Front view of a person, sitting against an interior stucco wall, with pink underwear draped over their head
Behind the quirky facade and robust steel frames, there’s a story to Surly Bike Company that goes beyond common cycling knowledge. For those in the know, Surly Bikes evokes a certain image: tough, practical, and maybe a little… surly. But understanding what truly makes up Surly Bike Company requires digging a bit deeper than surface-level assumptions.
Front view of a person sitting in a chair, with duct tape wrapped around their face, behind a campfire at night
It’s often surprising how much about Surly is out in the open, yet still feels like a well-kept secret. Despite being quite transparent, misconceptions persist. Inspired by a recent encounter with someone who wrongly accused Surly of hiding its ownership, we decided to set the record straight. Here are some key truths about Surly Bike Company that might not be common knowledge, but definitely should be.
1. Surly is Part of Quality Bicycle Products (QBP): The Parent Company Truth
Let’s address the elephant in the room: Yes, Surly is owned by Quality Bicycle Products, or QBP, a major bike parts distribution company. This isn’t a recent development; Surly has always been a part of the QBP family. Thinking of QBP as just an owner misses the point – Surly is integrated within QBP.
QBP is a substantial operation, employing over 600 individuals. Of these, 19 are specifically dedicated to Surly Bike Company. However, the Surly team also relies heavily on the expertise and support of numerous QBP employees across various departments. From quality control ensuring the durability Surly is known for, to warehouse staff getting bikes and components shipped to your local bike shop, to the legal team (who definitely earn their keep with Surly’s unconventional approach), and marketing, customer service, and beyond – QBP’s infrastructure is integral to Surly’s operation.
This relationship means QBP provides oversight and, naturally, has input into Surly’s direction. While Surly enjoys a degree of autonomy and creative freedom, the connection to QBP is undeniable and fundamental to how Surly Bike Company functions.
2. ‘Natch Steel: Our Own 4130 Chromoly Blend
Surly bikes are synonymous with steel, and for good reason. We proudly craft our frames and components from our own custom-branded 4130 chromoly steel, which we call “‘Natch”. Forget the urban legend of sewer pipe bikes; Surly prioritizes quality and performance with carefully selected materials.
While we appreciate the rugged image of repurposed materials, ‘Natch steel is engineered for bicycle frames, offering the strength, durability, and ride quality that Surly riders expect. For those interested in the nitty-gritty details of our steel, you can delve deeper into the specifics on our website (link to “spew” about steel if possible, or general steel info).
3. Passion and Dedication: The Surly Work Ethic
Don’t mistake the “surly” brand persona for a lack of effort. Behind the witty blog posts and unconventional marketing, the team at Surly Bike Company works incredibly hard. We’re not just clocking in and out; we’re deeply invested in what we do.
This involves long hours at computers, late nights wrenching on bikes, and intense debates about product development and brand direction. Disagreements are common, opinions are strong, and meetings can get heated. Product, sales, and marketing teams, along with full brand gatherings – all become arenas for passionate discussions. Constructive criticism, challenging each other’s ideas, and striving for the best for Surly is part of the daily grind.
It’s personal because we care deeply. Beyond just business, Surly is a reflection of our passions. Amidst the intensity, there’s also camaraderie, humor, and a shared love for bikes (and maybe a slightly twisted sense of humor that manifests in office pranks).
4. No Grand Conspiracy: Just a Focus on Bikes
Despite any rumors of elaborate master plans, the truth is far simpler: there’s no secret agenda at Surly Bike Company. We’re too busy making bikes and components to concoct any complex schemes. The energy goes into product development, not clandestine operations. While a secret plan might sound intriguing, our reality is grounded in the day-to-day work of designing, building, and sharing bikes we believe in.
5. Rider-Driven Innovation: Building What We Want to Ride
In a market often dictated by trends and market research, Surly Bike Company takes a different approach: we build products that we, as riders, want to use. This philosophy is at the heart of Surly’s product development.
We spend countless hours on bikes, constantly evaluating, tweaking, and seeking improvements. This personal dissatisfaction – the drive to always make things better – fuels our innovation. We’re designing for ourselves and riders like us who demand versatility, durability, and a bit of adventure from their bikes.
6. Embracing the “Surly” Persona: It’s Who We Are
Surly isn’t just a name; it’s a descriptor that accurately reflects the brand’s personality and the people behind it. We are, admittedly, a bit surly. It’s not a marketing gimmick; it’s an authentic trait that permeates the company culture.
This “surly-ness” manifests as a direct communication style, a sometimes dark and irreverent sense of humor, and a strong belief in individuality. We value substance over pretense and often challenge conventional norms within the cycling industry. The people who work at Surly embody this attitude, and that’s precisely why they fit into the Surly Bike Company ethos, not the other way around.
7. A (Humorous) History of Invention (According to Surly)
While we can’t actually take credit for inventing all of these things, Surly, in its own tongue-in-cheek way, likes to joke about its groundbreaking contributions to cycling and beyond. According to our own (slightly exaggerated) narrative, Surly Bike Company “invented”:
- Touring
- 11-speed drivetrains
- Cycling
- The bicycle
- Calling the bicycle a bike
- Calling people who ride bikes cyclists
- Tires
- Mountain biking
- 10-speed drivetrains
- Trigger shifters
- Bar-end shifters
- Downtube shifters
- 9-speed drivetrains
- Lock-on grips
- Beer
- Sunshine
- Drinking under bridges
- 29ers
- Disc brakes
- Drum brakes
- Direct pull brakes
- Fatbikes
- Thumb holes in the ends of sleeves
- Religion
- 7 and 8-speed drivetrains
- Atheism
- And, of course, the wheel.
This playful list highlights Surly’s irreverent humor and willingness to poke fun at cycling conventions and even ourselves.
8. Beyond the Bikes: It’s About the Ride
Downward view of 2 Surly long shirt sleeves, laying next to each other, one with tapered wrist cuff and one without
Ultimately, Surly Bike Company is more than just the sum of its parts, its ownership structure, or even its steel frames. It’s about fostering a certain kind of riding experience – one that’s adventurous, practical, and always a bit outside the mainstream. We invite you to look beyond the common knowledge and discover the real Surly for yourself.
