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Endura was founded in Scotland in 1993 with a no-nonsense commitment to improving the performance and function of cycling apparel for everyone. As a brand that did not want to adapt to the common knowledge, it immediately launched a large number of new and challenging products. These products have achieved iconic status worldwide and in many cases are the benchmark of function and durability for the industry. This philosophy and groundbreaking innovation have propelled the Scottish local hero brand into a global market leader.
Endura has been continuously selected as a clothing partner by the world's best teams and riders on the road, mtb and triathlon. Their collaboration with leading experts in other fields, such as aerodynamics and bicycle assembly, ensures that the product is constantly on the cutting edge.
On the road, close partnerships with UCI World Tour teams have driven a new level of R&D and manufacturing methods. This has resulted in incredible race and track performances, including Alex Dowsett's successful attempt at the hour record, multiple national TT titles and an impressive string of WorldTour podiums. Real rider testing is combined with high-tech, scientific lab sessions to achieve significant improvements in aerodynamics, temperature control and comfort in all conditions.
This level of performance is not exclusively reserved for the pros. Trickle-down is evident across the entire Endura range, with several products in the Pro SL collection drawn directly from WorldTour experiences.
The Endura Drag2Zero aero triathlon program, QDC (Quick Dry Cool), was developed in collaboration with Simon Smart of Smart Aero Technology, widely recognized as the world's leading aerodynamicist in cycling. Drag improvements on the bike split have been achieved through painstaking F1 wind tunnel sessions of over 70 different exclusively developed prototypes and numerous fabrics with aerodynamic surface profiling tuned to deliver maximum aerodynamic advantage at speeds experienced in competitive triathlon. A notable win for Nils Frommhold at Challenge Roth in 2015 saw him record a massive improvement on his cycling leg over the previous year, with almost unchanged power, proving the gains made in the wind tunnel development process.
Danny MacAskill's movies may have been watched by tens of millions of people online, but he's the very last one to act like a superstar. Instead, Danny will show up unannounced at our headquarters with nothing on his agenda more urgent than a beer and a pretzel. Endura and the star of the street trials share a proud Scottish heritage and strong mountain bike roots. It's a strong, confident partnership, but also great for Scotland and cementing the position of this small country as a hub of cycling excellence.
Just as important as these big names are the Endura employees, who ride bikes and most importantly, have a genuine passion for the sport and the products we produce. This shared passion creates a rich internal flow of feedback that also plays an important role in the progression of the range, ensuring the kit works for riders and professionals alike.
At Endura, we never take the easy route, never complacent, always thinking about the next leg of the journey.
