Fit Bike Co

Fit Bike Co is a BMX brand from Santa Ana, California, started in the late 1990s as a sister company to S&M Bikes. Where S&M stayed small and US-made, Fit built a larger team and a line of complete bikes, and its 2000s team videos, above all Fit Life, made it one of the most influential brands of the street era.

History

Fit was set up by S&M owner Chris Moeller with Robbie Morales, a former pro rider who ran the team. The idea was a brand with a broader reach than S&M. Fit frames were designed in California but largely built overseas in bigger batches, which lowered prices and made signature frames and complete bikes practical.

Through the 2000s Fit assembled one of the strongest teams in BMX, mixing trails, park and street riders. The team's riding was documented in a run of videos, and Fit Life, released in 2007, became the one most riders remember. It brought together a roster that included Mike Aitken, Chase Hawk, Van Homan, Brian Foster and Edwin DeLaRosa.

Around 2010 Robbie Morales left Fit and founded Cult. He took several team riders with him, including Dakota Roche and Chase Hawk. Fit rebuilt its team around a younger group and continued under S&M ownership. It remains active with frames, parts and a full range of completes.

Products

Fit's best known products have been signature frames for its team riders and its complete bikes.

Product	Type	Notes
Aitken	Frame	Signature frame for Mike Aitken, built for trails and park
Van Homan signature	Frame	Street frame for Van Homan
Dugan	Frame	Signature frame for Tom Dugan
Shiv and Blade	Forks	Fit's main fork models
Mac	Pegs	Long running peg model
STR, TRL and PRK	Complete bikes	Street, trails and park completes at several price points

The STR, TRL and PRK ranges give Fit a presence in bike shops at the same price points as Kink and WeThePeople. They are a common recommendation in guides such as how to choose your first BMX.

Team and riders

The Fit team of the 2000s is often described as one of the best ever put together. Riders associated with the brand have included:

• Mike Aitken
• Van Homan
• Edwin DeLaRosa
• Brian Foster
• Dakota Roche
• Chase Hawk
• Chase Dehart
• Tom Dugan
• Ethan Corriere, in the brand's later era

Influence

Fit Life is the video most riders associate with the brand, and the brand itself became identified with the crew in it. Its riders set standards in several disciplines at once: Aitken on trails, Homan and DeLaRosa on street, Hawk in bowls and on dirt. When the core of that team left to form Cult, it showed how much of a brand's value lived in its riders rather than its logo.

Fit also showed that a core brand could sell completes in volume without losing credibility, a model later followed by most of the brands in this wiki.

Related

• S&M Bikes
• Cult
• Fit Life
• Street
• Rise of street riding