A version of this feature ran in the September issue of BRAIN.
BIG FLATS, N.Y. (BRAIN) — Plenty of news has flowed from sealant pioneer Stan's recently, including the decision to end wheelset production and make more investments in bike-care products. Despite getting out of the wheelset market, the company that spearheaded the No-Tubes movement in the early 2000s will continue manufacturing rims, including a performance-oriented gravel model expected in the fourth quarter this year.
"We're primarily a tubeless science and engineering company — not a bearing, hub, or spoke company — so our efforts are focused on where we're genuinely best," said CEO Nick McAdams, who came to Stan's a year ago after nearly nine years at Cervélo as managing director. "And we're focused on supporting local bike shops, so when we supply rims rather than complete wheels, the build stays with the wheelbuilders, where it belongs."
In its 25 years, Stan's has had an evolving product lineup that began with tubeless rim strips and sealant. "Right from the outset, the company was founded on a 'can-do' mindset, and it's grown organically from there with our tubeless technology learnings cascading into adjacent categories like tools, valves, rims, bike care, etc.," McAdams said.
A deep dive into bike care products came about in 2025 when Stan's acquired Whistler Performance Labs, which is now its chemistry and formulation division. Still based in Whistler, British Columbia, WPL is instrumental to Stan's furthering its understanding on how to use biobased ingredients, McAdams said, and since the acquisition, both have been building production capability, supply chain resources, and developing new products.
Steady stream of new products
The results? Wet and dry chain lubes, drivetrain cleaner, bike wash, suspension lube and oil, and grease. On Sept. 1, the company unveiled Polar Drip Wax, a plant-based lube using a new "polar bonding" technology resulting in what the company says is a dry wax coating that bonds at the molecular level without the time commitment of immersion wax.
While Stan's enters a competitive and what some would call a saturated market, McAdams said its background in sealant technology and affiliation with WPL made the decision easy.
"Biobased ingredients deliver a big performance advantage if you know how to work with them. We've proven it with our sealants, and we discovered a team of scientists at Whistler Performance Labs who saw it the same way for bike care."
WPL leads the bike care development side but doesn't manufacture at volume. "That scale-up is done by specialist production partners — all within a half-day's drive of our N.Y. facility — and the bulk product then comes to Big Flats," McAdams said.
Stan's makes sealant in-house at Big Flats and bike-care products in Whistler. Both lines are bottled and packaged in Big Flats after a recent production line investment.
"We've built a bike care production line right alongside our sealant line, so we have control of the quality on every production run," McAdams said. "Right now we can produce over a million liters of sealant a year, and every drop of sealant that we've sold has been produced in-house. We have a lot of pride in that, and as we step strongly into bike care, we want to care for those products in the same way. We have a very dedicated team in New York with a lot of experience — the average tenure with Stan's is over 10 years, and I believe it's the best team in the business.
"We'll keep making decisions about how and where we produce based on product stability and quality. Maintaining direct involvement in the entire process is the right way to build on the legacy of the team behind WPL."
Rolled Gold designed for high pressures
Stan's announced more new product news in mid-August with an additional sealant, Rolled Gold, which is purpose-built for use in road and gravel tires.
According to Stan's, Rolled Gold is engineered to perform in road and gravel tires between 35-100 psi and seals a 700c x 28mm tire with as little as 35ml, about 35% less than the competition, while sealing punctures up to 7.8mm at 100 psi.
McAdams added that every bottle of sealant has its ingredients measured out per bottle before mixed. "Mixing in-bottle means the winning formula stays consistent every time. This stuff matters. Our customers ride high-performance bikes and expect the same attention to detail in all their cycling products. It can be the difference between winning and losing ... or simply getting home."
With new products being released, excess discontinued inventory is being reduced in price in some markets, along with some distribution changes that resulted in an excess, McAdams said. "We're working through it alongside our partners like everyone else."
Zabel Companies invest in Stan's
Stan's was led by founders Stan and Cindy Koziatek for 21 years. In 2022, the Koziateks sold the company to North Carolina-based investment company Zabel Companies LLC. McAdams said Stan's has benefited from Zabel Companies' investment — and patience.
"The practical effect has been the ability to invest in things that take time to pay off," he said. "We've recently expanded production capabilities in the U.S., and we have accelerated our chemistry capabilities through the acquisition of WPL. These have contributed to our ability to introduce several new products and updates this year."
In addition to Rolled Gold and Polar Drip Wax, new products include OnTap, a high-volume tubeless sealant dispenser for bike shops. It's powered by a motorized mixer to ensure proper blending. Twenty liter refills are available for shops. Tuesday, Stan's announced it will offer a mid-size option — a 4,500ml jug — for high-volume use in shops. It ships with a flat cap installed and a spout system separate. According to Stan's, compared to lower-volume retail packaging, the 4,500ml jug cuts plastic use by 19%, reduces shipping weight, and saves shops money.
"Regarding our retail partners, the part that may matter most is less visible: It enables us to hold inventory in-market around the world, helping keep supply and lead times steady and responsive."
Those retail partners are priority, said McAdams, who added the majority of sales are through brick-and-motor retailers. Though available direct-to-consumer, he said the company doesn't share publicly what the split is.
"It is a point of pride, given how often our products are used," he said. "It shows the trust that mechanics put into our products, and we recognize how important efficient service is to both retailers and riders. We also sell through various channels, and a primary reason our own site exists is so a rider can always find us, get product information, and get support — and if they need a conversion done or a problem solved, we point them to a shop.
"Behind each product, there's field support, mechanic training materials available, and we are working on building out more ways to ensure those resources are readily available for retail partners. We also work with OE brands and race teams and athletes around the world, which gives us outside testing that validates the product and critical feedback that goes straight back into development.
"We aren't showing any signs of slowing down yet."
