Given their often similar weights, why should I purchase carbon mountain bike rims instead of the less expensive aluminum ones? This is one of the primary questions we hoped to answer while chatting with Dustin Adams, CEO of We Are One Composites. The British Columbia factory currently makes five distinct carbon rims for varied disciplines, a unique sleeved carbon handlebar and alloy stem, and there’s a sleek new carbon full suspension frame in the works. Adams provided some clear answers to our carbon quandary and loads of other intriguing info about his Canada-made brand.To get more news about Carbon rims, you can visit zpebicycle.com official website.
Adams’ path to Chief Executive Officer of a carbon fiber factory was like riding good singletrack; super rough with plenty of quick decisions to make, and the straightest line wasn’t always the fastest. After winning Canadian National Championships several times, and taking the top honors as the fastest North American downhiller, it’s safe to say he knows how to push gravity components to their limit. He had been racing downhill professionally for several years when he was struck by a car in 2003. After being hit Adams stopped riding bikes and fell into the deep, dark mental health chasm that often follows such an abrupt shift in ability and enjoyment. Mountain bikes and racing are who he is, and he lost that for a time.
“In high school, we did career and personal planning where we had to develop a plan of what we wanted to do after school and my three options were all ‘professional mountain bike racer.’ I was told I couldn’t be that, and I failed the course. A number of years later I went back and kinda shoved it in the teacher’s face. I was a pro when I left high school but wasn’t getting paid. Then, eventually being paid, I kind of received my dream.” Adams rode for Giant through the early nineties on their US Factory team.
During his break from bikes, Adams started a concrete company, then a successful custom-countertop business, eventually losing interest and selling off both to take an eight-month-long vacation in southeast Asia with his family. “During that trip, I figured that my duty was to get back into the cycling industry somehow. We made the decision to move from Kamloops to Squamish. I immersed myself in the riding community. It was pretty small at the time, but it was booming toward what it is now. It was a really healthy scene. I was able to just ride and do my thing, and fall back in love with it the way I wanted to.”
“Then I stumbled across an ad on Facebook from an old customer of mine who was looking for a production manager. It was Nobl Wheels. I came to the conclusion that it wasn’t the best situation to take the job. I was better suited to buy into the company. So I became a partner at Nobl in late 2015. Then I started charging hard with them. I was in Asia, learning the ins and outs of the brands and products. In 2016 we had a disagreement on a few things. My focus was to become a manufacturer because that’s my background. I didn’t see a reason to keep pushing private label products, just putting a sticker on and doing very little RD at the factory. I didn’t see that as being the way for longevity. We couldn’t come to an agreement […]. So In early 2017, I started up We Are One.”
The company has been focused on 100% Canadian manufacturing since. Adams had seen the flaws in carbon production, quality, and the poor working conditions that accompany the faster and cheaper methods of carbon production, and he wanted to have control of the process to ensure We Are One rims come out dialed every time. Let’s dig into the details.
The name We Are One stems from many angles. First, it is a play on carbon fiber being many layers and becoming one final part. Second, it was going to take a motto or name that was going to fuel my vision for a factory where all of our employees felt connected to the outcome. Thirdly, we wanted to be a more inclusive brand that was open to everyone and have everyone feel welcome and a part of what we do, through our products. So the name We Are One was born. Composites are our focus.