Steve Frothingham

Location

Boulder, Colorado
United States
See map: Google Maps
US

Steve is in his second stint at BRAIN. He was here at the beginning in 1992 while still working for a bike shop in Santa Fe, N.M. He wrote several articles for BRAIN's first issue and later joined the staff, eventually becoming managing editor and then executive editor.

After leaving BRAIN in 1997 he worked for several news organizations including The Associated Press and VeloNews before rejoining BRAIN as web editor in 2011.

He is based in Boulder, Colorado, and is an enthusiastic (and slow) gravel, mountain bike and cyclocross rider, and plans to try more bikepacking this year.

sfrothingham@outsideinc.com

All articles by Steve Frothingham

SRAM wins appeal against UCI gearing rule

May 21, 2026

BRUSSELS (BRAIN) — Belgium’s Market Court upheld a lower court ruling striking down the UCI’s rule limiting the maximum gear in pro road races to a 54 x 11 ratio.

SRAM CEO Ken Lousberg called the decision “groundbreaking.”

Posted in International

Portland's Firsthand Framebuilding buys Paragon Machine Works

May 21, 2026
Firsthand's catalog cover.

PORTLAND, Ore. (BRAIN) – Firsthand Framebuilding, a Portland framebuilding supply and education company, has purchased the assets of Paragon Machine Works, the California framebuilding supply company that announced in March that it was closing after 43 years in business.

Posted in Industry News

UPDATED: United Wheels pauses Niner and Buzz, refocuses on entry-level brands

May 19, 2026
Niner celebrated its 20th anniversary last year.

MIAMISBURG, Ohio (BRAIN) — United Wheels is refocusing on its Huffy and Batch brands as it pauses Niner Bikes and its Buzz e-bike brands. 

Posted in Industry News

Sales in Fox Factory's SSG unit down 9% in first quarter

May 7, 2026
CEO says new bike brands are disrupting the industry, but creating opportunities for its products.

DULUTH, Ga. (BRAIN) — Sales in Fox Factory’s Speciality Sports Group, which includes is bicycle-product business, were down 8.7% in the first quarter from the same period in 2025. 

Posted in Industry News

Forget 32-inch tires and Chinese brands: The Sea Otter was about generational change

April 24, 2026
A new generation indeed.

BOULDER, Colo. (BRAIN) — Nearly a week after the 2026 Sea Otter Classic closed, I’ve absorbed an astonishing array of reports in the consumer and trade media, LinkedIn and elsewhere. Some is in line with my experience in Monterey, some not. 

Posted in Opinion/Analysis

Taiwan’s bike makers report continued sales declines

April 24, 2026
Taipei skyline. BRAIN photo.

TAIPEI, Taiwan (BRAIN) — Taiwan’s three publicly traded bicycle makers — Giant, Merida, and Ideal — each showed sales revenue declines in March and for the complete first quarter.

Posted in International

China's XDS comes 'direct from China' with — surprise — a focus on IBD sales

April 9, 2026
XDS X-Lab GT8 gravel bike. (Photo: Josh Ross/Velo)

SANTA MONICA, Calif. (BRAIN) — X-Lab is generating considerable attention in the consumer cycling media for its bargain-priced road and gravel models, with the narrative often focusing on the brand's direct-from-the-Chinese-factory cost savings.

Posted in Industry News

Giant, Ideal and Merida report revenue declines in 2025

March 13, 2026
Taiwan Stock Exchange logo.

TAIPEI, Taiwan (BRAIN) — Three Taiwanese publicly traded bike manufacturers released their full 2025 earnings reports this week, with all three reporting revenue declines in 2025, but two of them showing earnings improvements.

Posted in International

Did e-bike imports exceed the value of non-electric bike imports last year? Maybe

March 10, 2026

WASHINGTON (BRAIN) — Two industry research groups have shared estimates of the number of e-bikes the U.S.

Posted in Industry News

How a startup uses alpaca wool — and AI — to grow sales

March 3, 2026

DURANGO, Colo. (BRAIN) — Hollow, an alpaca sock brand from serial entrepreneur Brian Davis, had sales of about $40 million last year, driven in part by extensive use of AI and LLM.

Posted in Retail News

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