History | We sell high end bike components | Rotor America


How to conquer a challenge

If you could pedal in perfectly round circles, then ROTOR Bike Components might never have come into existence.

ROTOR resulted from a dream, when in 1994, two friends who were also cycling enthusiasts believed they could achieve something that many others had tried and failed at: to eliminate the dead spots in the pedal stroke. Pablo Carrasco, an aeronautical engineer, and Ignacio Estellés, a lawyer, had a vision that it would be possible to revolutionize cycling technology simply through a new idea.

Their challenge was to develop a more natural way of pedaling, which would consequently eliminate the dead spot and which would make a more efficient use of the force applied to the pedals, thus improving the performance and health of cyclists.

But great ideas don’t succeed on their own. Such a huge challenge needed faith, enthusiasm, selflessness, resilience and especially, team spirit. In short time a crew of dreamers and bike fans adopted the original ROTOR idea to make it possible. The first one of them all was Enrique del Rey, owner of EDR, a CNC workshop founded in 1981 that has been manufacturing ROTOR components since the early days in the spirit of continuous improvement.

Fearless against mightier rivals, they developed the initial prototypes, registered worldwide patents, obtained necessary investments, introduced the product to the press, cycling teams, and cyclists, and convinced manufacturers, dealers and shops around the world to believe in ROTOR.


But you know what? The few consumers who tried ROTOR, fell in love with the brand. They too believed that another way of doing things is possible in the bicycle world. Through their loyalty, ROTOR has built a brand recognized by its innovative technologies and solutions for cyclists.

Vision, perseverance, unwavering confidence, and gratitude – this is the ROTOR way for developing new concepts that improve the ride experiences of cyclists everywhere.

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