About Definitive

“you’re not special, you’re just different”….our mums.

Our aim is to only distribute and sell products that can be legitimately described as “unique”. While detrimental to some in the cycling industry, global cycling retailers have created the opportunity for other specialized niche manufacturers and retailers such as ourselves. We are able to exploit the cycling public’s desire for unique product without having to compete in the mainstream “bastardized” market. Our business model allows us to support boutique brands and niche cycling product that others are unable to stock due to their commitment to the major mainstream brands.

In terms of management speak, the choice of our brands and approach to serving cyclists is based around three core values: uniqueness, quality and performance.

Uniqueness: Different is good. Especially when different represents innovation in design, attention to detail, customer responsiveness and flexibility. It’s also nice to have an alternative to the homogenised mass produced behemoths…you know who they are.

Quality: Regardless of our preferred discipline most of us push our gear pretty hard, we’re also prepared to pony up significant amounts of cash for gear that will do the job. We choose brands that have made a commitment to manufacturing gear that in simple terms, is well made – from On-One’s rigorous testing of their carbon forks to thier attention to frame geometry.

Performance: Bottom-line — cyclists are gear freaks, performance orientated gear freaks. Our product represents cycling gear designed by riders and those that truly understand cycling, driven by performance and design excellence rather than fashion or aesthetics. Bottom line— it has to be fit not just for purpose, but performance.