Second-Generation Master Wheel Builder
If you are a high-mileage Australian cyclist, you already know the harsh reality of our roads. Between the brutal vibration of coarse-chip bitumen, coastal salt air, and the high cost of bike shop labour that drives many to neglect regular servicing, standard bicycle wheels simply disintegrate. Global wheel brands fall into two flawed camps: over-priced, over-hyped Western brands that target newer, uneducated riders with flashy marketing and status instead of real-world structural optimization; or flimsy, under-engineered e-commerce wheels from China that snap components within a few thousand kilometres.
We built a better option. Every single wheelset I deliver is hand-built by me, Andy Choy. My approach to wheel building isn't learned from a modern factory manual; it is rooted in a multi-generational legacy of mechanical engineering. During the 1950s, my father worked in Hong Kong's famous Hillman garage, where his job was fixing and building high-performance wire car wheels. In the 1960s, he transitioned his expertise into a bicycle business, before expanding into a motorcycle shop in the 1970s. As a young kid during my summer holidays, I sat in his workshop, learning the timeless laws of spoke tension, truing, and structural integrity by lacing heavy-duty motorcycle wheels.
By the early 1980s, I established my own bicycle business in Hong Kong, right at the dawn of the high-performance wheel revolution. Long before the era of massive corporate acquisitions, I was importing independent, cutting-edge rims and hubs directly from original pioneers like Zipp and Roval to create bespoke high-end custom builds.
As an Australian Hong Kong Chinese business owner, I have witnessed the global manufacturing landscape shift entirely. For years, I proudly ran what was likely the last Australian bike business selling true, premier American-made craftsmanship: Lynskey titanium frames. However, as US manufacturing declined, I stopped importing them in 2019 and turned my attention toward the meteoric rise of Chinese manufacturing.
The reality of modern factories is a massive double-edged sword: they simultaneously produce both the best and the absolute worst products in the world. Fortunately, as a mechanical engineering dropout with decades of hands-on industry expertise, I don't judge a product by a flashy consumer price tag, nor do I carry a blind bias for or against any nation's flag. I select my components from a pure, unadulterated mechanical engineering point of view. Price and country of origin are completely irrelevant to me. I look strictly at grain structures, material tolerances, stress distribution, and raw structural integrity. If a component is mechanically flawless, I use it; if it is compromised, it never enters my workshop.
Today, I bring those decades of custom-building history, global sourcing knowledge, and a zero-compromise mechanical foundation to Australia, crafting carbon wheelsets specifically engineered to handle the unique demands of this continent. Here is the exact engineering blueprint behind every wheel I build.
