Dustin and his wife Sherri visited their long time buddy Kelly Servinski on his 30th birthday down in Kelly's neck of the woods, Squamish. He took Sherri and Dustin for a six hour tour of the trails and town. Kelly planted the seed and it never really left their minds of how great of a place Squamish could be for them. After 4 years of kicking around the idea, they and decided it would be a great community. Dustin was wanting to get back into the bike industry and be able to raise his young boys in a really healthy outdoorsy community. Squamish was a perfect fit and has so much to offer an active lifestyle. The community is very active and has a solid amount of people who are in similar positions as Dustin and his family. Dustin and Sherri really wanted to bring their kids up in an active environment. When it came to NOBL, Squamish just made sense, with trails right out the door, and the entire Sea to Sky Corridor at their fingertips. The industry is starting to grow a small community of great brands that also choose to call Squamish home base. Dustin and Trevor wanted to be early pioneers to Squamish in terms of a base for the mountain biking industry, and begin to seed their roots. Product testing can be done year round and there is no shortage of skilled riders to put the products to the test.