Born in Belgium | Designed in the UK | Ridden Worldwide

Since 2017, HUPcc has developed trailblazing kit for riders aged 5+ to adults. From rider-sized components (narrow drop bars, short cranks and short-reach shifters) to handmade Italian lycra with rider-sized pads and Winter Roubaix clothing. In 2019 HUPcc launched a range of superlight Road, CX, Triathlon, Gravel & MTB frames and wheels. Focusing on high quality, each bike can be customised for the rider, creating the ultimate experience for all cyclists. With bikes on every continent, the brand is globally recognised for revolutionising the race market.

We are often asked how the company started and how the Belgian connection came about? As a family with 3 under 5, living in south-east England in 2012, inspired by the Olympics to take up cycling, we struggled to find safe places to ride with young kids, basically there wasn’t any.

The only locations in the area seemed to be race venues, so we joined our local go-ride club and started racing road and cyclo-cross, but back in 2014, it was near impossible to source proper cycling clothing, components and bikes for kids, so the seeds of HUP Competiton Cycling began to shoot.

In early 2015, during a conversation with our local bike fitter, he suggested we visit Belgium with the kids. With it’s network of quiet lanes, Spring Classic races and the home of Cyclo-cross, it was a mecca for cycling families. Summer that year, our first trip was a real eye-opener, it could not have been more different to England! We returned dozens of times in subsequent years for holidays, sportives and to race youth road and CX events, as it was just a couple of hours drive from home.

We launched the HUPcc brand in 2017 to develop trailblazing kit for riders aged 5+ to adults. From rider-sized components (narrow drop bars, short cranks and short-reach shifters) to handmade Italian lycra with rider-sized pads and Winter Roubaix clothing. In 2019 HUPcc launched a range of superlight Road, CX, Triathlon, Gravel & MTB frames and wheels. Focusing on high quality, each bike is customised for the rider, creating the ultimate experience for all cyclists. With bikes on every continent, the brand is globally recognised for revolutionising the race market.

The one place that inspired, influenced and created our brand is where it all began, down the lanes, up the bergs and outside the cafes of Belgium. The old-school HUP shield is a nod to the revered cycling history of Flanders, with constant shouts from race parents of “HUP, HUP, HUP!” (the Flemish/Dutch word for go!) making the HUP™ brand name a simple choice. It’s now a globally recognised boutique brand, exporting daily, helping parents and enjoyed by tens of thousands of cyclists around the world.

Linette MacArthur, HUP Competition Cycling

Born in Belgium | Designed in the UK | Ridden worldwide

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May 18, 2022 — Linette MacArthur