Cyclists are passionate about their sport – and even more passionate about the bikes they ride. In few sports do participants take such pride, interest and involvement in their equipment, but to a cyclist a bike is more than just a bike, it is an extension of themselves and their individual personality. Those of us who have worked to create Verenti understand this. We are cyclists as well as bike designers. We’re proud to shout about our exciting new bike brand called Verenti which has its origins in the French and Latin word “verite” literally meaning 'Truth'. The concept of truth and being true to oneself when riding seemed perfect to build a brand around, but to avoid any trademark issues (like we sadly experienced with Kiron) we have changed the spelling slightly. All the bikes that carry the Verenti name in the coming months and years will have three common factors. First, they will be designed bottom up for performance in whatever domain: sportive riding, road racing, TT or Cyclocross. Second, they will be characterised by the distinctive attention to detail that cyclist’s love: components, drive train, colour schemes, finish are all crucial to the overall package not an afterthought. Third, all the bikes will offer great value in terms of performance desired by enthusiastic cyclists at a price that can only be delivered through direct design and sourcing from the best manufacturers in the world. The truth is for those that choose Verenti bikes we believe there should be no compromises.