Factor Bikes was formed back in 2007 as a showcase for the engineering expertise of Norfolk-based motor sports company bf1 systems, and it quickly blew people away with the superbikes it produced. The problem with these bikes was they were cutting edge, but not legal thanks to the UCI outdated regulations. In stepped new owners Baden Cooke (if you don’t know who Cooke is you are dead to me) and Rob Gitelis to take the helm and to create some of the nicest, most technically advanced bikes out there.
With input from former pros such as Cooke, Hesjedal, and Millar, Factor has access to a wealth of bike savvy racers who were all known to be methodical about their bikes and equipment. Gitelis is a long time engineer in the bike business and has designed bikes that have won the Giro, TDF and countless Classics. He also owns his own factory and lives locally allowing him to step into the factory anytime he chooses, giving Factor the ability to move from design to prototype to production at a speed no major manufacturer can match. Also as a former racer he understands the role geometry has to play in making the perfect race machine. In 2017 Factor become sponsor of AG2R and Bardet piloted a Factor O2 to a Podium position at the TDF. Not bad for a brand in its debut at the World Tour level.