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Why custom handbuilt wheels?

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Why custom handbuilt wheels?

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Custom tailored to your unique needs and specifications. Faster, lighter, more durable, easier to service, and less expensive than prebuilt factory wheels… so what is the downside? For about 100 years nearly all bicycle wheels were built using individual components. Hubs, spokes, and rims could be purchased from various manufacturers and custom built into whatever configuration the customer desired… there was no mass marketing of pre-built wheels with a specific name and look. This began to change in 1996 when Mavic successfully built and marketed the Helium. The Helium was not particularly light or strong or even unusual in it’s design or materials, but it had red rims and hubs which made it stand out. Mavic marketed it heavily as a “climbing” wheelset, charged a premium price… and made a lot of money. Mavic understood that they were onto something, and other companies did as well. Now, over 10 years later the custom built wheel is relatively rare… and the perception of most r

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