huck-n-rollPRESS RELEASE: Starting today, there’s, a store dedicated to dirt riders and our take-your-personal-best-and-shove-it-up-your-ass, meat-hucking, scab-picking habit known as mountain biking. is an online mountain bike shop. You heard right. Online. And we wouldn’t be putting it lightly to say that the bike industry didn’t want us. The consensus when we first approached suppliers about launching a high-end mountain bike shop was, “It will never work, the bike industry is different.” Our response? “Damn right, it’s different. It’s the last industry in existence to accept the Internet as a viable sales channel.”

So we went for it. And along the way we’ve made friends with the industry’s best. In fact, the raddest brands in the biz are snubbing the status quo to team up with us. (They mentioned something about Specialized and Trek pushing them out of bike shops…) We’re stocking more than 6,000 products from 130 high-end bike-specific brands. We have components from Shimano, Race Face, Truvativ, Avid, Easton, and Gravity; apparel and accessories from Fox Racing, Troy Lee Designs, POC, Sombrio, Dakine, Endura, and Zoic; and complete bikes from Santa Cruz, Intense, Titus, Look and Rocky Mountain. (We’re the only authorized online dealer of Rocky Mountain in the U.S.)

Hit ‘more’ for a link to their contest where you can win a bike and other schwag… is staffed by mountain bike gear freaks (including that dude who rambles on about the frame geometry of the 1993 Fat Chance Yo Eddy every time he laces a wheel). Only USA Cycling race-certified bike mechanics will touch your bikes, and only fully trained customer service gearheads will take your calls and answer your live chats. Our goal is to provide, hands down, the best customer lovin’ in the industry.

HucknRoll is community-powered, with gear reviews, Q&A, and images all submitted by you and other riders on the site. That means you get the god’s honest truth on the goods, whether the guys that make the bikes like it or not.

We mentioned our friends. As more proof that we have some, log on to to check out the vid of pros and bros who at least humored us enough to say our name on camera. If you can ID all 15 in order, you’ll get the chance to win $2.9k-worth of gear, including an Intense Tracer VP frame, a Giro helmet and gloves, and an ass-load of Cutter swag. is another store from, who pretty much realized that skiers and climbers don’t know jack shit about mountain biking. Probably against their better judgment, they gave us some room to do what we do, the way we want to do it. We are proudly related to, as well as the two shave-your-legs-to-your-scrawny-buttocks roadie sites: and

So here we go, y’all. It’s a whole new day in the bike world. We don’t give a rat’s ass if you love us or hate us, but we’re here and we’re open for business.


What do you think?