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Strada’s mission statement - To source, import, hand build (in the UK) and retail directly via the internet high quality carbon and alloy wheels for sporting cyclists at a competitive price point supported by good friendly customer service, technical knowledge and warranty.

Why should I buy a set of wheels from Strada? – We strive to match a set of wheel specifically to you, your bike and they way you ride. We don’t just drag a boxed wheelset off the warehouse shelf and despatch it. We consult with our clients to make sure we understand their requirements before we select rims, spokes, hubs and tension them to make a pair of wheels that will perform well and last seasons of use.

What’s wrong with my set of factory made wheels? – Mass manufacture means a wheel is required to handle a wide variety of riders and conditions from a 50kg female to a 100kg+ male. So the wheel setup is not fine tuned to you and the way you ride. During mass manufacture a wheel made by machine is assembled in seconds. The nipples are tightened by machine very quickly and significant variations in spoke tension can occur as the wheel is brought into true. This can lead to the wheel going out of true quickly and subsequently spoke breakages. Then the wheel is not properly de-stressed as only a bar is used to push in on the spokes in series as the wheel rotates. You can hear usually a new factory wheel “ping” as you ride it for the first time – that is the sound of the nipples bedding in to the rim and spokes rotating on the hub and it potentially going out of true. The wheel will often need truing shortly after it has been ridden for the first time and may need more frequent maintenance to keep it in good condition than a hand built wheel.

Tell me about Strada Hand Built Wheels? – Strada Wheels Ltd is owned and run by the director Jonathan Day. It is VAT registered 995 7879 20 and the registered office is 27 Wordsworth St, Hove, East Sussex. BN3 5BG, our workshop address is Unit 11 Thesiger Close, Worthing, W Sussex, BN11 2RN. Our wheelbuilders are Darren and Ben.

Who builds your wheels? – All our wheels are hand built locally by Darren our expert wheelbuilder. Darren has 10 years wheel building experience and has built over 1500 wheels in the last 3 years. You can read a full bio page here.

How accurately can you build a set of wheels? - We are proud to use a wheel truing stand from P+K Lie in Germany. It is one of only a half dozen known to be here in the UK. It is made from cnc milled aluminium and brass for accuracy and ease of use. It has an accuracy of 0.05mm indicated in the dials. These levels of tolerance are achievable in both alloy and carbon fibre rims. We also use a DT Swiss digital spoke tensiometer to accurately monitor spoke tension, this allows use to provide incredibly even spoke tension throughout the wheels (where the rim permits this!).

Can I try a wheelset before buying? We try to keep several key wheelsets in stock for you to try. It may not be the exact combination of hub / spoke / rim you want but it will give you a very good idea of the ride quality and overall finish of the wheelset. You are welcome to fit them and go for a ride over the South Downs, come back to Hove (next to Brighton) and have a decent coffee and a chat.

How can I make payment? You can pay by Credit or Debit card either by phone or via our secure server. You can also pay by cheque or arrange a BACs transfer to Santander Business Banking, Strada Wheels Ltd, Sort: 09-01-27 Ac:79543174.

Will you ship to Europe or Scandinavia? -Yes we will ship wheels to Europe or Scandinavia. Other destinations on request.

I want something special – You want fluoro spokes, engraved hubs or sponsor’s decals on your wheels? Use the Custom Build contact form to get in touch or call us on 01903 750040 and we can put a quote together for you.

Who tests your wheels? We are lucky to have a number of talented riders working with Strada. 

Are the Strada decals removable? I hope you like our branding but if not they are applied on the surface and so can be removed or you can request no decals when we build them for you.

Custom decals – We can apply your own sponsor decals to a carbon fibre wheelset for you. Either you can supply a digital (ideally an AI/Adobe Illustrator) file or we can have them made for you.

Tell me about Powertap wheelbuilds? If you are serious about training you need to think seriously about a Powertap wheelset. We can build a Powertap hub into virtually all the rims we supply. We are developing Powertap resource pages within the website to help athletes and cyclists get the best out of this amazing piece of kit.

Where do your carbon fibre rims come from? – We purchase our carbon fibre rims from a manufacturer in China. We spent a lot of time, effort and money finding the best carbon fibre rims (and other components) we could access.

Can I use Swissstop Yellow brake pads with carbon fibre rims? We recommend you use the brake pads supplied with the wheelset. They have been specifically manufactured to match the rim and control the heat dissipation. The Swissstop Yellow has a higher heat resistance which may make the carbon fibre rim overheat in exceptional circumstances (such as riding all the way down Mt Ventoux with the brakes on).

Can I buy more carbon specific brake pads? Yes, we keep them in stock.

What brake pads do you recommend for alloy rims? We recommend the Swissstop GHPII brake pad for mixed conditions. They work very well in the wet.

How do I mount my tubular tyres? – You can find great instructions on this website. Please note – never sand a carbon rim whilst preparing to mount a tubular and never use metal tyre levers on a carbon fibre clincher rim. Just use some meths and kitchen roll to clean any dust or production agents before starting.

Why do you use Sapim spokes? We wanted to use a brand that is well known and has a wide range of spokes for all uses. Reliability is essential and many manufacturers will skimp on spokes to keep costs down. The spoke is humble but plays a major role in how the wheel builds, it’s durability, how it handles and feels to the rider. The Sapim CX Ray is light, aero and available in black and silver. The Sapim Race is double butted and available in black or silver.

Why do you use J bend spokes? Spokes occasionally fail and if one does fail whilst you are preparing for the Etape or on a riding holiday in Italy you want to be able to make a repair and carry on riding. Every local bike shop carries some stock of J bend spokes and can make a quick repair. If you have broken a straight pull or a manufacturer’s own brand spoke it can take weeks for a replacement to arrive. So we opted for Sapim J bend spokes – renown for their quality and reliability.

Why no alloy nipples on carbon rims? We do not recommend alloy nipples for use with carbon fibre rims. The spoke tension is considerably higher on a carbon fibre rim and there is a possibility of the alloy spoke nipple thread failing under these loads. The weight gain of using brass is minor at about 28g per set on average.

Repairs - You ran over the wheel leaving the garage, clattered into a huge pothole or you locked wheels and hit the road sprinting for the line. It does not matter how it happened – we can repair or rebuild our wheels or other brands too. We can upgrade hubs, replace spokes and build a new rim onto your favourite hubs. We can upgrade to ceramic bearings too.

Why are your prices cheaper than well known brands? – We purchase directly from the factory to keep our overheads low. We are proud to have started the business small and cost efficiently. This does not mean we are out to make a quick buck (because believe me there are easier ways to do it than import carbon fibre rims from China!), just keep the business lean.

Not answered your question? – then get in touch by phone or use the contact form.


650c carbon wheels | Corima 650c for Bex

Strada built a pair of Corima 650c carbon tubs for Bex… 1225g the pair, ready for the 2014 TT season.

650c carbon tubular wheels from Corima, built by Strada


29er carbon XC rims – transform your 29er!

Transform the handling of your 29er! After a lot of exhaustive testing and some tweaks we are really pleased to launch our own label Strada carbon tubeless 29er XC rims.

29er carbon rim