Inside We Are One Composites: Hand Laid in Canada

There’s a saying that goes, "If you want something done right, do it yourself." That is exactly what’s happening in BC with a small yet passionate group of people going by the name of We Are One Composites.

The company’s humble beginnings started with owner Dustin Adams’ decision to leave a job in a similar industry that wasn’t up to his standards. As a result, the "proud-to-be Canadian" brand was born, with Adams laying up carbon fiber strands by hand to provide quality wheel building from his hometown in Kamloops. The vision was set, a business plan drafted, and the product was officially put into motion in early 2017. Since then, We Are One has grown as a company that now offers multiple high-end carbon wheel options and most recently a bar and stem combo.

Dustin’s history on two wheels spans a few decades, with him entering his first race in 1994. The competitive journey began with a local race series in Kamloops, which eventually took him all the way into the top spots on the NORBA circuit in 2002 before a fourth-place at a World Cup. His experiences as a top tier athlete arguably put down a solid foundation and helped form the mindset for his transition into entrepreneurship.

After an earlier failure to lay up carbon wheels at a high standard and consistency in China in a previous partnership, Dustin's hunger for success naturally drove him to the creation of We Are One Composites. In pursuit of the do it yourself process, Adams left that manufacturer to create his own brand that does everything in-house. This allowed for 100% ownership of the process, proper quality control, and prototype testing which could be done whenever need be, within the same facility, for immediate feedback. It was a huge benefit to the entire operation and a luxury many other companies simply don’t have.


Moving forward, Dustin and his team have secured a much larger workshop up the road as they’ve outgrown the current one in just under three years. The added space will be an asset to their expansion and offer a long list of benefits for the employees, including a pump track.





































As a form of dealer appreciation and wanting to meet with some of the people that make their success possible, the crew at We Are One hosted a weekend of riding, camping, and good times in Kamloops. It began with a shop tour and, to no one's surprise, ended with a sketchy hill climb complete with kegs and other obstacles.