The Easy Sell: bespoke bikes

Photograph by Liam Mogan; iStock

Photograph by Liam Mogan; iStock

Lusting for a top-of-the-line road bike? You could drop five grand on a Pinarello Dogma and still hate it. For not much more, Hugh Black will build you a custom ride from scratch: titanium frame, tubeless wheels, and whatever other hardware you’ve been dreaming of. “All my bikes start with a blank sheet of paper,” says Black. You’ll have to wait two to four months from the initial fitting to put actual tires to pavement, but in the end, you’ll have a bike that feels like an extension of you, rather than a bike for some human oddity Tour rider.

True North Cycle road bike, $7,000,