Reserve was founded in 2014 by engineers from Santa Cruz Bicycles. The motivation was simple; we knew we could make the most durable strength-to-weight composite wheels on the market, and were prepared to back that claim up with a lifetime guarantee. So we did.

Reserve first launched with MTB wheels in 2017. At the time, carbon rims with a lifetime guarantee were unheard of. Within 12 months, Reserve leaped from unknown up-start to one of the most highly rated carbon wheel makers in the mountain bike market.