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Tor Cycling Launches with a Dealer Focus and Lots of Shelf-Appeal 11

Dealers don’t need another brand, they need margin, easy ordering, and products with the right spec and great visual allure.

Tor Cycling Launches with a Dealer Focus and Lots of Shelf-Appeal

PRESS RELEASE 6/8/2022 Santa Clarita, California, June 8, 2022 - Product designer and industry veteran, Mike Flaherty, is launching Tor Cycling. Some of you will know Mike as the founder of Atomlab and the original art director for Decline Magazine. Tor is an enduro and trail MTB brand with a strong focus on wheels and technology. Splined alloy nipples, 150pt engagement hubs, asymmetrical rims, unique strait pull hubs, and more, all with a clean black on black, gold accented branding.

With so many brands shifting to a consumer-direct focus, Tor sees opportunity with under appreciated dealers. “It takes a lot of money and marketing to drive consumer direct volume. Meanwhile there is a massive, nationwide network of dealers who are looking for good margin and product with enough shelf-appeal to compel in-store sales,” says Flaherty. Tor’s goal is to make the order process easy and provide the look, quality, and specs that customers are already looking for. In addition to Tor’s consumer website,, they have a dealer site at with a simple dealer application. Once dealers are approved and log in, they have access to dealer pricing, new dealer packages, volume discounts, etc. All with the photos and specs to to make ordering easy.

Tor also offers a new dirt jump bike brand called Arq Bikes ( As Tor builds a dealer base, it's committed to adding brands and products that offer shops a unique opportunity and value. Tor is located in Santa Clarita, California, just north of Los Angeles. For more information, visit or call (661) 621-2600.




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