Based in Los Angeles, the Broken Bones Bicycle Co is owned by Josh Horowitz, who is also the owner/director of the Wonderful Pistachios Pro Cycling Team. Broken Bones will launch at Interbike on 19 September with an eye toward shaking up the culture and style of cycling.
“Cycling is marketed like golf – respectable, traditional and elegant – when it should be marketed like an extreme sport – exciting, dangerous and breathtaking,” Horowitz said.
“I created Broken Bones to appeal to the 18-year-old up-and-coming athlete looking for a new sport; or for the 38-year-old looking for something exciting to break out of the dreariness of a 50-hour-per-week desk job. This company was created to correct the disconnect between the outdated image of the sport and what it really is.”
Broken Bones was born after Horowitz found himself laid up in the hospital after a nasty crash on the track. While he was recuperating from four broken ribs, a punctured lung and a broken collarbone, he spent time flipping through a recent cycling buyers guide. As he flicked through the mag, on page after page, he felt it was nothing but safe, traditional designs aimed at a very narrow market.
“Black bikes, white bikes; black-and-white bikes,” Horowitz said. “Or possibly a streak of red if some designer was feeling especially daring. It just didn’t match up with the thrilling experiences I have had for 25 years in the sport.”
The Broken Bones line-up is built around its first frame, the Fracture, which was tested under the Wonderful Pistachios Pro Cycling Team on the 2012 National Criterium Calendar circuit.
The Fracture features bright, attention-grabbing graphics and is available with an Integrated Seat Post (ISP) or with a standard seat post. Pricing will begin at US$3,100 for a team-issue Fracture equipped with Microshift components. Shimano Ultegra and Dura-Ace builds will also be available.
Unlike frames designed to compete in the lightest-and-stiffest class, the Fracture is designed to be raced – and raced regularly. That means the Fracture has to be not only light and stiff, but also durable and stable. The Fracture also aims to offer confidence in corners, responsiveness when it’s time to throw down and smoothness for long training days.
Simply put: ‘It’s built to be raced, not hung in the garage and polished on Sundays.’