My guiding principles are to make a product of the highest quality craftsmanship and make ordering custom bicycles as simple as possible.
I have been commuting from NJ to NYC by bicycle for 7 years. The bus made me nauseous. Driving into the city involved too much traffic as well as expensive gas, tolls, and parking. Eventually I decided to ride my bicycle to work. I now look forward to my daily commute, I find it to be meditative.
Over time I have tried out dozens of different bicycles and components. 3 years ago, I built my first experimental dream bike from scratch. It has carbon everything except for an aluminum frame and a Di2 Ultegra groupset. With pedals and battery, it weighs 17.75 lbs and it cost a fraction of comparably equipped bicycle.
I am now offering my custom built bicycles to the public. I use only the best components based on my personal experience. I believe if more people rode their bicycles the population would be physically and mentally healthier, and the world would be cleaner and greener. To promote bicycling I actively volunteer in bike-a-thons, teach kids and adults to ride bicycles, and work to influence public policy to help make bicycling safer.