For us, One Soul at a Time^TM is more than a marketing slogan. It's the philosophy that drives everything we do, an approach that produces one-of-a-kind bicycles that perfectly conform to a rider's particular characteristics. Aside from our in-store demo models, we won't get started on a bike until we've obtained an individual's complete measurements, relative flexibility specs, injury history, riding habits and objectives. From that point on, we craft a bike from scratch that precisely corresponds to the cyclist's specific profile. It's more than a custom size. Each GURU bike essentially has its own DNA, a singular configuration that allows us to naturally place its owner in their optimal riding position. You won't find an excessive number of head tube spacers or unbalanced geometries on one of our bikes—if some our competitors feel targeted by this remark, we apologize. We do it our way because we know for a fact that no two cyclists are alike.

Every single GURU bicycle is manufactured in-house, in our brand new facility located just outside Montreal (Quebec), Canada. Assembly, in fact, is only part of the homemade story. Bike design & engineering, individualized geometric configuration, carbon layup and molding, titanium/aluminium welding, parts machining, final paint, etc. It's all done on the premises by our crew of experienced craftsmen and bike-crazy engineers. The result: incomparable quality control in the fabrication process and the consistent capacity to deliver a custom bicycle that will perform exactly as specified.

When you get the chance, run your fingers down the welds of a titanium or aluminium GURU and compare them to that of any leading competitor. Better still, get up close and personal with one of our carbon frames and try to find a seam. In either case, you will have experienced a small dose of GURU's borderline maniacal attention-to-detail. From our choice of the finest materials – high modulus carbon with a 70/30 fiber-to-resin ratio, seamless aerospace grade titanium, 7000 series aluminium – all the way through to the individually-painted logo on our head tube badge, we just don't cut corners when it comes to crafting exceptional bicycles. That's why every one of our products comes with a lifetime guarantee. It'll hit you every time you take a corner at high speed on one of our bikes: obsessive-compulsive behaviour does have its merits.

Based in the most European city in North America – the market with the highest concentration of active cyclists on the continent – our company prides itself on delivering the best of both worlds:

Cutting edge technology
delivered by hand
...one cyclist at a time.

While we “slow cook” every one of our bikes to individual specifications, we're not stuck in the past when it comes to advanced materials or engineering. We are proud of the reputation we have built over the past decade, but we sincerely believe our best bikes are ahead of us.

With regards to determining the position that offers the purest delivery of power, the human body presents an endless array of individual possibilities. Trust us, we've got a ton of scientific data and thousands of personal bike fittings to back us up. What's more, that position is far from optimal if it can't be sustained over time due to rider discomfort. It's pretty simple: if you're properly positioned (and thus comfortable), you'll push harder, more efficiently and more continuously on your bike. If you're not sore after a long ride, there's also a greater chance you'll be hammering away sooner and harder afterwards.

Even in terms of aerodynamics, fit plays a huge role. Consider that the human body generates more or less 90% of the cyclist/bike combination's coefficient of drag. That means that a 20% improvement in rider profile results in an 18% reduction in total aerodynamic drag. This compares to a 2% overall reduction in drag for an equivalent 20% enhancement in the bike's profile. We work as hard as any bike manufacturer to make our models as aero-profiled as possible. That said, beware of bike brands that test their products in wind tunnels and make all-encompassing claims. It wasn't you who was on that bike...

Any way you look at it, it comes back to that glove-like fit. We call it the “soul” of the bike, that perfect interaction between human and machine. Our mission at GURU is essentially to pinpoint the exact coordinates of that soul, and to subsequently build a singular bike that unleashes it. The latest chapter in our decade-long quest to perfect the bicycle is the introduction of the GURU Dynamic Fit unit, a revolutionary new standard in the field of custom bike fitting. Coming soon.

That's why we custom craft bikes in a variety of materials, each providing distinct advantages and performance characteristics. It's why we offer a complete range of fully customizable models, each responding to a different set of rider needs. With GURU's turnaround time of less than six weeks – from initial measurements to final delivery – there really is no good reason for a true cyclist to settle for any other bike.