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Growing up as the youngest in a large, bustling family wasn't just fun—it was a constant, immersive education. I was never short of playmates or a strong sense of warmth, nestled securely under the watch of my older brothers. They were my first coaches, teaching me everything from the basics of balance to the thrill of speed, and together, they ignited a lifelong passion for cycling.
The catch? I never had a new bike but I inherited it from my brothers: a rugged but well-loved frame that came with a persistent, loud, and utterly grating squeak.
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That squeaky (skwi:ki) noise was my nemesis. While I have countless fond memories of those rides, I also vividly recall the frustration of that relentless sound—a constant, annoying reminder that I was riding a relic. It drove me to spend countless hours in our garage, not just riding, but working. I scrubbed, I polished until the paint gleamed, and I relentlessly tinkered with every moving part. I chased the squeak until it was gone, replacing that hateful sound with the satisfying quiet of a perfectly tuned machine. In those hours, I realized the immense satisfaction of turning something old and noisy into something smooth, reliable, and mine.
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That obsession with perfection wasn't a phase; it became my career blueprint. The frustrating pursuit of silence and comfort on a childhood bicycle laid the foundation for everything that followed. It instilled in me an unwavering commitment to reliability and creating a deeply comfortable cycling experience.
This principle is the bedrock of my brand. That's why I named it Skwi:ki (SK)—a constant, audible tribute to that formative, pursuit of excellence.
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Our ultimate mission is simple: we want to eliminate the distractions and frustrations so you can focus on the joy of the ride. We’re dedicated to building the products that help you create your own amazing cycling memories, just as that squeaky hand-me-down allowed me to create mine.
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Jay Skwi:ki CEO