As active fanatics we had a need for custom designed clothing and knew others did to. We took it upon ourselves to bring high performing, quality product to the market.

James entered the cycling Industry in 2012 driven by his passion for the sport and wanted to contribute his ideas, solutions and deliver products that are truly innovative and continue to drive the industry forward.

With a business that developed a range of cycling products focusing on the customer, James always wanted to bring improvement to custom cycling clothing in New Zealand.

Frustrated that he could not get what he wanted, how he wanted it and when he wanted it. The industry at the time had limited offerings and was a series of roadblocks to obtaining the product he wanted.

With a background as an aircraft engineer he is able to isolate problems, design fixes for them and offer a unique approach to the industry normal. 2012 James started his journey to introduce a new range of custom cycle clothing to New Zealand. Spending a year working on the offerings and looking to partner with a manufacturer who shared the same drive and desire to improve industry. James partnered with Joyride Apparel. Their ability to adapt, innovate and deliver a quality product in a short time with a working environment that considered their employees, meant that James knew he had found the right manufacturer to help him change the market in New Zealand.

In 2013 James and Marc partnered to form B-Spoke apparel. Marc has always been heavily involved in the athletic industry both as an athlete and as a professional coach.

By helping other athletes achieve their goals, Marc knows what good custom clothing means for an athlete. With a history as an Elite cyclist himself, spending many years racing his bike around the world, Marc knew there was a real need in New Zealand for custom clothing that really performed.

James and Marc both shared the same common goals, both bringing unique backgrounds and skills to developing and innovating a new range of products. B-SPOKE was created.

Together B-SPOKE and Joyride are able to manufacture products that offer new materials to the local NZ market with new cuts and ideas on what a particular garment could and should be.

Using Italian manufactured materials assembled by highly skilled staff that had years of industry experience the first offerings James and Marc introduced redefined comfort and performance to NZ athletes..

Forever excited by what can be achieved, James and Marc continue to listen to customer feedback and develop their range of products. They constantly want to stay ahead of the game, ensuring the very best for customers.

Continuing to refine the fit and increase the quality of their range, James and Marc know what it means to create high performance custom clothing. They want to ensure their products bring the level of comfort and practicality for  athletes without sacrificing the design