About Us

"I love the sport of cycling.  It changed my life.   Williams Cycling was born from passion for the sport.  Our mission is to design products that enhance our customers riding experience.  If we can do this and offer high end performance products at a reasonable price point, then we are making a difference in the cycling community.  We believe in what we do"

Keith Williams

The Williams Story

Williams Cycling started as an idea in a hotel room at a cycling training camp in Austin, TX.  The days were full of long hours in the saddle and nights were spent realizing the opportunity of a direct-to-consumer bicycle wheel and component brand.  At the time, back in 2006, the internet was evolving as a powerful avenue for a consumer direct platform.   It seemed logical that an internet based brand could offer performance and value never experienced in the industry.   After a year of research, product development and testing, Williams Cycling launched as a direct to consumer cycling brand.  The brand focused on delivering high end product and service to cyclists around the world.  It worked!

Fast forward 10 years.  Williams has established itself as the largest direct to consumer bicycle wheel and component brand in the world.  Our products have supported many professional athletes and teams over the years.  Currently, Williams sponsors USA U23 and junior cycling teams.  Williams Cycling continues its deep passion and love for all things cycling.

What we stand for.

Williams Cycling specializes in offering high end bicycle wheel and components at a direct to consumer price point.  We are here to support the athlete looking for performance driven designs at a reasonable price.

Meet the team

Keith Williams (above left) Founder and President
Location: USGP Cross Portland. My favorite cross race.  

Sarah Williams - Accounting
My lovely bride. 

Josh Geiszler - Head Mechanic
AKA "Joshy the Pooh" Best wheel builder in the world....and good friend.  

Bob Terra - Mechanic
Bobby is a true bike racer.  Smart, talented and can take the pain!

Dan Arbuckle - Owner of Headwaters Kayak shop and honorary employee

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