roll: was founded on a very simple idea. Riding a bike is fun, exciting, inspiring, and even life changing. Shopping for a bike isn’t. We were left asking, how could something that inspires so much passion and enjoyment, be so complicated, confusing and difficult. We just didn’t get it. So we set out with a clean sheet of paper, lots of questions starting with why?, and a lot of ideas staring what if? Many late nights and light bulbs going on followed. From there we developed the core principles of roll: and founded our company on an unwavering approach to customer service that drives everything we do.