The guiding principle of our business is “The BioWheels Experience”. We created this concept to define the parameters of all our actions as a business. Ultimately The BioWheels Experience is the positive feeling we share during all customer interactions. We invariably create that feeling by adhering to the following:

• We strive to foster an open atmosphere that provides education and encourages interaction. We are never bike snobs and will share all of our secret cycling tips & tricks.
• We consider environmental responsibility paramount in all our business decisions. This is the reason why we call ourselves BioWheels.
• We promote the health & well-being of all our associates & customers. The bicycle is a vehicle for physical, mental & spiritual health. Therefore, everyone involved with BioWheels is a cycling enthusiast, and our passion is intended to be infectious.
• We seek out superior products. This does not mean that we only sell the absolute best or most expensive products. We strive for a balance between reliability, performance, price and weight. We only sell products that we have personal experience in using and/or products that we can fully stand behind & support.
• We are cycling advocates. We support people, organizations and politics that further the cause of all cyclists. We are vehicles on the streets & trail-users in the forests, and we strive to improve the general public’s perception of us in these roles.
• In all our interactions we will be kind, attentive and happy, because we love what we do!