For almost as long as Canadians have been riding bikes, Norco has been making them. Over the past four decades, Norco has been reinventing how Canadians look at bikes – and how they ride them. In order to keep ahead of the pack, we draw on the knowledge of our factory team, staff riders, and design team to create bikes that we simply love to ride.

There aren't too many places in the world where you can freeride on world-class trails, do a 200-km road ride, take a spin on cruiser-perfect cycling paths, or get dropped by a float plane into remote areas for an All Mountain epic. Our backyard is definitely our playground and our best testing facility.

You'd think that with all the possible riding opportunities available to us, nothing would ever get done. Sure, we ride...a lot...but we're equally passionate about making quality bikes for real-world trail conditions and riders. Every minute that we spend out on the road or on the dirt goes into making wise decisions on the product we build.

Just take our line-up of Supercross bikes for example. They were originally developed because a core group of staff riders would hit the park and dirt jumps every free moment they could find (including lunch hour missions to the local secret site just down the road). The same goes for our Thursday night road crew, a group that heads out for road rides through the Fraser Valley. Or, you can always look to the many Norco staff that push their big bikes to the limits out on trails from the Shore to Whistler.

If you were to ask any of these Norco staff why they do it, they'd probably just shrug and say it’s because they love riding. But, it’s really more than that. It's about commitment and heart. Whether it's creating award-winning bikes, bringing innovations to the industry like front-suspension geometry designs, or supporting grassroots and trail building initiatives, the folks at Norco have always maintained the same spirit – for us it’s all about the ride, no compromise.

If you’re not lucky enough to live in what the UN has dubbed ‘the best country in the world to live in’ for years on end, perhaps you can get a taste of life in the Great White North, aboard a 2008 Norco.