// ESTABLISHED IN 1972
by one of the early pioneers of the Taiwanese bike industry, WHEELER was the brainchild of C.H. Yang, who initially had no background in the industry nor the technological knowledge. He had worked in advertising and came to the bicycle field through a cooperation with a Japanese advertising firm that inquired him about bicycle assembling factories in Taiwan. Through his visionary mindset, he realized that the bicycle industry was about to boom, and so he decided to make use of Taiwan’s reputation as the Germany-of-Asia in respect to quality manufacturing capabilities and subsequently founded WHEELER.
From the mid 80s to the early 2000s,WHEELER was one of the largest bike companies in Taiwan, with representations and distributions throughout the world. The brand was known for its interesting marketing strategies, some of which have left quite the impression with the old-school bike industry leaders. Many still fondly remember the WHEELER boat parties during Eurobike and the adventures of its illustrious team riders and representatives.
WHEELER Polska was established in 1996 to serve as a hub for the European continent business and was one of the first bike firms to venture into the Eastern countries. It remains a vital operation to this day.
Following the current owner’s son, Sean Yang, to a vision, a push was made to revive one of the early giants of the bike industry. A sensible man with an engineering degree from university in the U.S., he started gathering talent in the form of rider inputs, of modern distribution methods from professionals within the industry, and thus the decision was finally made in 2018 to develop a line of bikes for the European market. WHEELER Europe was then founded in 2019.
Since WHEELER brand bikes had always been known for great value, combining proven technologies, solid parts and good quality frames provides all with very affordable prices. It was an easy decision to make this once again the core of Wheeler bike development.
// VALUE PRINCIPLES
When we decided on a focus for the components of our new bikes, we quickly and unanimously decided on something we would like to call the value principle. It simply meant that we took a long hard look at what we wanted to see as riders ourselves and what would otherwise cause unnecessary spending. With this in mind we went about and picked, what we truly believe, the best bang for the buck. Instead of using so called “bling” parts, we decided on another way.
Many riders today like to upgrade certain parts of their bikes as their riding maturity progresses. There are however a few key components that should be done correctly, right from the start, to give our customers the best possible base.
Our main focus is on the following parts.
Due to the high cost of aftermarket parts upgrades here are very expensive. Our simple solution is to use top-level stuff only.
Especially on E-bikes, but also on the new Enduros due to the speeds that they can reach, it is vital that the most reliable and strongest components are used. Maguras MT5s are just that.
Another high price item if the customer has to upgrade. The Funn wheels we are using offer unsurpassed performance and competitive weight.
Admittedly not a high price item to change. However since we spec the undisputed champion of gluing your hands to the bars with DMRs deathgrips, no upgrade is needed.
As upgrade costs here often include having to change everything from shifter to hub mount, we just give you a full SRAM GX on all bikes, on the house.
For all the other parts like cockpit, seat, etc. we are proudly using FUNN products, renowned for strength and low weight without breaking the bank.
SEAN YANG | OWNER & VISIONARY
As the grandson of the official owner, Sean became part of the family business after receiving his engineering degree from university in the U.S.A.. With a keen interest in the technical aspect of bikes as well as new technologies, he was the man with the vision to bring WHEELER bikes back for good.
BEN TOTH | BUSINESS MANAGER
Our resident Viking. As the business manager, he is responsible for the day-to-day operations and Wheeler’s international strategy. Ben has spent his whole working life in the bike industry in faraway exotic places like Dubai, the UK and Hungary. Long experienced as a sales specialist and strategist, Ben is imbued with the skills to renew the success of the WHEELER brand. He loves bikes and spends every spare minute pushing long distances.
ALEX KOPP | MARKETING & DEVELOPMENT
As an avid DH and Enduro enthusiast, Alex brings the rider input to the table. A former business consultant and marketing/event specialist, he has an almost nerdy interest in the technical aspect of mountain bikes. This German native plans and executes marketing activities and advises on geometries and specifications of the MTB lineups. Whether on snow, dirt or tarmac, Alex loves speed and is known for his “almost didn’t make it” riding style, a true adrenaline junkie.
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