Updated July 31, 2025 at 12:20p EDT to include an official response from Novatec US.

Another bike company has been forced to shut down due to “industry trends.” Novatec Wheels US, INC, based in Clayton, GA, has ceased operations, according to Bicycle Retailer. Novatec is based in Taiwan and the Georgia location is listed as the company’s global office for North America.

“We regret to announce that Novatec Wheels US, Inc, based in the United States, has officially ceased operations as of June 30, 2025, due to ongoing market challenges,” reads an announcement from Jake Scott, General Manager Novatec Wheels US, Inc. “This difficult decision was the result of careful consideration of economic conditions, industry trends, and the long-term viability of our operations. Despite our team’s best efforts and your valued support, the challenges proved insurmountable.

The Novatec Wheels US homepage currently displays a message that reads “sorry, we’re doing some work on the site.” However, portions of the website remain accessible, including e-commerce pages and product listings. It does not appear that customers are able to place orders, as no payment methods are available.

Established in 1989, Novatec became known for affordable hubs and wheelsets, including carbon and aluminum options. The brand made several attempts to establish itself in the US, notably in the early 2010s, though it never gained much traction in the upgrade market among mountain bike wheel buyers. In 2018, Transition was speccing Novatec hubs on some of their lower-cost builds, though some owners complained about quality issues.

As recently as 2024, Singletracks noted Novatec was offering one of the lowest-priced sets of carbon mountain bike wheels available, the M30 all-mountain wheels, for $950. At that time, we speculated that the M30 wheels — on sale for the very low price of $800 — were likely discontinued.

When asked about product service and support for existing customers, Scott told Singletracks, “I do not have word yet [if] they plan for future support for current US customers other than to reach out directly to the [email protected] email. This is the primary communication portal for now.”

The closure of Novatec Wheels US does not appear to have affected the operations of Novatec Taiwan or Novatec EU, the brand’s European global office. Singletracks has reached out to a Novatec US representative and will update this article with any new information if it is provided.

This news follows other high-profile setbacks within the bike industry this year from brands including Intense, YT Industries, Alchemy, and Revel.