More than 13 years ago, we launched our first pre-order. Today, we’re announcing our last and letting you know that FLO is coming to an end. Once the current inventory has sold and all pre-orders have shipped, we will stop selling wheels.
FLO has been a huge part of my life. It shaped my career, introduced me to incredible people, and took me places I never expected. Making this decision wasn’t easy. But the best part of this journey—without question—has been you. I’ve gotten to know so many of you over the years and watched you succeed in a sport you love. I still have the names of the very first pre-order group saved in a list. I’ll never forget the people who believed in us before we had even shipped a wheel.
Unfortunately, a lot has changed in the cycling industry since FLO’s inception, and it’s time for us to bow out.
Our Final Pre-Order & Ongoing Support
We’ve had a lot of people reach out looking for wheels that have been out of stock, so we’re offering one final pre-order.
One important note: even after we stop selling wheels, we are not closing the doors on support. Our website will stay online, and we’ll continue to offer spare parts and customer service. If you buy wheels now you won’t be left high and dry if something goes wrong.
If you’ve ever wanted a set of FLO wheels or a FLO DISC, now is the time. Once this final inventory and all pre-orders ship, that’s it.
Our final pre-order is live now and runs through December 29, 2025. We’re offering a 40% discount for all inventory and pre-orders. Production will begin when the pre-order closes, and we expect to deliver wheels in early Q2 in time for race season.
All wheels will be on clearance moving forward. This allows us to move remaining inventory and transition fully into serving existing customers. Every wheel will have an anticipated shipping date so you will be able to see if a wheel is in stock or will be a part of the pre-order.
What Happened?
There are many reasons behind this decision. These are the main ones:
1. Carbon Wheels are Now Standard.
When we started, only 5% to 10% of bikes shipped with carbon wheels. Today, that number is much higher. It is very difficult to sell an upgrade to someone who already has carbon wheels, regardless of performance or engineering benefits.
2. The Shift from Blogs to Social Media.
Our blog once served as free, long-form educational content that brought people to our site. Today, blogs get a fraction of the views they used to, and nearly all attention flows through social media algorithms. To run a viable DTC brand now, you must pay large amounts to Meta and Google, with recommended markups of 8 to 10 times just to break even.
That is not FLO. We built this brand on engineering, affordable pricing, customer service, not inflated margins.
3. Supply Chain Realities Since COVID.
Supply issues, shipping delays, and tariffs have been constant battles. Our first carbon wheels sold for $1,198; today they are $1,748. The world has changed, and despite our best efforts, we have to acknowledge that reality.
Final Thoughts
If you have been part of our journey in any way, thank you. I mean that sincerely. When you start a business, you imagine where it might go, but FLO took me further than I ever dreamed. Entrepreneurship has extreme highs and lows, but I have had more highs than I ever expected.
In some ways I’ll always be designing the next generation of wheels. The engineering was always was my favorite part and there are so many ways to build cool wheels. For now, that will have to wait.
I recorded a podcast that goes into more detail if you’d like to listen.
Thank you for joining me on this ride. It has meant the world to me.
Jon Thornham
Co-founder at FLO Cycling. Jon manages the day to day operations and acts as the lead engineer for all FLO products.