Why do we do what we do? Pure and simple, we are passionate about bicycles and BMX. Our number-one goals is to make bicycles, particularly racing bikes, better machines, capable of taking their riders to the highest level. We do this through innovation and pushing the limits of our manufacturers. Nearly every time we introduced a new product concept to the engineers and production managers at our factories, we were told, “This is impossible. We cannot do this. Please change the design to something we can make.” Each time, we stood firm until we got what we wanted. We never gave up. We never stopped pushing. It was never easy, but we believe without innovation, you—your company, your sport, your desire—die. The result is a line of more than 30 brand new products, nearly all of which push the envelope of component design and technology. Promax products are influenced and inspired by things as diverse as motocross and NASCAR, the Bauhaus and Japanese pop culture. Throw in some straight-ahead jazz, punk rock, haute couture, modernist painting, mid-century modern furniture, Italian transportation design, Zen Buddhism, Scandinavian design, cars from the 1960s, surf culture and nature, and you pretty much get what we’re all about. Beyond pure inspiration, Promax uses a process called “design thinking” to solve problems, find solutions and create new products. Design thinking is a creative process based on “building up” ideas. The process begins without limits. We encourage outside-the-box thinking in order to find creative solutions. The process is demanding and includes: defining the goal, research, ideation, prototyping, implementation and learning. By using these steps, we can define problems, ask the right questions, create more new ideas and choose the best answers.