The verb “at fara” is Old Norse meaning “to travel” or “to venture”. The name is fitting because we built our brand to embody the experiences that adventure-through-cycling can offer.
We are a proudly Norwegian brand, our country is respected globally for innovative design, high-quality production and a healthy, active lifestyle. Additionally, in Norway we often use the word fornuftig which means “sensible” or “reasonable”. This way of thinking permeates our company and everything we do at FARA Cycling.
Our clean designs, using a carefully curated colour palette, are inspired by the Nordic design philosophy where products and their environments become one. Products are designed to mesh seamlessly with their natural environment, creating harmony and wellness.
Many brands today talk about being “customer-centric” but honestly, how could a global corporation with multiple levels of distribution ever achieve that? Every employee, partner and investor in FARA Cycling is a cyclist. We know that frustration when your bike doesn’t work properly, that feeling of investing in a new bike and that elation of reaching the top of a climb. We work every day in direct contact with our customers to provide a better product and better service to you – our most important asset.