OneUp Announces Syndicate Sponsorship & Athlete Posters

Mar 11, 2024 at 15:13
by OneUp Components  

PRESS RELEASE: OneUp Components


OneUp x Syndicate

OneUp is super proud to be the official cockpit sponsor of the Santa Cruz Syndicate. Jackson Goldstone, Laurie Greenland and Nina Hoffmann will be racing World Cup downhill on OneUp handlebars, direct mount stems and chainguides for 2024 and beyond.


OneUp x Syndicate


Athlete Posters

We grew up with posters of our favourite riders taped to our bedroom walls. Having the Syndicate on OneUp makes us feel like kids again and we want to share that stoke. To do it, we challenged the athletes to create their own poster. They had one day to shoot with legendary freeride photographer Sterling Lorence while they were in Queenstown, NZ for preseason training.

The posters are proudly pasted on the walls of the OneUp office. We hope that groms and grown-up groms around the world will pin these up and get inspired to go out on a ride.


OneUp x Syndicate


Boost Bro

Jackson Goldstone was born and raised in Squamish, Canada, OneUp’s hometown. Jackson lives less than five minutes from OneUp HQ and he’s already becoming a regular visitor. It’s really special to finally have him riding for us.

For his poster, Jackson wanted to shoot a moto whip on the big hip on Dream Track at Skyline Bike Park. He wanted to capture a specific moment where his bike was vertical just before snapping it back and dropping into the landing.


bigquotes“My best description of it is a moto themed turn up whip. Similar to what most of the freestyle moto guys do but it’s a lot harder since I don’t have a motor to bring it back.”—Jackson Goldstone


OneUp x Syndicate


The Hoff

Nina Hoffmann started riding mountain bikes in 2015. In 2023, she finished second overall in the UCI Mountain Bike World Cup. She also holds a master’s degree in psychology, studying the effects of hypnotism on mountain bike athlete performance in a race scenario. Nina does not mess around.

Nina wanted to make a statement with her poster and show that she’s more than just a racer. She learned no-handers for the shoot and chose a ridgeline jump at Cardrona Bike Park that she’d never even hit before. It was impressive how quickly Nina got comfortable with the jump and settled into perfecting her trick as the clock ticked on golden hour light.


bigquotes“Committing to this shot pushed me to learn a no-hander properly. Finally I’m confident with that. I guess sometimes you just have to put the pressure on.”—Nina Hoffmann


OneUp x Syndicate


Loz

Laurie Greenland has swagger. The Bristol kid’s demeanor is so naturally laid back that you’d hardly imagine he makes a living from all-out speed. But behind the easy smile is a true competitor. On the downhill bike, Laurie’s drive to win hides behind effortless style.

For his poster, Loz was after something a bit different. He wanted to capture the feeling of flat out downhill riding with a speedway inspired pan-shot drift. Laurie’s work ethic was clear on shoot day. He pushed up the gravel track for hours in the blasting sun to get his shot.


bigquotes“I wanted to do a real fast flat turn. Like a foot-out drift, pan shot turn. It always looks cool, a pan shot with the green trees blurred in the background with some lighter coloured dusty road to separate it.”—Laurie Greenland


OneUp x Syndicate


Get Your Poster

We made these posters because we want people to be as excited about bikes as we are.
There are five ways to get your poster:

1. Download the high res print file at oneupcomponents.com

2. Pickup Issue #15.2 of Freehub Magazine, on sale May 14 (poster inside)

3. Order an Aluminum Handlebar or Aluminum Handlebar Bundle from oneupcomponents.com from April 15 to June 15 (free poster included) *Canada, US and International stores

4. Visit the Syndicate pit at World Cups this season

5. Visit select OneUp dealers worldwide


photo


OneUp Components, Squamish, BC.
WORK LESS RIDE MORE


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91 Comments
  • 98 7
 We can confirm that OneUp is now part of the Pon family. We’re proud to join some of the most legendary brands in mountain biking.

Our ownership structure has changed. But that’s it. We call the shots. We’re still a small company of 29 riders based in Squamish making the parts we want for our bikes. Everything we make is designed, engineered and tested here in Squamish. And every one of us is a passionate mountain biker.

We're stoked to support the Syndicate, and our local hero Jackson, for 2024 and beyond!
  • 27 1
 Congratulations Chris, Jon, Sam.

You took a (big) chance, you designed smart products, you grew organically. So many good decisions. This success is deserved
  • 56 6
 I'm sure it makes sense as a business, but as a consumer its sad to see another brand swallowed by Pon holdings.
  • 28 9
 "Our ownership structure has changed. But that’s it. We call the shots. "

Would Rob Roskopp & Joe Graney agree nowadays?
  • 13 17
flag zoobab2 (Mar 12, 2024 at 14:03) (Below Threshold)
 "Everything we make is designed, engineered and tested here in Squamish."

And where is it manufactured?
  • 15 3
 @Janne88: yup, Roskopp called the shot to sell his company, Joe called his shot to retire.
  • 19 3
 Why does it seem no bike brands have succession plans and just sell out to the man instead? No company behaves the same once they have corporate overlords and the culture suffers. I get calls all the time from private equity groups to buy my business and I tell them to ligma. Doesn’t staying mom/ pop independent matter any more? I get it we all want go retire one day but grooming and them selling to key employees is the path I’m choosing.
  • 1 0
 @Thegrumpymechanic: Pawn World
  • 3 1
 @Struggleteam: no, your employees aren't likely to pay PE monies. 50x cash vs some receivable to be restated 5 times. owners with hi profit biz say gimme kash. i'd do the same. but you're right, culture, service, products fall down afterward
  • 16 0
 @Struggleteam: has it thought for OneUp? A lot of people seem to be unaware that a deal happened 2 years ago. Now that they do all of sudden the brand and culture has suffered.
  • 2 2
 So are you guys now entirely owned by PON, but under the understanding that you're allowed to continue to run as before, independent of overarching corporate influence? It's still a bit vague
  • 4 1
 The clock is ticking.........no small company survives a corporate buyout unscathed, No one begrudges taking a hard earned reward for all the hard work but it comes at the cost of becoming an employee again.
  • 1 0
 @zoobab2:
Same place it has been for years and years...
  • 4 2
 @bgoldstone: I have no idea. I don’t know anybody that works there. I did know some folks that worked for Kona and that company has changed dramatically. It’s tough to keep selling the for riders by riders mantra when you sold out. I imagine they kept it quiet for a reason. It is just an alarming trend in all sorts of industries.
  • 3 0
 @Struggleteam: Unfortunately, being an independent brand has very little value for the consumers so there is not incentive for a business owner to not cash out, there is no upside or safety such as a support from a loyal customer base fro staying indie.. it was kinda the case fro BMX or Skate but not anymore and definitively not for mtb...Maybe it will come, when all the brands are being digested by big corporate
  • 8 4
 @jayacheess: Its almost like its their business and they don't need to answer to the overly involved bike industry nerds on PB.
  • 6 1
 @jejsd:this is sadly true. However, it matters to me. It clearly mattered to the owners of OneUp,hence why they kept it quiet. It’s easy to judge people for it. when you can ride off into the sunset with a lump sum payment vs selling to key employees. It just depends how much you care about what you built vs your bank account. I ride a reeb and a raaw. If either one sold out I’d move to another brand for my next bike. It’s that simple for me.
  • 2 0
 @Struggleteam: You just get to the point where it is not scalable with the resources of expertise you possess. Also by this point most owners have been working their butts off for 10+ years with all the stress that entails usually with little in the way of reward and with the constant possibility that it could all go away tommorrow. The lure of basically offloading all the stressful parts of running a buisness (financial) whilst receiving a nice reward for your previous efforts and being able concentrate on the things you got into buisness for is overwhelming.
Unfortunately the values and ethos of the founders rarely align with those of the corporate entities who now own the buisness and expect an ROI above all else.
  • 2 3
 @Struggleteam: In a way uncommon to other 'industries' why to customers in the bike world think they are owed full financial transparency from a relatively small, non publicly trading business?

Do you go into your local shop employing 29 people and ask them about their investors, or owners etc and expect an answer?
  • 4 0
 @justanotherusername: I think a lot of people care about who they support and where there money goes to.
  • 3 1
 @watchmen: I think a small minority do - most couldn't give a shite and buy stuff from wherever they get it cheap.

If you do care, a quick google would show one-up listed on Pon's website, its not secret information.
  • 2 0
 Knowing some of the employees, I doubt any of them have the money to purchase OneUp Big Grin

Most people don't advertise the fact that Mummy and Daddy paid their deposit for their house so why should OneUp tell the world about their finances?

As always, there will be 'outrage' for a few days, then people will find something else to be outraged about, and the world never changes.
  • 3 0
 @justanotherusername: nobody asked them for financial statements. They posted it on the Internet. I like the company and I’m bummed to hear they sold out… albeit stealthily two years ago.

My LBS is a red barn located on the back of the owners property and I ride with him every week. No need to ask who owns it. There is a trek store in town, I don’t need to ask them who owns that either.
  • 3 0
 @jejsd: tell that to Hope…..
  • 43 0
 This is sick. Bring back print media!
  • 33 2
 No surprise since Pon owns One Up Components now. Next thing you know Santa Cruz bikes will come with EDC tools already mounted in downtube or fork. Wouldn't be opposed to that!
  • 16 0
 I’d better have my next edc tools coming with a SC frame as holder.
  • 2 1
 Do they own them? Where is this coming from?
  • 7 0
 @jayacheess: yep. PON silently bought One Up Components a couple years back. Props to the owners of One Up Components though that made a killer innovative product for years and probably made a hell of a profit selling off to Pon
  • 2 4
 @ryanmiller831: Again, do you have information directly confirming that PON owns more than a 50% stake in the company?
  • 4 0
 @jayacheess: you are really struggling to believe this huh
  • 3 1
 @senorbanana: I'm not saying it's impossible. I'm just saying that it's far from confirmed.

Edit: Cancel that - just saw the post up top. Though I'm unclear what "Our ownership structure has changed. But that’s it. We call the shots. " means.
  • 22 4
 I didn't know PON owned OneUp and feel like a sucker now. Plenty of purchasing decisions come down to paying a bit extra to support that local brand - turns out those extra dollars have just been going to Pon. Even if OneUp wanted to keep this quiet, I'm surprised I can't find any Pinkbike articles about this - it's a pretty big acquisition of the hometown brand.
  • 7 2
 I learnt in my business related degree (Dragons Den Studies) that a big part of starting up a business is to have an exit strategy. IIRC the Pon 'thing' went down a couple of years ago but OneUp continue to expand in Squamish, so I don't think much has changed. Pretty sure the 'extra dollars' have gone to pay rent and staff at current Squamish demands!
  • 2 0
 @wake-n-rake: yeah it's not always a bad thing by default, especially when it's not a public company with a board of directors driving profit, profit, PROFIT and more PROFIT!
  • 6 3
 @bikereid you're still supporting a business based in Squamish paying fair wages to Canadian employees...
  • 1 4
 That’s dumb
  • 4 0
 @philshep: I get what you’re saying, and agree to an extent, but I’d rather buy parts from locally owned brands, not brands that are a small piece of a multi-billion dollar conglomerate. Isn’t this sort of the story about why Oneup founders broke away from raceface? My guess is I’m not alone, otherwise this acquisition might have made a headline on pinkbike.
  • 2 1
 @bikereid: I suspect both One Up and Pon would have preferred this staying on the down low. It's going to be hard to retain the cache of One Up now it is regarded as a house brand (see Bontrager,Syncros etc)
  • 1 0
 @watchmen: They've posted on the front page about it before: www.pinkbike.com/news/racing-industry-rumours-red-bull-hardline-series-vergier-stays-on-trek-pon-investing-in-oneup.html

Theres also articles about it on other sites (copy and paste jobs, perhaps).

One might find more info, if you can find if D3 Innovation Inc still has ownership of OneUp or not.
  • 2 0
 @Canadmos: Oh my bad, I did'nt realise it was them who posted the unconfirmed rumors on multiple sites. It was pretty cunning of them to deny it in the article......tricky maple syrup guzzling blighters eh?
  • 1 1
 @philshep: I bet there are way more people being paid manufacturing the one up products in Taiwan then there are actual employees in Squamish.
  • 1 0
 @SQbiker: no doubt, but I'm assuming people buying OneUp products are already well aware of that...
  • 23 9
 I thought Oneup was trying to hide their acquisition by PON?
  • 33 4
 I didn't know about it till ........today. Sad to hear honestly.
  • 2 3
 All I can find is that Pon invested in OneUp, not acquired. Do you have more information?
  • 6 0
 @jayacheess: pon.bike/brands/oneup-components

It’s on the Pon site as one of their brands
  • 3 7
flag jayacheess FL (Mar 12, 2024 at 10:28) (Below Threshold)
 @Basdemeijer: That doesn't confirm they have full control or ownership. It confirms they invested and probably have some ownership stake - which is likely less than 50%, given we've heard nothing to indicate that OneUp is no longer in control of their own company.
  • 2 0
 @jayacheess: they are private companies, they don't really have to state anything.

On Pons brand list, for others where they are only a partner, they do state that...
  • 1 4
 @Canadmos: I'm not saying that they 'have' to state anything. I'm just saying that there's no direct indication that OneUp no longer holds more than 50% ownership stake. Pon could very well hold 49%, which would still make them significant owners. They would not technically be partners, but they also wouldn't hold a majority of decision making power.

I don't think it's reasonable to assume that OneUp are wholly owned subsidiaries until we get direct confirmation of that fact.
  • 14 3
 News flash: PON owned company sponsors athletes different PON owned company. PON pawns!
  • 11 3
 Oneup has been my favorite component brand for years now. When they launched the new dropper with a sealed cartridge and a longer insertion length than the previous gen I thought something was up.... seemed like a cost savings initiative. I don't blame the owner for cashing in on a brand that has expanded with so few mis-steps, but I fear this is the beginning of the end for Oneup as the company we know. All bought out companies say they aren't impacted and still operate independently etc.... but avoiding the influence of corpo daddy is impossible.
  • 6 2
 To be fair, it is only the 180, 210 and 240 that are longer insertions and its so that there is room for an extra lower bushing to help stiffen it up. I'm not sure I'd go as far as to call that a cost saving initiative?
  • 1 0
 @Riverrunsthroughitordie: the sealed cartridge...
  • 11 0
 Jackson's boost clip is insane. Had to watch it like 5 times.
  • 8 0
 Jackson posted a video more than a week ago and his bike was with OneUp handlebar. So not a surprise.
  • 3 0
 He was wearing Kit with OneUp all over it at Hardline, same with Loza.
  • 3 0
 Oneup makes the best-value and some of the best components period. I can begrudgingly accept they aren’t gonna make me any more 47T expander cogs so I can run cheap Shimano 11-speed the rest of my life but as long as I can get a $200 210mm dropper that just plain works I will keep supporting them.
  • 2 0
 V3 is $270 (no remote) now. Pnw are great too.
  • 1 0
 Bought a set of oneup pedals , they seized up from only 4 days of riding in wales ….. sent them back
Went back to hope pedals which lasted over 2 years…..
  • 1 0
 @watchmen: I have multiple Oneup droppers still going strong (with mediocre maintenance on my part) after 3+ years so I hadn’t noticed the price increase.
  • 5 0
 Congrats to everyone at OneUp, a great partnership with Santa Cruz and a bright future ahead for the team in Squamish!
  • 3 0
 I wonder if the costs was also too high for Burgtec to keep on this deal. They are, I believe, a small independent without the deep wallet of Pon.
  • 2 0
 I wonder if PON tried to acquire them first and the answer was no, but odd PON bought OneUp 2yrs ago but only in-house sponsorship now
  • 2 0
 @tomo12377: Oneup is a larger outfit than Burgtec - 29 employees, and much more of a global reach vs the more UK centric Burgtec, they are probably also better set to provide product for OEM and have better relationships with taiwanese manufacturers where all of the bikes are assembled.

Maybe Burgtec had a contract with the Syndicate, or just strategic timing.
  • 2 2
 @justanotherusername: Dan Critchlow of Burgtec is/was very close to Ratboy and Peaty from when they were on the Syndicate.I think the first pedals and stems pre-date even that when they were getting made by BETD in the uk.
  • 1 1
 @watchmen: Yea very well aware of that, as are most people that know Burgtec.

How does that affect them going on to use One-up though?
  • 2 2
 @justanotherusername: Calm down dear.....
  • 1 1
 @watchmen: huh? - I was just asking what you mean by the comment?

Are you so confused that you just want to end the discussion as you don't have a clue where you were going with it?

Go have a sit down dear.....
  • 2 1
 @justanotherusername: You seem a bit upset today. You are normally one of the more thoughtful posters on here. Are you ok?
  • 1 2
 @watchmen: Nice try, bit of a basic gaslight attempt though sweetie.

Try and clear that confusion and get back to your original point, if there was one? eh?
  • 2 2
 @justanotherusername: Ok
  • 2 0
 The Syndicate still have Burgtec logos on their jersey's for 2024. looks like they are running some Burgtec seats,posts and pedals.
  • 3 2
 Is OneUp the manufacturer of the Santa Cruz house bar now that they're under PON? I noticed that my latest Tallboy SC bar has the same oval midsection that OneUps bars do, but it seems less pronounced than the standard OneUp bar is.
  • 4 0
 Amazing idea, that tire breaking the frame would drive me crazy on my wall
  • 4 0
 Hope to pick up some posters in Fort Bill Smile
  • 3 0
 Looking forward to having my OneUp Pump and EDC integrated in to my next Santa Cruz's snack box!
  • 3 0
 a cockpit change and race face didn't slide in there... that's gotta hurt.
  • 3 0
 Another PON added to the chessboard.
  • 4 0
 All of these athletes are now PON stars
  • 4 1
 Can't wait for their house-brand for wheel components:

PON Hub
  • 1 0
 Tampon
  • 2 0
 Greenland just stolr Kovariks iconic video shot... And it looks awesome!
  • 2 0
 Guilty of viewing Ponography
  • 9 10
 The reason I invest in quality product by small independend brands is exactly that- THEY ARE SMALL AND INDEPENDENT ! Wont be buying anything by ONEup. I ride Burgtec anyways!
  • 1 0
 Is their stuff better than oneup?
  • 3 3
 @MattQEkBp1: yes
  • 2 1
 This isn’t an airport.
  • 1 0
 Are you made because PON invested in ONEup? I honestly didn't know until about 5 minutes ago.

My understanding is that ONEup is still independently owned. PON lists them as an asset but that might mean that they have rights to be the distributor within the UK or something like that.

Just seems like a strange thing to get angry about. Both companies are very similar. Burgtec is basically to the UK what ONEup is to Canada. They're both about 30 people deep. They both focus on making the product they want. If anything Burgtec has had more OE integration than ONE up as.... thus far.
  • 3 2
 All of these athletes are now PON stars







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