Well, it helps to have some pretty sweet bikes, but it’s more than that. It’s a basic outlook on life that everything can always be made better. Cooler. Awesomer. We’re innovators at heart. Artists in our soul. We’re a forward-facing company. Always looking for the next place to ride. The next innovation. The next sunny day. Not only is it more fun that way, but it’s helped us stay on the leading edge of the industry.