Three decades of passion, progress, and community, and we’re just getting started!
Our journey began in 1996 in a small wheel shop in Copenhagen, Denmark. What started as a small business soon grew into something much bigger. Over the years, we expanded our team and product range to include roller skates, hockey, skateboards, and much more.
In 2013, we moved to our current location in Hinnerup, near Aarhus, giving us more space to grow and expand our product range even further. We added new categories, including winter sports, BMX, and surf, continuing to bring more exciting products to our community.
In 2017, we introduced our mission: Support, Inspire, Grow, the values that shape everything we do today. We support our customers and communities through giveback initiatives, fair pricing, quality products, and great customer service. We inspire people to get out and ride through sponsorships, events, and sharing our passion for action sports. And we grow together, as a company, as a team, and alongside the riders and communities around us. These three words have become the mission that drives us forward.
In 2018, we opened a second warehouse in Belgium, helping us grow our European presence. In 2019, we introduced a new logo, marking an exciting new chapter for our brand, and in 2021 we launched our GIVEBACK Charity Program, putting our commitment to support the community into action.
In 2024, we took our passion to the global stage by sponsoring events across three continents, inspiring riders around the world. And in 2025, we launched our very own Ride The Line Charity Program, taking another step toward supporting the communities that inspire us every day.
Now, as we celebrate 30 years in business, we want to say a huge THANK YOU to everyone who has been part of our journey: our customers, partners, team, and community. Your support has helped shape who we are today, and we couldn’t have done it without you.
Thirty years is a milestone worth celebrating, but this is only the beginning. We’re excited for what the future holds and can’t wait to keep supporting, inspiring, and growing together in the next chapter.
Thank you for being part of our story. Here’s to 30 years, and many more to come!
