Bontrager
Bontrager is Trek's in-house components brand, born from the pioneering frame- and wheel-building work of Keith Bontrager, a former motorcycle mechanic and racer who became one of mountain biking's most influential engineers in the 1980s. Working out of California, he earned a cult reputation for hand-built MTB frames and for cutting down and re-drilling rims to build lighter, stronger wheels. Trek acquired Bontrager Cycles in 1995 and brought Keith on board, and the name has since become Trek's badge for wheels, tires, cockpits and accessories.