How We Do Things

THE ALT. way

We’ve set out to be a little different from other wheel brands… We want you to ride the exact wheelset that you want. Which is why we offer a fully custom wheel building service as well as a selection of our personal favourite ‘stock’ options. All built to order and delivered direct to your door at an unrivalled price.  

Truly Unique...

ALT. Custom Wheels

With over 70 rim options across gravel, MTB and road disciplines, multiple hub and spoke brands, and even custom artwork, we can offer an unparalleled level of customisation for your dream wheel build. Get in touch to discuss your options.

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Quality Assured


We work directly with the best manufacturers and component brands to produce an uncompromising product and this applies to quality too. Our entire supply chain is UCI Approved and exceeds ISO 4210 standards every step of the way.

More Than Marginal Gains

Our Business Model

By working directly with our selected manufacturers and delivering direct to your door, our business models allows for us to produce much higher value spec’d product than would be otherwise possible. Making for more than just marginal gains.  

Here To Help.


We're a UK based company, run by cyclists for cyclists and should something go wrong we’re here to help. With our industry leading warranties and crash replacement schemes you can have peace of mind that your wheels will keep on spinning. If you need help, browse our FAQ's for a quick answer or simply get in touch for anything else.

Support & FAQ's


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Road/Cx Wheels

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accessories & Components