Giro comes from a unique place. Santa Cruz, California’s location—at the intersection of surf and mountains—attracts people of an independent mindset: outdoors people; iconoclasts who set their own priorities, more inclined to put human values ahead of corporate interests. Counterintuitively, it turns out that Santa Cruz, a place where business shuts down when the surf is up, has proven to be a powerful entrepreneurial incubator.

Our surroundings have defined who we are and what we do as a company. We are free thinkers. Ride activists. Interface innovators. Our mission is to bring new ideas that enhance the ride.