Lauf/Bikeride

Lauf Cycles was founded in 2011 by two guys from Grafarvogur, a suburb of Reykjavík. Benedikt Skúlason and Guðberg Björnsson were passionate about bicycles and wanted to do things their own way. From the beginning, the driving force has been simple: to make better bikes.

The role of designers and entrepreneurs is to see opportunities where others see obstacles. In Lauf’s case, the approach was shaped by Icelandic reality—rugged terrain, long gravel roads, and unpredictable weather. These conditions, along with the founders’ passion for cycling and their backgrounds in engineering and design, became a source of new thinking in bicycle design.

Today, Lauf is an international company with 25 employees. Its headquarters are in Reykjavík, while production takes place in Virginia in the United States.

From the start, the company has focused on improving key parts of the bicycle. Lauf first gained attention for its groundbreaking carbon-fiber suspension fork, designed specifically to absorb shocks from gravel roads without adding complex mechanical components. Lauf’s design goals are based on achieving maximum performance through the simplest possible solutions. This has led to new forms in forks and bike frames that challenge the traditional image and aesthetics of the bicycle industry.

The exhibition traces Lauf’s journey from its earliest ideas to becoming an international bicycle manufacturer. The path has been both challenging and rewarding. Moving forward has required determination, resilience, and endurance, as well as an understanding of different aspects such as engineering, design, financing, marketing, and, last but not least, good collaborators.

One could say that throughout this journey, good suspension has been essential.