We’ll Still Be Riding When It’s No Longer Cool

Endura was founded by Jim McFarlane, a committed road rider and amateur TTer from the 80’s. From a solid engineering background, the Endura philosophy has always been based on the substance of advantage and not just the whim of style. We make the right kind of kit for tough conditions – not just for peacocking fair weather riders.

We ride because that’s what we do. It’s a habit, it’s part of us a constant. We’ll still be riding when it’s no longer cool.

Jenny Graham rode in Endura when breaking the around the world record in 2018 – riding unsupported and carrying all her kit, covering 29,000km in 124 days, knocking 20 days off the previous mark. That’s why the substance of advantage matters. The right gear, for the wrong conditions for a record breaking ride.

You can find out more about all of road ranges here.



Writer and expert