Two friends. One shared passion.
Our story started long before SENDA existed.
We are two friends since childhood, raised in the Swiss Alps and today based in Zurich and London.
In the late 1990s, we discovered cycling together – at a time when road cycling was still a niche and gravel bikes did not yet exist as a category.
Since then, cycling has never left us.
We raced locally, climbed Alpine passes, travelled by bike and spent countless hours in the saddle.
Over the years, we experienced the same thing again and again:
A truly exceptional road or gravel bike is more than the sum of its components.
It creates a feeling of confidence, lightness and connection between rider, bike and road. A feeling that cannot be explained – only experienced.
Understanding before creating.
Over time, we wanted to do more than ride. We wanted to understand.
We built our own road bikes, experimented with steel, aluminium and later carbon, and immersed ourselves in geometry, materials and construction.
Our backgrounds complemented each other perfectly:
One of us studied materials science and wanted to understand how a bike works from a technical perspective.
The other studied architecture and wanted to understand why a product feels right.
These two perspectives continue to shape SENDA today:
The combination of engineering and design.
The search for the right balance.
Throughout our cycling journey, we repeatedly experienced that high-end road and gravel bikes often excel in individual areas – but rarely achieve the perfect balance.
Some stand out through design. Others through technology. Others through attractive value.
What we were missing was a bike where everything comes together:
Design, performance and craftsmanship.
A bike without compromises between engineering excellence, aesthetics and riding experience.
We did not want to create a brand that tries to cover every category.
We wanted to focus on what we have loved for decades:
Road bikes and gravel bikes.
That is the balance we set out to create.
Not because it is easy.
But because we believe it is possible.
The beginning of a new brand.
SENDA was founded in 2025.
But the story behind the brand did not start with a logo or a business plan.
It started with almost three decades of experience, countless kilometres on the bike and the belief that high-performance bikes can be developed differently.
We spent many months meeting development partners across Asia and Europe, understanding manufacturing processes and finding the right people to share our vision.
We visited production facilities, exchanged ideas with engineers, evaluated materials and examined every detail – from design and construction to manufacturing quality.
Our goal was never to find the lowest-cost solution.
We looked for partners who share the same belief:
That exceptional products are created through experience, precision and long-term collaboration.
More bike. Fewer compromises.
We believe a road or gravel bike should not require a compromise between design, performance and value.
Through our different backgrounds, decades of experience and close collaboration with specialised development partners, we can create this balance.
That is why we sell directly.
Not because direct-to-consumer is a trend, but because we want to keep our organisation focused and invest where it matters most:
In development.
In materials.
In craftsmanship.
In the product itself.
When choosing a SENDA, riders should primarily invest in the bike – not in large marketing campaigns, expensive flagship stores or multiple layers of distribution.
A bike has to be ridden.
We do not believe a road or gravel bike becomes better through advertising.
It becomes better through the people who design, test and ride it.
That is why we develop our models together with experienced riders and selected ambassadors who share our passion and provide honest feedback.
Because in the end, the data sheet does not decide.
The moment when rider and bike become one does.
In the future, we want to create places where SENDA can be experienced:
Clubhouses and test centres where people come together, ride together and discover our bikes.
Until then, the road remains our most important testing ground.
Our first road and gravel bike models are entering the final stages of development.
We invite you to become part of this journey – sharing feedback on design, geometry and components, and joining us as we prepare for the first rides.
Because the best paths are rarely created alone.