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Mo Bruno Roy’s Mudhoney PRO

Friday, January 2nd, 2015

Mo Bruno Roy has won a lot of races on our bikes, including this year’s Single Speed Cyclocross World Championship. She makes us look good, and for this we are enormously grateful. This season, in addition to standing on podiums, she also got her Mudhoney PRO (affectionately known as Mo Pro II) all kinds of cool coverage, some of which we share with you here:

There was a cool write up and photo gallery in Cyclocross Magazine.

Another gallery in Velo News that documented the design, build and race process for the bike.

And a DirtWire video in which Mo explains what’s so awesome about her “Wicked Pro” custom Seven.


Cover Model

Tuesday, July 29th, 2014

The surprise wasn’t finding the latest issue of Bicycling Magazine in the mail, that’s like clockwork, but to find a Seven on the cover has everyone at the Seven factory abuzz.

Bicycling Magazine

On the cover!

If you look hard enough on page 63, you can make out the blurred lines of our Head of Production Matt O’Keefe and his wife Susi’s Seven Sola 007 SL tandem.  Susi, #547, stands in front of it.

Susi and her tandem.

Susi and her tandem.

But the surprises kept coming!  Our own Brad Smith, and his chiseled legs, can be found on page 65 standing in the Green River during the Deerfield Dirt Road Randonnee.

photo 3

Brad tests the water.


Thanks to Bicycling Magazine for making our day.

Fit Werx – The Active Times’ Best Bike Shop in America

Tuesday, November 26th, 2013


Being named the Best Bike Shop in America is quite an honor. Over a period of years, our friends at Fit Werx, in both their Waitsfield, VT and Peabody, MA locations, have established themselves as destination shops for riders looking for supremely well-fitted bikes. It is not at all surprising they were awarded this honor by The Active Times, who aims to be the world’s best source of authoritative, inspiring, enlightening content for living the active, adventurous life.

In their summary on Fit Werx, they say:

Though it’s not really close to much of anything, the original small Green Mountain shop has an outsized reputation.

We know that’s because Fit Werx brings expertise, professionalism and attention to detail to every bike they fit, design and sell. Read more here.

And congratulations to Fit Werx. We’re proud to work with you.


Video – Our 622 SLX as VIB (Very Important Bike)

Monday, February 25th, 2013

The UK’s Cycling Plus magazine, part of the Bike Radar group, recently featured our 622 SLX road bike in their recurring feature VIB (Very Important Bike), and part of the coverage included this slick video.

Seven featured on

Tuesday, February 12th, 2013

seven-cycles-cafe-racerOne of the things a custom builder can do better than most production builders is find the sweet spots in between the traditional cycling categories. Constance Winters of recently tested our Cafe Racer SL in just such a special configuration, somewhere in the space between go-fast road bike and all-purpose commuter.

First, this bike has S&S couplings so it can be broken down for travel. Total time to assemble this one, straight out of the case, is about ten minutes.

Next, it has a custom Tiberius handlebar, which gives the rider multiple hand position options, both aggressive and more upright.

And finally, it features a super quiet, super clean single-speed belt drive. The belt keeps you from getting grease on your pants if you’re riding for business, and its elegant simplicity makes break down and reassembly that much easier.

All of this in a sub-15lb package. Read more about this bike here, or return to Constance’s excellent write up.

Image: Constance Winters

The Birth of Mo Pro 2.0

Friday, December 7th, 2012

A few weeks ago, Mo Bruno Roy returned her original Mudhoney PRO prototype. Affectionately called the Mo Honey PRO, that bike was the test case for the bike that became the production Mudhoney PRO, the bike that customers all over the world have ridden over the last season. Mo’s original was put together with hand cut and filed lugs, and she raced it hard this season so we could know more about our basic design assumptions, and to gather experiential data for the second iteration, Mo Pro 2.0, of this race-specific machine.

During our debrief with her, and with her mechanic/husband Matt Roy, we noted a few big, necessary changes. First, Mo wanted to change her riding position. She wanted to come forward, and up a little. To do that, she needed to make some component changes, and to maintain the handling she prefers after those changes, we needed to adjust the geometry. Easy enough.

Next, she wanted more tire clearance at the chain and seat stays. The original prototype was built with tight tolerances for racing, but we learned that just a little more mud clearance would be better. That presented a unique challenge, because Mo’s frame is small. In order to get the clearance she wanted, we experimented with a single-bend, butted seat stay designed specifically for carbon bonding. That little bit of bend gave us just what we were looking for, and it represented a step forward for the super thin stays we’ve been working with for Mo’s race bikes. The complimentary chain stays required 20 separate operations in initial machining. This is serious stuff.

In the past, we’ve built bikes for Mo that could be adapted to multiple purposes. A little attention from her pro mechanic husband would convert one of her race rigs for road training. Not this bike. Mo runs a somewhat unique crank set with 34/44 chain rings, and her seat/chain stays are optimized to work only with those rings, coupled with a 32mm tire. This is as race specific as a bike gets. It’s a bike for now, for winning races.

We opted to build for cantilever brakes, too, but only because race ready, drop bar, hydraulic disc brakes aren’t quite ready yet. Again, we wanted to build her the optimal race bike for right now, not a bike with compromises for future adaptation.

The final design hurdle we chose to address was toe overlap. Conventionally, a frame this small would have some overlap, and through the years, this was always something Mo was comfortable with, even though we offered to do away with it for her. This time out, we made some adjustments to the geometry to eliminate it, and that gives her more confidence in the technical sections of the cyclocross courses this bike was meant to destroy.

A lot of work went into pre-build design on the Mo Pro 2.0, and that led to a marathon build session that lasted long into the Friday night before Mo’s first race on it, on the Saturday. Seven Production Manager Matt O’Keefe did the final machining on this one himself, before handing it off to Staci for the rock star decal treatment.

As ever, our sponsorships are aimed at exactly this sort of collaboration. We built the original bikes to prove a concept we wanted to bring into production. After building the first generation prototypes, we then designed all the fixturing we would need to do the same design for customer bikes. In turn, the fixturing informed the accuracy and evolution of the second generation bike, which taught us about new ways to manipulate thin stays for small builds. It’s this thread that connects all our design and build work and allows everything to move forward, and to be able to pursue that thread with the input and participation of pros like Mo and Matt makes bike building fun. It reminds us why we do this.

Another solid reminder came in a Christmas tin a few days later. Her feedback on the bike itself is exactly what we wanted to hear, that it combines the best of her first Seven race bike and the first generation Mo Honey PRO. That confirms that we’re listening, and without listening you can’t build great custom bikes. It doesn’t matter whether you’re building for a pro like Mo or someone who will never race a day in their lives. The process is the same. Listen to what the rider wants. Apply everything you learn to everything new you want to do. Keep building. Keep iterating. Occasionally, just occasionally, stop to eat the cookies.

Matt made a cool time lapse video of the build that you can see here. And we were also fortunate to catch the eye of the Velo News staff at our very first race. Emily Zinn did a photo gallery of the project for their site here.



Graeme Fife – The Elite Bicycle

Monday, October 8th, 2012

To correspond with journalist and author Graeme Fife is pretty special, not only because of his gorgeous prose and encyclopedic knowledge of this cycling universe we live in, but also because he cares so much about the stories he tells. You might be familiar with some of his work including Rapha’s  Great Road ClimbsThe Tour de France: The History, The Legend, The Riders, and The Beautiful Machine, or his features for Rouleur magazine.

Lately, we have been in touch with him because he is planning on including Seven Cycles in his new book titled The Elite Bicycle, with photos by the inimitable Gerard Brown. We had Gerard here in the Spring, when we had a long, rambling conversation about what it means to make things.

Graeme told us just recently, “I love New England – I had three great rides on Cape Cod when I first came to New England in 2003 – I’d seen the beach from an aircraft flying into NY and decided that I would swim there one day. The friends in RI who loaned me bike and motor for my trip have a condo up in NH and we rode the Kanc one day, next day past where Robert Frost lived – glorious roads. First ride we did, we stopped at a cafe somewhere in the loom of Mt Washington and the guy at the counter asked me where we’d come from. I said I don’t know. So where are you going? I don’t know. It was a bit queer but expressive of the sense of complete freedom, somehow.”

Be on the lookout for The Elite Bicycle and check out his blog for more great writing from one of cycling’s literary legends.

Axiom SL: Bicycling Magazine Dream Bike, Part Two

Tuesday, December 13th, 2011

Axiom SL

We talk about customization a lot, but the word itself means so many different things to so many different people it becomes sort of meaningless, another bike industry buzz word that flies around but seldom lands.  We thought it might be a good idea to explain how WE customize a bike using the Bicycling magazine test bike we built for Joe Lindsey as an example.

The truth is we didn’t want to send Joe an Axiom SL, initially.  When he got in touch with us we were just putting the finishing touches on the 622 SLX, and the opportunity to put our newest creation into a big magazine was exciting.

But Joe didn’t want a purpose-built speed demon.  He was more interested in versatility and timelessness, so we arrived, together, at the Axiom SL.  It’s light, but not the lightest.  It can race, or it can tour.  And it showcases our double-butting process, one of the ways we tune ride characteristics to the rider.

Joe filled out our Custom Kit, a small pamphlet we developed to capture all the ideas a rider has about his or her new bike, and also to learn some things the rider might not mention otherwise.  It starts with personal information, name, age, and weight, but also occupation and geographic location.  We ask about what people do, so that we can get a sense for their everyday ergonomics.  Do they sit at a desk all day or are they more active?  Clues like this tell us a lot about how a rider will approach their new bike.  Where they live gives us some idea about the roads they’ll ride, the hills or the flats, the quality of the surfaces.


Bicycling Magazine – High Praise

Friday, November 4th, 2011

Joe Lindsey at Bicycling Magazine wanted to review a Seven, so we started the conversation with him the way we start the conversation with anyone interested in a Seven.  What did he want this bike to be?

He filled out our Custom Kit. Our Performance Design team interviewed him.  We generated specs, and he signed off on them.  The same process we go through with everyone, even those not writing about one of our bikes for a major publication.

Together with Joe, we settled on an Axiom SL, our best selling bike and the flagship of the Seven fleet.  We picked a tube set and went to work. In fact, the only thing special we did for this bike was the paint, a slick mix of polished Ti, matte black and high gloss white.  When you’re going to be in a big magazine, you put on a clean shirt and tie, right?

Axiom SL


Joe’s article, entitled “Rides Like a Dream – The Best American Hand-Built Bikes,” appeared in the November issue of Bicycling, on newsstands now.

Our quick synopsis: Joe liked his bike.

He wrote:

The Axiom SL, Seven’s most traditional and versatile frame, is a study in the company’s philosophy:  Fit and ride quality are paramount, while character and performance are almost infinitely malleable.  A dream bike is not just a machine; it’s a deeply personal expression of a rider’s self, entrusted to master craftsmen to interpret and make real.  We do not choose lightly whom to entrust with those dreams; with our test Axiom SL, as with thousands of frames before it, Seven has earned that trust.

Can you send out a test bike for a magazine review and hope for higher praise?  It is hard to explain just how gratifying it is to send one of our bikes to an expert, have him ride it, and immediately understand what we’re trying to do as a company.

Later in the piece, he wrote, “This bike proves that you don’t need carbon for performance…Though the bikes isn’t the lightest…it climbs as well as, or better than, bikes that weigh much less.”

Every material has its place in the bicycle.  Carbon has it’s place.  Titanium has it’s place.  Steel has it’s place.  No one material can be all things to all riders. Choosing the right material or materials for each rider is what we’re about.  Obviously, we’ve been very successful with titanium. It’s what we’re known for, and it’s good to be known for something.

But far beyond the cycling shorthand of carbon vs. Ti or heavy bike vs. light bike are universal characteristics like fit, ride quality and performance.  What we try to do with every bike we build is to consider what the rider wants.  Rather than building bikes and telling riders they need them, we ask riders what they need and then build bikes to match.  It’s an approach that makes sense to us.

And it’s an approach that tests well, even in a new shirt and tie, on the big stage, with an expert at the wheel.


Seven Retailers Named to’s Top Ten

Friday, October 14th, 2011

We were thrilled, but not surprised, to see three of our retailers named to the “Top Ten Best Bike Shops in America,” by Complex website.

Cascade Bicycle Studio

Cascade Bicycle Studio in Seattle was lauded for its ability to custom build a bicycle for any customer.  CBS aims to create a rider-centric atmosphere, as evidenced by their dedication to working with each cyclist on a one-on-one, appointment-only basis.  This level of customer service creates a shop that the Seattle cycling community has come to trust as one of the most reliable and highest quality bike studios in the city.

Boulder Cycle Sport in Boulder, Colorado had a podium finish! gave BCS high marks for its “dedication to finding the perfect ‘body-to-bike’ connection” and excellent repair service that the shop offers.  Their efforts are paying off, as they have sold more Seven’s this year than ever before.


How did Bespoke Cycles in San Francisco  improve the customer experience when they already had forty-eight years of combined fitting experience, customer first mentality, and an incredible selection of custom bikes, apparel, and gear?  By moving into a beautiful new studio on Clay Street!  We had a chance to check out the new digs a few weeks back and thoroughly impressed with the lay out and charm.  We suspect Bespoke will be part of the top ten for many years to come.

Each of these Seven retailers shares a common trait: focus on the customer experience.  A trait that, when embraced, has some profound effects.  Making a top ten list is great press, but the real benefit is more happy customers, more evangelism, and of course, more sales.  We’re privileged to work with retailers that set the bar so high.