With BMX enjoying a recent popularity boom thanks largely to its inauguration into the 2008 Olympics, Subrosa bikes has probably come along at a good time. Established in 2006, Subrosa is still in its infancy and building itself from the ground up.
- address: 210 East Palmetto Ave.Longwood, FL 32750FL 32750
- telephone: (407) 599-7255
- fax: (407) 599-7259
- website: https://subrosabrand.com/
Many people probably haven’t heard so much of Subrosa bikes as Ryan Sher, its BMX riding founder who says he’s been riding 23 or so years (he’s now about 27 years). Sher has a bit of attitude, which hasn’t made him a favorite with everyone, but he definitely loves his sport and is trying to give back.
In fact, he says, “BMX is who I am, and how I live.”
“Building a brand to me isn’t just selling a product but more about living a lifestyle that encourages us to create products that capture the quality, look and feel that is lacking in BMX. All while supporting the riders and artists who have inspired and supported us!”
He’s good at promoting his company anyway, and has spent a lot of time touring to do so and getting products right. There’s not a ton of information out there about Subrosa at the moment, but we’ll try to fill you in a bit. Subrosa sells complete BMX bikes from entry-level Tiro and Salvador brands right up to the pro Novus and Malum BMX bikes.
The name means “under the rose” and is supposed to reflect the idea of confidentiality. Thanks to a Greek myth about a god of silence and a cult about Cupid bribing someone with a rose as a thank you, Romans used to decorate their dining tables with roses to remind their guests what was said there was not to be made public.
In any case, you might wonder what Sher and his chronies have to hide? They certainly lie fairly low under the radar. With their skeletons, tattoos, grungy style and stunt riding, the black and white videos promoting Subrosa seem to be aimed at Generation Y or Xers, young people who haven’t grown up – some people would probably put Sher in that same category. For example in an interview when he was asked to give five reasons for starting Subrosa bikes, the answers ranged from the flippant to serious:
“I wanted to do an ad with a goat.
“Mom said ‘Get a real job’.”
“I wanted my own business card.”
“The chance to work with Ron Bonner more.”
A refreshing part of Sher’s philosophy however is remembering how important price is to young riders. The entry-level bikes cost as low as USD $450 and up to $1000 for a Novus or Pandora. Sher said, “Growing up as a rider, I remember saving money for certain products, or just something new for my bike. If it’s too expensive, then how can a younger rider obtain our products on their own?”
Subrosa bikes, therefore, makes an effort to keep their products as affordable as possible. And with so many riders driving the company, they have a lot of ideas about how to create products that riders want like types of handlebars, frames, grips, seats, posts, barends and forks. They currently have 12 BMX bikes available.
- Standard Frames: Yes
- Custom Frames: No
- Retrofitting old bikes: No
- Year Established: 2006
- Products Made In: Taiwan
- Availability: authorized retailers & online
- Types of Bicycles: BMX – dirt, street, fixed
- Frame Materials: steel, chromoly