We ride to escape, to remove ourselves from the noise and static of life. We ride to find the perfect balance between exhaustion and ecstasy ; to find out just how far is 'too far' then go further.

Cycling is our sport, our relaxation, our meditation, our escape. It's our friends, our family, our people, our culture. It's our state of mind, our way of belonging. Cycling isn't just an activity, or even a lifestyle; it's a way of being and thinking, a way of viewing the world that is uniquely shaped by two wheels.

Your Norco bike will change your life, never doubt that. It will turn your friends into your family, reshape your priorities, and transform the way you approach the challenges of life. We understand; we ride too.

For almost as long as Canadians have been riding bikes, Norco has been making them. For greater than four decades, Norco has been reinventing how Canadians look at bikes – and how they ride them. In order to keep ahead of the pack, we draw on the knowledge of our factory team, staff riders, and design team to create bikes that we simply love to ride.

There aren't too many places in the world where on your doorstep you can freeride down world-class trails, do a 200-km road ride, take a cruiser along the sea wall, or get dropped by a float plane into remote areas for an All Mountain epic. Being based in the Pacific Northwest, our backyard is both our playground and testing facility.

Many would think that with all the possible riding opportunities available, nothing would ever get done. Sure, we ride...a lot...but we're equally passionate about making quality bikes for real-world trail conditions and riders. Every minute that we spend out on the road or on the dirt goes into making wise decisions on the product we build.

Just take our line-up of Dirt and Street bikes for example. They were originally developed because a core group of staff riders would hit the park and dirt jumps every free moment they could find (including lunch hour missions to the local secret site just down the road). The same goes for our Thursday night road crew, a group that heads out for road rides through the Fraser Valley. The evolution of both cycling and cyclists has created the 2009 Norco lineup. Continuously pushing the boundaries of tradition has resulted in the new Forma, our women's specific line that includes both freeride and hardtail bikes. Look closely and you will see continuous refinement and improvement on all our models.

If you were to ask any of these Norco staff why they do it, they'd probably just shrug and say it’s because they love riding. But, it’s really more than that. It's about commitment and heart. Whether it's creating award-winning bikes, bringing innovations to the industry like front-suspension geometry designs, or supporting grassroots and trail building initiatives, the people at Norco have always maintained the same spirit – Cycling is dynamic; pushing the traditional boundaries of the sport allows for continuous innovation and a superior bicycle product. At Norco, it is all about the ride.

There are many challenges in our communities today ranging from environmental sustainability, to growing health concerns, particularly that of the economic struggle created by the high cost of transportation. At Norco, we feel the bicycle can and will play an important role towards solving these challenges.

There is heightened visibility for commuting and bicycle infrastructure as governments at all levels are seeking sustainable solutions. We have to work together to support bicycle advocacy initiatives as they are for the betterment of our society. This year Norco has already committed resources to over 50 community cycling initiatives including: IMBA-Canada, the Toronto Green Fleet, Pedalheads, LifeCycles Cycling Education, Bikes Belong, and Sprockids.

It is imperative that we all take a leadership role in bicycle advocacy.

John Williams
President Norco Products Ltd.

We are dedicated to building rewarding, long-term relationships with our Employees, our Customers, and our Suppliers. We are driven by our Customers to supply innovative cycle products, outstanding service, and marketing support that will promote their growth and success.

Our People
Our Staff are our greatest asset. We will provide a rewarding and challenging environment where our Employees and the company can grow together on a progressive basis.

Our Values
Norco’s key values are: Respect & Integrity, Quality, Dedication to Service, Innovation, and Fiscal Responsibility.

Our Customers
We will be the number one supplier to our Customers, partnering with them in the adventure of cycling.

Our Products
We will be an industry leader in developing and delivering innovative performance products.

Our Profitability
We will maintain the financial stability of the company and ensure an adequate return on investment for our Shareholders.