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Core values

Starting a company from scratch provided us with the unique opportunity to create a culture that values each member of the team, encourages innovation and supports growth. Items we all found lacking in our previous engagements. What follows is a list of our core values and beliefs that we created over several wheeling trips, and Friday afternoon barbeques.

  • Remember that we are incredibly lucky to do what we love each day.
  • Produce world-class products.
  • Strive to intimately understand our customers’ needs and wants as they evolve.
  • Develop every team members potential through education, self-improvement, and advancement opportunities.
  • Promote Dirt Sport culture and the responsible enjoyment of public and private lands.
  • Nurture an environment that promotes risk taking & problem solving.
  • Implement environmental programs focusing on renewable energy sources, recycling management, and stewardship.
  • Obtain long term sustainability through continuous innovation, focused quality processes and constant efficiency improvements.
  • Balance needs of the company, team members and their families.
  • Through alliances work to keep our trails open.
  • Above all have fun.