Reserve was founded in 2014 by a group of engineers from Santa Cruz Bicycles, who believed they could create superior carbon composite wheels. Launching its first mountain bike wheels in 2017, within 12 months Reserve went from unknown startup to one of the most highly rated carbon wheel makers in the mountain bike market
Reserve's core philosophy centres on creating the highest strength-to-weight composite wheels on the market, backed by an industry-leading lifetime guarantee with no rider weight limits. The brand positions itself as engineering-focused and straightforward, avoiding what they call "kooky nerd fest" complications in favor of user-friendly, serviceable designs.
After expanding into gravel in 2019 with the release of the 22, Reserve continued to expand when fellow PON Brand Cervélo, approached them to develop aerodynamic road wheels, ultimately combining Santa Cruz's carbon expertise with Cervélo's aerodynamic engineering prowess. Following this, Reserve became the exclusive wheel supplier for Team Jumbo-Visma (now Team Visma | Lease a Bike) in 2023, supporting what has become one of the most successful racing teams in modern cycling history.
Reserve now offers comprehensive coverage across road, mountain, gravel, and cyclocross categories, including both carbon and aluminum options to serve various price points.
Turbulent Aero Technology
Reserve's signature innovation is their Turbulent Aero technology, which represents a paradigm shift in wheel aerodynamics. For two years, Reserve traveled the US mapping different wind conditions using a specially-designed scooter equipped with $45,000 worth of aviation-grade wind sensors, collecting data on wind speed, direction, temperature, and pressure.
They then partnered with RWDI, a Canadian engineering firm known for wind engineering on skyscrapers, to program wind tunnels that replicate real-world turbulent conditions rather than just steady headwinds. This approach allows Reserve to design wheels optimised for the constantly shifting, turbulent air riders actually experience.
The technology employs mixed-depth wheelsets - different rim depths front and rear, similar to ENVE - which serves to balance aerodynamics, stability, and weight. The shallower front wheel providing better handling in crosswinds, while the deeper rear wheel maximises aero gains.
Engineering & Design Philosophy
California Roots: Reserve wheels are designed and tested in California, with manufacturing done overseas in carefully selected factories with strict quality-control standards.
Engineering-First Approach: The team brings decades of experience in composites engineering, aerodynamics, and high-performance bicycle design. Key features include:
Asymmetrical rim profiles for improved spoke tension and wheel strength
Externally reinforced spoke holes with square-shaped reinforcements
Hooked beads for tyre compatibility (avoiding potential pitfalls with hookless)
External nipples for easier serviceability
Tubeless-ready designs
While Reserve certainly occupies the premium performance segment, appealing to enthusiasts who prioritise innovation, cutting-edge technology, and race-proven performance, there's is a broad range and prices are exceptionally competitive at the mid end. Their ranges are defined by Hub choice and each wheelset (except Gravel) is offered based on a single, high quality rim with a choice of DT Swiss hubs, from durable 350 to premium 180. DT Swiss hubs are an industry standard and widely praised for their reliability and servicability. An apt choice for a brand ethos such as Reserve's.
Reserve's "No Missed Rides" lifetime guarantee remains a cornerstone differentiator - every wheel is backed by a no-fine-print warranty with no rider weight limits, emphasising that safety is engineered in, rather than optional.