Priority Bicycles

It all started when Dave, our Founder, couldn’t recommend a bicycle to his friends. They were all looking for the same thing: a bike that’s good looking, not overly technical, light, comfy, easy to ride, easy to maintain, hard to steal, and affordable. So, he did what any rational person would do. He quit his job as CEO of a multinational software company to start his own business.

Okay, it wasn’t that simple. Dave grew up in the bicycle industry and worked for some of the biggest players in the game. As a father of two, Dave also wanted to shift his “priorities”—rather than spending endless hours in an office, he wanted to spread his love for cycling while also spending more time with his family. That’s where we got our name.

From there, Dave worked on his vision to create a hassle-free, everyday bike for recreational riders that would be affordable and free of routine maintenance.