Endura Innovates – Performance Ready Cycling Gear

A man wearing Endura cycling clothing

Endura’s approach to life is neatly summed up in two words – Renegade Progress. It refers to our overarching philosophy of continually challenging and innovating without being restricted by convention. You might think of our innovations are limited to things like the headline grabbing Banned by The UCI video, record breaking time trialling suits that we developed for the fastest riders in the world, but you can find innovation throughout our huge range of gear – on road riders, MTBers and commuters.

Innovation through collaboration – we work with acknowledged experts and similarly forward thinking partners to add specialist skills and materials to enhance the work of our market leading, in-house product design and development team.

Drag2Zero – the experts in cyclesport aerodynamics – years of intensive R & D, studying airflow in wind tunnels was combined with our ground breaking new production methods to bring theoretical ideas to real world riding. Our SST technology has won countless races and has been used to break the UCI Hour Record three times.

D3O – protective inserts that utilise the near magical properties of non-Newtonian materials to create soft, flexible with high shock absorbing properties. D3O is used extensively in out MT500 protectors that are so good, they’re #AthertonApproved.

Koroyd – we were one of the first brands to embrace Koroyd’s game-changing tech in bike helmets, first for MTB, then road and aero and now for the emerging SpeedPedelec market. Koroyd’s co-polymer extruded tubes are thermally welded and are cut, shaped, CNC-ed and thermoformed to supply superior impact.

Renegade Progress means that we’ll never rest on our laurels, we’re constantly striving to sustainably deliver substance, innovation, durability and performance in our products. We always see it from the perspective of the cyclist and we don’t cut corners, even when it hurts. All of this innovation is underpinned by resolutely remaining authentic in everything we do and are proud to have built a reputation as one of the most ethical and trustworthy brands anywhere in the cycle industry.



Writer and expert