Chromag Bikes, hailing from the mountain biking mecca of Whistler, British Columbia, has quietly cultivated a devoted following. For years, discerning riders and component aficionados in the know have recognized Chromag for offering something truly special, a refreshing departure from mainstream options. Now, Chromag’s reputation is surging as their meticulously crafted products grace the shelves of more bike shops and word spreads globally about the exceptional quality of Chromag frames and components.
To delve deeper into the essence of the brand, we sat down with Ian Ritz, the visionary founder of Chromag Bikes. What we uncovered is a story far richer than just another British Columbian bike company. It’s a tale of passion, community, and unwavering dedication to crafting top-tier mountain biking experiences.
The Genesis of Chromag Bikes: Filling a Hardtail Void
nsmb: Ian, can you share the origin story of Chromag Bikes?
Ian Ritz: Chromag began in 2003, almost organically. It wasn’t initially driven by a strict business plan. My motivation was simple: I wanted to create a hardtail frame that truly met the needs of riders like myself, something that was missing in the market. Back then, the bike industry’s focus had heavily shifted towards full suspension bikes, relegating hardtails to entry-level status.
A group of us local riders were seeking a hardtail that could keep pace with the advancements in components and riding styles. We struggled to find frames that could handle the demands of new tires, disc brakes, and modern front suspension, and the increasingly progressive riding that came with them. Local downhill pros like Chad Onyschuck, Eric Paulson, and Tyler Morland were also looking for robust hardtails for early-season training, and many of us simply appreciated the inherent simplicity and reliability of a well-designed hardtail.
Having owned Evolution Bike Shop in Whistler for eight years, I was immersed in the riding community. Product feedback was constant and direct! As we embarked on product development, momentum built rapidly.
I was fortunate to connect with key individuals who became invaluable to the development and production process. At the bike shop, Tyler and Eric were frontline mechanics, dealing with a high volume of service issues from the Whistler Bike Park and the broader Sea to Sky riding scene. That year, I met Mike Truelove, a frame welder with over 20 years of experience collaborating with some of the pioneering mountain bike brands in the Vancouver area. I also partnered with Peter Hammonds and Chris Allen, the founders of North Shore Billet machine shop, renowned for their precision machining.
Looking back, we were perfectly positioned to understand the specific needs of our riding community, which, as it turned out, resonated with riders around the world. In 2003, I sold my share of Evolution and, unsure of the future but driven by passion, incorporated Chromag and dedicated myself to it full-time.
Beyond Hardtails: The Diverse World of Chromag Components
nsmb: Many brands target a very specific rider segment. Who is the typical Chromag customer?
IR: If we solely focused on hardtails, our market would be quite niche. However, over the past six years, Chromag has expanded to encompass a wide range of components across various categories. In fact, components now represent the majority of our business. We produce a significant volume of handlebars, saddles, stems, seatposts, and seatpost quick releases. This broad product range means our customer base is incredibly diverse.
Our core focus is on delivering exceptional quality, durability, and meticulous attention to detail in the finish. Typically, though not exclusively, our customers are experienced riders who have been through several bikes, have a clear understanding of their preferences, and are seeking components that represent a step up in performance and quality. They are looking for that upgrade, that piece of kit that will truly enhance their ride.
Product Spotlight: Handlebars, Saddles, and Frames Leading the Charge
nsmb: Chromag boasts an impressive product lineup: five frame models, five stems, a variety of handlebars, and an extensive saddle collection. What are your most popular products, and which frame reigns supreme?
IR: Handlebars are undoubtedly our strongest category, but saddles are a close second in popularity. Regarding frames, currently, the Samurai, Stylus, and Monk models are in very high demand and represent a fairly even three-way split in sales.
Handcrafted in British Columbia: The Chromag Frame Advantage
nsmb: Small frame builders are not known for mass production. How many frames does Chromag produce annually?
IR: This year, we anticipate producing approximately 250-300 frames across our five different models. This allows us to maintain our commitment to quality and craftsmanship.
nsmb: Chromag has deep roots and strong connections within the local riding community. Has this translated into a strong market presence in British Columbia?
IR: Absolutely. Our local region has been our strongest market from the beginning, particularly Vancouver, Squamish, Whistler, and Pemberton—really, British Columbia as a whole accounts for a significant portion of our business. We are also experiencing substantial growth in international markets, especially in Japan and Europe, with strong traction in Spain, France, the UK, Italy, and Germany. The appeal of Chromag bikes and components is truly global.
Sizing and Customization: Finding Your Perfect Chromag Fit
nsmb: Most Chromag frame models are offered in three sizes: small, medium, and large. What about riders who fall outside of these standard dimensions—do you offer custom sizing options?
IR: Typically, no. The top tube length increments between our frame sizes are intentionally kept at 1″ or less. This gap can usually be effectively bridged with minor stem length adjustments of 15mm or less. While we will consider custom variations for riders who have very specific requirements, it’s rarely necessary, and the cost of setting up for a one-off custom frame is considerable. We believe our standard sizing accommodates the vast majority of riders very well.
The Riding Life and Creative Passions of Ian Ritz
nsmb: Living in Whistler and running a bike company, you must get to ride quite a bit. What’s your favorite type of riding?
IR: I genuinely love all forms of mountain biking. For the past nine years, I’ve been part of “Friday rides” with friends, and those experiences epitomize my favorite riding. We typically gather at someone’s house, have breakfast together, and then ride straight from their backdoor for the entire day. The location varies, depending on whose house we’re starting from, making each ride unique and adventurous.
nsmb: That sounds like an amazing lifestyle. If you weren’t running a bike company, what would you be doing?
IR: I have a passion for creating things. Lately, I’ve been drawn to the idea of building high-end “ghetto blasters”—though nowadays, they’d probably be called docking stations! Or perhaps crafting custom furniture. I’m not sure how viable either of those would be as a business, though…
Innovation at Chromag: Looking to the Future
nsmb: “Innovate or die” is a common mantra in the bike industry. What exciting developments are currently underway at Chromag?
IR: We have a lot of new products in the pipeline. Expect to see at least half a dozen new product releases from us next year, along with numerous refinements to our existing lineup. We are expanding our handlebar offerings and have new stem models in development. Our frames are also continuously being refined with subtle but significant improvements each year.
We are also expanding our saddle range. I’m particularly excited about a collaboration with Brandon Semenuk. Brandon approached me this spring wanting to develop a saddle that would perfectly complement his unique riding style. The timing was perfect, as I had been planning to further focus on our saddle category. As with all our products, working closely with riders who are deeply connected to the application is crucial. In 2010, we will be launching a new saddle category called “blueprint,” which will include several models designed with Brandon’s valuable input. This collaboration underscores Chromag’s commitment to performance and rider-focused design.
nsmb: What is one surprising fact that people might not know about Chromag?
IR: Many people are unaware that we manufacture a significant portion of our products right here in British Columbia. This is especially true for three of our frame models, where we machine all the frame junctions and dropouts in our Whistler facility, weld them in Squamish, paint them in Prince George, and then bring them back to Whistler for final finishing and preparation. We also machine all of our stems and seatpost quick releases right here in Whistler. This local production is a point of pride for Chromag bikes.
nsmb: Is there anything else you would like to share with nsmb readers?
IR: I want to express my sincere gratitude to everyone who has supported us and uses our products. I also encourage anyone interested in Chromag to contact us with any questions they may have. We also welcome comments and feedback – that connection with the riding community is the foundation of our success and remains incredibly important to us.
– Stuart Kernaghan
Do you want to give a shout-out to Ian? Share your passion for Chromag parts or a specific frame that you can’t live without? Head over to the boards and let your voice be heard!
