process look like when developing new products? Our product development always starts with listening. Ideas come from many places: conversations with riders, feedback from bike shops, input from our OEM partners, and
Some of the team
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