HED Cycling Products began in the basement of a bike shop. Steve Hed, then, the owner of Grand Performance in St. Paul, MN, having spent years experimenting with composites and electronics through model planes, water skis and skateboards, went down into the basement of his bike shop with a wild idea: to create the first modern and affordable aero disc wheel for triathletes.

Countless hours of design and meticulous craft led to this moment. HED Cycling was born.