About Us

Our Story: A California Original Since 2002

Biking has been our passion for over two decades. It all started in 2002 during a relaxing ride along Hermosa Beach, when we realized that high-quality, comfortable bicycles shouldn’t be complicated or overpriced. Driven by this vision, we founded Firmstrong as our flagship brand, designing beach cruisers, city bikes, and casual bicycles that combine classic California style with effortless riding—perfect for enjoying the outdoors with friends and family.

For more than 20 years, we have remained a family-owned business based in South El Monte, California. Firmstrong is our wholly-owned brand, our passion, and our legacy. As the creators of the Firmstrong movement, we take pride in being a trusted part of the American cycling community.

Expert Curation & Global Sourcing

To deliver the highest quality bikes, we’ve spent 20+ years building strategic relationships with premier global bicycle manufacturers. While Firmstrong is the heart of our brand, our mission has expanded: XDSBIKE (XDSBikeco.com) is our independent retail platform offering a carefully curated selection of high-performance bicycles.

Our lineup includes:

Firmstrong cruiser collections, including beach cruisers and women’s bikes.
Selected models from emerging brands like Rockfall and Corsa.
High-performance bicycles sourced from world-class manufacturing facilities, including those operated by XDS.

By combining our California-based design expertise with precision global production, we ensure that every bike—whether a Firmstrong or a machine from our XDSBIKE® retail collection—is built to premium standards and backed by our decades of localized service.

Real People, Real Support

We are not a faceless corporation. Our dedicated team in Southern California has been standing behind every bike we’ve sold since 2002:

100% California-Based: All shipping and customer support are handled from our South El Monte headquarters.
Independent Brand Owners: As the creators of Firmstrong, we own our designs and know our bikes inside and out.
Direct-to-Consumer Value: By managing XDSBIKE directly, we deliver professional-grade bicycles from our California warehouse straight to your door.

Legal Notice & Disclaimer

XDSBikeco.com is an independent, California-based retail entity. While we source products from various third-party manufacturers and carry XDSBIKE® branded inventory, this website is not affiliated with, owned by, or controlled in any way by Shenzhen Xidesheng Bicycle Co., Ltd. (XDS) or the Astana Qazaqstan Team.

We are the registered owners of the XDSBIKE® trademark in the United States and maintain full control over its branding, marketing, and distribution. Firmstrong is a wholly-owned, independent brand of our company, and all XDSBIKE® products sold through this website are supported by our California-based team and decades of cycling expertise.