End of Season Sale On Now

It's something that's become so commonplace, many of us don't give it a second thought. Or we think we are the ones who do it safely while other people are dangerous. Texting and driving. The truth is that 8 out of every 10 car accidents in North America involve distracted driving. This commonplace 'bad habit' can have tremendous human cost.

Mix up your workouts to stay energized.  Snowshoeing, xc skiing - with fresh snow comes fresh opportunities!  

With the right gear combo, you’ll have every element considered to take on cold urban training and the freedom to venture into higher elevations. The all new ZeroPlus Wind Pant has been redesigned with added wind and water resistant front panels, so you can stay warm and push further.  Combined with the incredibly breathable Alpha Hybrid Jacket, you won’t be afraid to set a quick pace, knowing your won’t overheat, or grow cold during recovery cycles.

Here in the Pacific Northwest, we know a thing or two about rain.  The verdict – it’s just as important to not get soaked from your own sweat as it is from the rain!  To do this you need a jacket that is not only 100% waterproof, but also breathable enough to not trap internal moisture. 

The Resistor Neoshell Jacket utilizes the very latest in waterproof fabric technology to do just that.  The most breathable waterproof you’ll ever own.  So you can charge hard and crank up the tempo well into the rainy season ahead.

Daylight savings means those pre and post workouts are getting darker than ever.  It’s essential you stay seen to stay safe.  The mega-watt visibility of Sugoi’s award winning Zap technology delivers full garment reflective visibility.

During this transition season, you’re going to need the right gear to keep you comfortable in changing conditions. 

Our redesigned Versa II Jacket gets a fresh modern style update to our much loved lightweight shell.  Ideal for these changing conditions, the Versa II jacket transitions from jacket to vest while you’re on the move.  The sleeves are easily removed and reattached via strategically placed magnets, stowed safely in the jacket’s back pocket.  With the perfect combination of water protection and mesh breathability, this is one piece ready for anything.

Finally, the summer heat has faded and that refreshing fall crisp air has arrived. Smart high tech fabrics will keep you warm without overheating. 

New additions to the Prism collection keep you warm and cosy in the Prism Hoodie & Prism Tight. Active Plush knit provides our lightest thermal protection, in this technical run pairing loaded with features, including a new face shield and hood system.  For the guys, our Titan collection gives you the same coverage you need, with additional storage pockets for all your run essentials.

With BC Superweek in high gear, it seems only fitting to take a moment and salute Vancouver's much loved Red Truck Racing. An incubator for our most talented local cyclists for nearly 25 years, including future Olympians and stars of the pro peloton, they have earned the right to be called the West Coast’s “Home Team”. But for them, it’s more than just going fast – it’s about education, community, and helping to shape future generations, both on and off the bike.

Ride with us on Zwift  for a chance to win $1500 in Sugoi Custom Apparel

The Sugoi Custom Apparel Challenge is a 3-stage event.  Zwift hand-picked challenging Watopia courses for each stage. Zwifters based in the U.S. or Canada who complete all 3 stages are eligible to win kits from Sugoi.

This is not a race, it's a personal challenge against the clock. It's all about getting on the bike, pushing yourself, and completing all 3 stages.

Stage 1: Wednesday, March 21 - Ride 4:15pm or 6:30pm PDT

Stage 2: Friday, March 23 - Ride 4:15pm or 6:30pm PDT

We do it for the love of the journey.

Getting up extra early to hit some laps before the rest of the population is even out of bed. Circling back for hill climb repeats to make sure you're in race day form. Hours spent scouring backroads to tie together a rideable route to your favorite watering hole.  Hooting and hollering down your favorite decent in search of the perfect flow.  Mixing it up every week with your favorite run crew. Countless miles in the saddle, with great friends your willing to take an extra pull off the front for.