About Us

What Differentiates Williams
We are a direct to consumer brand. We eliminate wholesale and dealer markup.

The Value Proposition
We offer a premium bicycle wheels and components for almost half the cost you can buy at a traditional high end retail bicycle store.

What's Williams all About
The Williams brand exudes an active, social, cycling vibe. Cycling is a lifestyle, and Williams is a lifestyle company by design. We're here because we thought starting and building a dynamic cycling wheels and component brand is about the coolest job we could draw up. It's a fun company in a booming, dynamic industry, and most importantly cycling is something that absolutely improves the quality of life of the people that we help get into the sport. That's why we're here.


  • Why Williams
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