BRANDS


Synthesis Alloy 2.0


Crankbrothers Talk Durability, Innovation, and Athlete Feedback


Crankbrothers’ Product Line Director, Andy Hilliard, R&D Engineer, Jared Lozonne and Global Marketing Director, George Gore Browne, give insights into the brand’s products, development, athletes and dealer support.


What specific market gap or industry trend led to the decision to expand Crankbrothers’ wheel offerings, and what does this expanded range offer for retailers? AH: We saw a clear need in the market for alloy wheels that deliver long-term durability without compromising ride quality. Riders expect their wheels to handle aggressive trail riding, bike park laps, enduro stages, and the added demands of E-MTB, while still benefiting from a tuned wheel system. crankbrothers was the first to introduce the concept of a compliant front wheel paired with a stiffer, more controlled rear. With Synthesis Alloy 2.0, we’ve refined and improved this approach in direct response to rider feedback, keeping the key features intact: traction-focused compliance up front and


12 | October 2025


strength-driven control in the rear. To give riders and dealers complete confidence, every Alloy 2.0 rim is also backed by a lifetime warranty. The result is a durable, value-driven option that doesn’t force riders to choose between strength and performance. It gives dealers a product they can sell with confidence across multiple rider categories.


Beyond the technical specs, what’s the narrative or core message retailers should communicate to customers about the new wheels? What’s the key differentiator from what’s currently available? AH: The story is simple: Alloy 2.0 delivers durability you can trust, with performance you can feel. The Synthesis-tuned


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