IT’S BEGUN

Led by BMX and downhill mountain bike racing legend and pioneering component and accessories designer Toby Henderson, BOX Components uses “design thinking” to create the finest BMX and mountain bike parts and accessories in the world.

With a focus on innovation and pushing bicycle technology forward, all BOX products are designed and manufactured without compromise for the most discerning consumer.

BOX Components was launched as part of Cycle Group Inc., in December 2011 by three bicycle industry and racing veterans to design, develop and supply high-quality, innovative products that combine style and optimum performance.

Between them, Toby (CEO), Michael Gamstetter (chief product designer and senior brand manager) and Michelle Senger (VP of operations), have a combined history of more than 30 years of designing bicycle parts, 50 years working in the bicycle industry and 75 years in bicycle racing.

MOTIVATION

Why do we do what we do? Pure and simple, we are passionate about bicycles and BMX. Our number-one goals is to make bicycles, particularly racing bikes, better machines, capable of taking their riders to the highest level. We do this through innovation and pushing the limits of our manufacturers.

Nearly every time we introduced a new product concept to the engineers and production managers at our factories, we were told, “This is impossible. We cannot do this. Please change the design to something we can make.”

We heard this when we showed concepts for the Maximus handlebars, 20-mil hubs, Hollow stem, Focus rims, Echelon saddles, even the Zero stem spacers.

Each time, we stood firm until we got what we wanted. We never gave up. We never stopped pushing. It was never easy, but we believe without innovation, you—your company, your sport, your desire—die.

The result is a line of more than 30 brand new products, nearly all of which push the envelope of component design and technology.

INSPIRATION

BOX Components products are influenced and inspired by things as diverse as motocross and NASCAR, the Bauhaus and Japanese pop culture. Throw in some straight-ahead jazz, punk rock, haute couture, modernist painting, mid-century modern furniture, Italian transportation design, Zen Buddhism, Scandinavian design, cars from the 1960s, surf culture and nature, and you pretty much get what we’re all about.

Beyond pure inspiration, BOX uses a process called “design thinking” to solve problems, find solutions and create new products. Design thinking is a creative process based on “building up” ideas. The process begins without limits. We encourage Outside-the-Box thinking in order to find creative solutions.

The process is demanding and includes: defining the goal, research, ideation, prototyping, implementation and learning. By using these steps, BOX can define problems, ask the right questions, create more new ideas and choose the best answers.

STIFFER, STRONGER, FASTER

All of us at BOX have spent countless hours in the saddle of one type of bicycle or another. As cyclists and as students of competitive cycling, we are well aware of the need for more efficient bicycles.

Efficiency can be defined as: performing or functioning in the best possible manner with the least waste of materials, time or energy.

In cycling, this means the reduction or elimination of wasted movement and energy as the rider pedals to propel the bicycle forward. Much of the efficiency problem in cycling, BMX in particular, is wasted movement and energy due to component flex. Our solution was to reduce bicycle flex and boost rider efficiency without adversely affecting the ride. BOX now offers a range of products design specifically to do this.

The Maximus handlebars and Delta stem combo (aka Maximus Delta) achieve this with a large, flex-reducing, 31.8-millimeter diameter clamp area on the bars.

Oversize stem and bar combos have been the norm in road and mountain biking for nearly two decades. A stiffer handlebar and stem combo is probably more important in BMX than in any another cycling discipline. Combine the incredible upper body strength of the riders with 8-inch or taller, thin-wall chromoly bars and you’re just asking for problems.