Priority Bicycles
Direct-to-consumer brand of low-maintenance, rust-free belt-drive bicycles for commuting, adventure, recreation, and kids.
Founded
2012Direct-to-consumer brand of low-maintenance, rust-free belt-drive bicycles for commuting, adventure, recreation, and kids.
Priority Bicycles sells a full line of low-maintenance belt-drive bicycles organized into commuter, adventure, recreational, electric, and kids categories, with dozens of models spanning them.
Signature technologies across the line include the Gates Carbon Drive belt, internally geared hubs from Shimano and Enviolo, and Pinion gearbox shifting on premium models, with prices ranging from entry single-speeds to high-end e-bikes.
Priority competes in the growing direct-to-consumer and electric bicycle market, where belt-drive and low-maintenance designs have gained traction among urban commuters and recreational riders.
Beyond consumer sales, the company extends its platform into hospitality and rental fleets through Priority Fleet Bicycles, targeting hotels, resorts, and universities with durable, low-maintenance bikes.
Priority Bicycles differentiates itself with a grease- and rust-free Gates Carbon Drive belt paired with internally geared hubs, which sharply reduces routine maintenance compared with traditional chain drivetrains.
A direct-to-consumer online model lets the company price its bikes below traditional retail brands while offering customer support seven days a week, appealing to casual and commuter riders.
Priority Bicycles reliance on a belt drive and internal-gear hubs limits compatibility with standard chain drivetrain parts, which can constrain upgrades and familiarity at third-party bike shops.
A direct-to-consumer online model means most buyers cannot test-ride a model before purchase, and after-sales service depends on shipping or a limited network of partner service centers rather than widespread retail presence.
Priority uses a direct-to-consumer online model to price its bikes below traditional bike-shop brands, with adult belt-drive models spanning entry single-speeds up to premium Pinion and electric bikes.
The company runs seasonal promotions such as free-shipping offers and positions its bicycles as premium yet affordable, emphasizing low maintenance and value over racing performance.