Carbon Cycling Wheels Brand
There is always room on the market for another brand of carbon cycling wheels. Started from scratch, I came up with the name Fast Forward Wheels and its acronym FFWD. From there I developed the brand identity and product line-up. I focused the marketing heavily on Track cycling at first, because we had a few track-specific products that filled a gap in that market. Even though the sales would be far less than road cycling, the opportunity to get brand awareness was huge. And it worked. FFWD was able to expand to the road market with very competitive products, that were based on reliable parts from well-known brands combined with distinctive and much appreciated graphics. In those years, a big and bold logo on deep section wheels were a must-have.