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Our founder and CEO, Loni Hull, came up with the idea for Structure Cycleworks after crashing a traditional mountain bike due to excessive break drive, resulting in a broken collar bone and a concussion.
Structure was established with one goal: take lessons learned in motorsport and bring them to Loni’s other great passion – mountain bikes – making them faster, more stable, and less inclined to send riders over the bars (OTB) in the process.
Our mission is to push the boundaries of performance of mountain biking through innovation, while giving riders the ultimate MTB experience.
Based in Calgary, Alberta, Structure comes from humble beginnings, but our ingenuity has led us to be the world’s first mountain bike company to produce a proprietary, integrated, carbon fiber linkage chassis system.
But we aren’t resting on past accomplishments. With 29ers, hardtails, dirt jumpers, e-bikes, fat bikes, and other models in the works, our international team of pros can hardly wait to show you what we have in mind for the future of cycling. Get to know our crew. Better yet, come ride with us!
We make mountain bikes faster, more stable, and less inclined to send riders over the bars (OTB) in the process. Today, our international team of designers, engineers, regional ambassadors, and professionals have produced the world’s first carbon fiber integrated-linkage suspension system, featured on the SCW1 enduro bike, which launched at the 2019 Sea Otter Classic. In the first week of the SCW1’s existence, two bikes under two riders won podiums in every race they entered at the Classic, followed quickly by additional wins and podiums in Canada and the U.S.A.
The Structure team is passionate about all things bicycle. They each bring the best they have to what they do and want the best possible outcome for Structure riders!
Driven by innovation, Structure was founded by Loni Hull, a pioneer in electric motorcycle racing. Hull, who is used to pushing performance boundaries, brings decades of experience in many forms of racing to the mountain bike industry. Loni has loved everything on two wheels since he was four years old and learned to ride an old Hawthorne that was too tall for him by sitting on the rear cargo rack.
Experienced business professional with a demonstrated history of working in multiple sectors. Strong entrepreneurship professional skilled in Business Planning, Operations Management, Business Development, Entrepreneurship, and Strategic Planning.
Theo has been working in the advertising industry for nearly 30 years, working for large and small agencies in many roles to help clients become brand leaders. Calling himself a Jack-of-all master of some, he combines a creative sensibility with technical experience to transform his concepts or ideas into a form that can be printed, published, posted or shared.
Jake is a recent mechanical engineering graduate who is obsessed with bikes. He takes his years of riding , and breaking gear, to the design table with the goal of optimizing the modern mountain bike. Having grown up in Nelson, BC, Jake enjoys the creative side of bike design. He aims to create beautiful bikes that can also podium in their respective disciplines.
Dave has been told that he possesses the least common of the senses, common sense. He's an inventor and an initiator, frequently operating in the marketing industry that is surprisingly averse to risk. Dave is a self-employed marketer that has come up through the entire set of careers catered to by the adobe creative cloud, from graphic designer to video producer.
You value performance just like we do, but you can’t go over the bars (OTB) one more time. You appreciate innovation, leading the charge and aren’t afraid to be an early adopter. Come ride with us!
Structure Ambassadors at key locations in the U.S. and Canada are ready to set up your demo ride and show you the best local lines. Come ride with us!