About Us
How CREATIVE Was Born
As a cyclist, I found myself constantly upgrading every part of my bike — chasing performance, weight savings, and that perfect ride feel. But when it came to wheels, I hit a wall. Spending $5,000+ on big-brand carbon wheels never felt right — especially when they didn’t deliver the performance you’d expect at that price.
That’s when I started CREATIVE
Built By Riders, For Riders
I set out to build the ultimate wheelset — using the best tech available, not just the biggest names.
- Premium carbon rims with world-class layup tech
- Top-tier hubs for responsiveness and long-term durability
- Industry leading spokes for strength, stiffness, and ride quality
- Designed and tested right here in Australia
The goal? Create class-leading performance — on road or gravel — without the inflated price tag.
Refined Through Real-World Riding
Since 2018, we’ve been testing, refining, and racing our wheels across Australia — from weekend crits to the harshest gravel adventures. Every update we’ve made has come from actual rider feedback, not marketing hype.
Whether you’re chasing podiums or personal bests, CREATIVE is here to help you ride faster, further, and with more confidence.
Our Promise
We’re not a faceless brand — we’re riders, mechanics, and weight weenies who obsess over every detail. And we stand behind every wheelset with:
- A 2-year warranty (3 years for ULTRA series)
- Lifetime crash replacement
- Support for life!
Thanks for being part of the CREATIVE journey — we’re just getting started.
Michael - Founder
📩 Got Questions?
Whether you’re a seasoned racer or just want to chat wheels, email us anytime at
Our Melbourne warehouse is located at 16 Kelvin Rd, Bayswater North
Feel free to come down and check out the wheels, just contact us first so we can make the time for you.