Combining a deep-rooted passion for sports and a commitment to quality, boutique cycling brand Chapter2 found its place in Aotearoa New Zealand, inspired by our nation’s adventurous spirit. Co-founders and father and son duo, Neil and Michael (Mike) Pryde, leveraged their extensive background in water sports, architecture and competitive cycling to establish a brand that offers a truly unique experience for its customers.
A New Zealander who moved to Hong Kong in 1963, Neil Pryde spent over 45 years building an empire in the water sports industry – particularly windsurfing equipment and later expanding into snow sports. Mike joined the family business in 2004, bringing his design skills and passion for cycling to the table. With a shared desire to create something new in the cycling industry, in 2015 an opportunity arose to return to New Zealand and establish Chapter2.
Built on their over 75 years of combined experience, Mike describes Chapter2 as a ‘coming together’ of himself and his father. The heart of the business is a simple yet powerful idea: to create beautifully crafted framesets that perform at the highest level while maintaining a boutique spirit that makes every experience personal.
“In a market flooded with ready-to-go bikes, we knew Chapter2 had to stand out by championing individualisation,” says Mike.
“By focusing on a frameset-only business model, we give our customers the freedom to collaborate closely with our global network of dealers and build their dream bike, meticulously selecting each component to match their style and performance demands.”
Personally involved in customer interactions, Mike ensures that every query on Chapter2’s website live chat is answered by him, offering expert advice and a direct connection to the heart of the brand.
Leveraging New Zealand’s resources to enhance its product development, Chapter2 benefits from access to the University of Auckland’s wind tunnel for precise aerodynamic testing, while the country’s rugged terrain provides the perfect trial ground. Advanced technical expertise, including world-class composites knowledge informed by yachting heritage, has directly shaped the development of Chapter2’s robust, high-performance products.
New Zealand’s influence extends beyond technical resources, deeply embedding its rich cultural heritage into Chapter2’s brand identity. By incorporating te reo Māori and authentic designs, the company creates framesets with a strong sense of place that resonate globally. As Mike explains, “New Zealand’s spirit of innovation and connection to the land is at the heart of everything we create, giving our framesets a unique edge in the global market.”
Primarily exporting to Australia, Japan and the United States of America, Chapter2 proudly credits being part of the FernMark Licence Programme as a key factor to its international success.
“The FernMark on our products tells customers they’re investing in quality and authenticity rooted in New Zealand’s rich heritage,” says Mike. “It’s more than just a mark of origin—it’s a symbol of trust and excellence that has helped us build credibility in the global market.”
The FernMark demonstrates to international customers that owning a Chapter2 bike isn’t just about performance; it’s about holding a piece of New Zealand’s unique values.
As Chapter2 continues to grow, its focus remains on pushing the boundaries of innovation while maintaining the boutique, personable experience that makes its business unique. With each new frameset, Neil and Mike aim to bring the spirit of Aotearoa New Zealand to riders around the world. As Mike sums up, “Our mission is to blend cutting-edge technology with the cultural heritage of New Zealand, delivering a riding experience that is both high-performance and deeply personal.”