Dura Ace – is a stand alone brand, owned by Shimano. It represents the pinnacle of road racing technology and when 9200 was launched in September 2021 – Pratt and Bryer opted to work with Blacksmith Cycle to build up some unique and special road racing machines. Pratt’s whip can be referenced under Pratt’s Deanima AMG01 – Bryer's whip is this Sturdy Sidhe. A custom made, aero titanium road bike, made to his specifications and wow did it ever turn out nice.

Summer 2023 was a big year for Tyler’s son Finley. It turns out, like his father, he enjoys riding his bike downhill really fast, off road that is.  This FRETORI Build features a full XTR M9100 parts kit, PRO Tharsis 35 Handlebar, stealth off-road saddle and a discover seat post.

Tyler has fully embraced the e-bike trend, which we think is far more than a trend, especially in the e-mtb category. With an e-bike di2 system from Shimano, riders can set the bike up to shift fully automatically. In other words, if you prefer, you can have the bike shift for you.

This bike has some meaning if we’re honest. There’s nothing like welcoming a new member to a family and this bike was a wedding present. It is a custom gravel rig, inspired by a Ford Raptor. With the help of Wild Rock Outfitters we built this bike from the frame up.

Finley’s father is someone many would consider to be a rad Dad: He’s our very own Tyler Pratt. Therefore, it was only appropriate that when Finley needed a new rig for sending it this season, that Tyler take it to another level.

What is the FRETORI Kick Off Party? First and foremost, it's a party. A social gathering of like-minded people who like bikes. Our goal is with these events is to bring the cycling community together, bike shops, cyclists and industry people alike. Using the same concept as our Toronto event, one week later, we partnered with Little Victories Coffee Roasters in Ottawa.

What is the FRETORI Kick Off Party? First and foremost, it's a party. A social gathering of like-minded people who like bikes. Our goal is with these events is to bring the cycling community together, bike shops, cyclists and industry people alike.

We were inspired as an agency in 2022 when Shimano launched the GRX Limited Groupset. We knew we wanted to build a couple of bikes with these components. Each bike had to be a bit of throwback and yet still current, offer a lot of utility and value and of course look awesome.

There’s a cool story behind this one. With the launch of Shimano’s GRX Limited Groupset in the summer of 2022, we were inspired as an agency. This was a step away from the typical leading edge our bike build projects are associated with.