Purpose & Values

Delivering happiness by having the right product, at the right place, at the right time


  • Take care of each other
  • Play the long game
  • Sweat the details

  • Challenge the status quo
  • Keep it positive
  • Treat all individuals with dignity and respect


BTI is located in beautiful Santa Fe, New Mexico, a city with 400 years of history that is consistently voted one of the best small cities and top tourist destinations in North America. Santa Fe is recognized as one of the most intriguing urban environments in the nation, noted for its art galleries, culture, and great cuisine.


The League of American Bicyclists designated Santa Fe a Silver Bicycle Friendly Community in 2014 and IMBA has rated the extensive trail network as one of 10 Silver Level Ride Centers in the world. An active member of the advocacy community, BTI is a progressive voice for the sport of cycling both on and off road.

Diversity & Inclusion

If the Golden Rule is to treat others how we want to be treated, then our pledge is to treat others with dignity and respect while expecting others to do the same. We recognize the worth of all people and treat them with compassion. We embrace and encourage differences in age, color, disability, ethnicity, family or marital status, gender identity or expression, language, national origin, physical and mental ability, political affiliation, race, religion, sexual orientation,


socio-economic status, veteran status, and other characteristics that make us each unique. We are mindful of what we say to others or how we criticize, so we cause no undue harm. We don’t assume to know another’s motivations, but rather we listen and we ask for consent. By being respectful, celebrating diversity and seeking inclusion, we are making a contribution to our culture far beyond our company’s purpose.


BTI is one of only a dozen companies in the US structured as an Employee Ownership Trust (EOT). The EOT’s purpose is to improve the livelihoods of current and future employee-members and ensure that BTI continues on for future generations. After 4000 hours of employment (2 years), employees become members of the Trust. Effectively BTI’s owners, the members enjoy a voice in BTI’s strategic decision making and a share of the company’s profits.