Riders.

Serving riders and keeping you rolling is how we succeed. Riders are at the centre of everything we do.
Every product we develop, every decision we make and every conversation we have has to ultimately benefit the rider, or it doesn't get our green stamp.

Many of us are riders ourselves, which gives us a personal understanding of the excitement, frustrations and expectations that come with cycling. Being a direct to consumer brand also allows us to get immediate response to our products and adapt with ease to what you want from our products.

Community.

Cycling is built on community, and so is The Rider Firm. We believe in showing genuine decency to one another. That means treating colleagues, customers, partners and members of the wider cycling community with respect.
We want to help create the best possible future for riders and for the people working inside and outside our business. How we achieve something matters just as much as the result.
We pride ourselves in doing the right thing by our customers and this is highlighted in our Trustpilot score.

Excite.

We are an ambitious team with a wide range of talents, experience and ideas and we get easily excited! We also want to excite you, our riders for your next adventure.
The best ideas should challenge expectations and move cycling forward. At HUNT, we love challenging the status quo and ensuring that we're at the forefront of innovation.

Better.

We are restlessly innovative. We make progress from testing, learning and making constant improvements.
We are able to act quickly, trial ideas on a small scale and learn from the results while keeping the bigger opportunity in mind. But the aim is not to rush. It is to keep learning, improving and moving forward to bring you the best product technology can bring at the best value.

Positive changes.

We want our company to contribute positively to cycling as a whole.
That means helping to make cycling more accessible, diverse, equitable and inclusive. More people should feel welcome, supported and able to enjoy riding.  

We understand the environmental impacts of our business, and work tirelessly to minimise them.

Durability and serviceability are essential parts of our environmental approach. Products should perform for a long time, and riders should be supported throughout their ownership. We believe creating better products also means thinking carefully about what happens after they leave our hands.

Invest respectfully.

Every purchase represents a rider investing their hard earned money in us and we never take that lightly.

We have a responsibility to use that investment respectfully. It should allow us to develop better products, provide dependable service and continue improving the experience we offer riders.
Whether someone is buying their first product from us or has supported us for years, their trust must be earned through the quality of what we make and how we look after them.

We are grateful.

We never want to lose the enthusiasm that brought us here in the first place.
We value the riders who choose our products, share honest feedback and recommend us to others.
We value the knowledge, hard work and commitment of our colleagues, partners and the wider cycling community.
We aim to give something back by sharing what we know, creating opportunities and supporting the sport.

We love bikes. We love riding. And we will always love talking about both. That passion, combined with a responsibility to keep getting better, is what drives HUNT wheels forward.