We unleash our creativity on inventing components that help you discover new ways to turn the pedals.
ROTOR resulted from a dream, when in 1994, two friends who were also cycling enthusiasts believed they could achieve something that many others had tried and failed at: to eliminate the dead spots in the pedal stroke. Pablo Carrasco, an aeronautical engineer, and Ignacio Estellés, a lawyer, had a vision that it would be possible to revolutionize cycling technology simply through a new idea.
Improving pedaling efficiency has guided nearly every ROTOR innovation since the beginning.
Their challenge was to develop a more natural way of pedaling, which would consequently eliminate the dead spot and which would make a more efficient use of the force applied to the pedals, thus improving the performance and health of cyclists.
A Grand Tour Win Despite Q-Rings’ intelligent design
But great ideas don’t succeed on their own. Such a huge challenge needed faith, enthusiasm, selflessness, resilience and especially, team spirit. In short time a crew of dreamers and bike fans adopted the original ROTOR idea to make it possible. The first one of them all was Enrique del Rey, owner of EDR, a CNC workshop founded in 1981 that has been manufacturing ROTOR components since the early days in the spirit of continuous improvement.
Triathlon, MTB, cyclocross, track/fixie, UBB
Sustained maximum power output, better traction, faster acceleration, and an optimized pedal stroke became ROTOR’s goals for product development
Fearless against mightier rivals, they developed the initial prototypes, registered worldwide patents, obtained necessary investments, introduced the product to the press, cycling teams, and cyclists, and convinced manufacturers, dealers and shops around the world to believe in ROTOR.
What matters is inside: INpower, 2INpower
Since its inception, ROTOR has dedicated itself to radical innovation, both out of necessity and inspiration.
But you know what? The few consumers who tried ROTOR, fell in love with the brand. They too believed that another way of doing things is possible in the bicycle world. Through their loyalty, ROTOR has built a brand recognized by its innovative technologies and solutions for cyclists.
In August 2015, ROTOR publicly staked a claim as innovators of the first complete road groupset with hydraulic actuation shifting and braking.
Vision, perseverance, unwavering confidence, and gratitude – this is the ROTOR way for developing new concepts that improve the ride experiences of cyclists everywhere.