The employees of GU are the embodiment of heart and science. We make only what athletes need, i.e. stuff that works like nobody’s business. We walk the walk, run the run, and ride the ride. Helping athletes excel is not just a passion of ours. We live it, breath it, dream it, and suffer it.

TYR Sport was established in 1985 to provide the competitive swim market performance-driven products. Since its inception three decades ago, TYR has grown to exist as one of the world’s most recognizable swimming and triathlon brands. TYR remains dedicated to building the industry’s most cutting edge equipment.

Nuun was the first company to separate electrolyte replacement from carbohydrates. Nuun Active Hydration is now the #1 selling sports drink tab in the cycling, running and outdoor specialty marketplaces. As education about hydration and wellness grows, Nuun has become more accessible to a wider range of people. With our simple, self-dissolving, sugar-free electrolyte tab, we revolutionized the sports drink forever.

Since launching in 2013, our patented and award-winning products have been worn on the backs of multiple world champions, and thousands of athletes who have redefined what is possible in their own lives.  We make the finest technical apparel and equipment on the planet. And when we see an opportunity to innovate, to challenge the status quo, to disrupt a complacent or monopolistic market, we go all in.

Designed and crafted in Italy since 1985, Rudy Project designs and manufactures performance-oriented helmets, sunglasses, goggles and Rx/prescription eyewear solutions by applying advanced science, cutting-edge technology and innovative aesthetics.

Listening to your body is one thing, understanding what it is telling you is a different story. Polar helps you get under the skin of your training. We attribute it to a combination of expertise in sports, physiology and electronics. We cater to all levels of fitness by offering a comprehensive product range, along with essential support and advice. Our focus is on improving an athlete’s sports performance


Power Meter City has one focus and one focus only: cycling power meters. We don’t deal with other bike parts or components, clothing, or anything else. Our singular focus means we are your power meter specialists – and can offer you the best possible value, selection, advice and service.

Hammer Nutrition provides unparalleled products, knowledge and service to health conscious athletes all over the world. Over the years the product line has grown from fuels & supplements to now include clothing, body care products, EMS units, accessories and more


Wheelscience was founded in 2014 by Peter Coombe in Melbourne, Australia. Peter's work background in the automotive industry gave him a real understanding of the supply chain required to produce world class products.  After searching for wheels and failing to find anything suitable at a remotely affordable price, Peter decided to look more deeply into the wheel business. Things changed considerably in around 2012, when the technology of carbon fibre production really started to mature.  Carbon fibre materials, and the resins required in the manufacture processes had evolved to a level that both drastically reduced the costs and improved quality.  Yet the prices of wheels continued to sky rocket!  

This was the trigger for the birth of Wheelscience. Wheelscience came into being to deliver absolutely the best wheels at absolutely the best price.