FAMILY

From the very beginning the rider's connected with follow have been the heart and sole of the brand.
Yeah, we could say 'By the riders, for the riders.' but that's toothless these days.
Plus truly, a company run by the riders doesn't make sense. I mean they'd be too busy riding.
So instead, we say 'Run by normal people, for the riders.'

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Get lost. Find your own way. You work for them.