BRANDS


FOR THE MASSES


British wheel brand parcours was founded with the aim of making aerodynamics accessible to more people. Alex Ballinger visited Parcours HQ in Surrey to meet founder Dov Tate


I always think about accessibility in two ways,” said Dov Tate, founder of British carbon wheel


brand Parcours. “One way is that we talk about aerodynamics, and how we design the wheels, how we optimise them, and how riders should think about it. “But then also in terms of price point, and making sure we can be as affordable as possible, for as many riders as possible.” Parcours, founded in 2016, was established with precisely that accessibility at its heart - a brand to make riders faster, for less. Since its founding, the small Surrey-based team has


built Parcours into a component brand that punches above its weight, both in professional racing and in the cycle market.


46 | July 2023


I recently made a trip to visit the Parcours team at their office space in Puttenham, just outside Guildford.


Aftermarket


Since the start of the Covid pandemic, we have been reporting on the many issues sparked by the global supply chains, soaring demand, and the sudden drop-off in bike trade sales, but Parcours has seen a very different ebb and flow over the last few years. “I think as an aftermarket upgrade, we had a slightly different path,” said Tate. “We didn’t attract the day one beginner in the same


way some of the larger brands did, because we didn’t have that sort of entry-level target, so the first few months of lockdown were quite uncomfortable. “But then it was really when the consumer started to


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