A machine just arrived at Rinos Workshop. But unlike most bike brands investing in new equipment, this one won't add a cent to your next purchase.
The machine is called TRUDI, and it represents a fundamental shift in how bicycle wheels are built—one that Rinos believes should democratize precision rather than monetize it.
Inside the Machine Changing Wheel Building
Developed by Berd, the company behind ultra-light polymer spokes, TRUDI is a computerized wheel truing system that does what typically takes a master wheel builder an hour—in just 15 minutes. But speed isn't the story here. Precision is.
TRUDI measures and adjusts spoke tension with 0.25mm accuracy
The system measures tension across every spoke, calculates optimal adjustments, and executes them with 0.25mm accuracy—a tolerance that exceeds what most human hands can consistently achieve. Each wheel leaves the workshop perfectly true, with no "break-in period" or settling required.
Why This Investment Matters
For most bike manufacturers, precision wheel building is a value-add. Brands like ENVE and Zipp charge premium prices partly because their wheels undergo extensive quality control and hand-finishing. Industry standard? Charge customers for the expertise.
Rinos is taking the opposite approach.
The company's thesis is simple: technology should reduce costs, not justify price increases. By automating the most time-intensive part of wheel building, Rinos can deliver professional-grade wheel builds without employing a team of specialized wheel builders—or passing those labor costs to customers.
What changes for riders:
Consistency: Every Rinos bike now leaves with identically-spec'd wheels, regardless of which technician built it or when it was assembled.
Durability: Properly tensioned spokes from day one mean fewer maintenance visits and longer wheel life.
Performance: True wheels improve handling, reduce rolling resistance, and prevent premature bearing wear.
The Pricing Philosophy
Founded on the principle of eliminating dealer markups, Rinos has built its brand around accessible performance. The company sells direct-to-consumer, uses proven component groups rather than proprietary parts, and focuses on value without compromising engineering.
TRUDI fits that model. Rather than seeing the machine as justification for a price increase, Rinos views it as infrastructure investment—the cost of doing business better, not an opportunity to extract more from customers.
"Big brands would charge extra for 'precision-built wheels,'" explains a company spokesperson. "We're making it standard."
What Doesn't Change
Pricing remains the same. The direct-to-rider model remains intact. Customer service stays personal. The only difference? Tighter tolerances and more consistent quality across every bike that rolls out of the workshop.
For an industry often criticized for gatekeeping performance behind premium price tags, it's a notable departure. Whether other brands follow suit remains to be seen. But for now, Rinos customers are getting pro-level wheel builds at the same prices they paid before TRUDI arrived.
No premium. No upcharge. Just better wheels.