June 04, 2015 (Paal-Beringen, Belgium) – Pedal‘s Chris Balogh recently travelled to Belgium to the Ridley HQ in the cycling heartland of Flanders to find out more about the renowned brand. Balogh sits down with founder and owner, Joachim Aerts, a former custom frame builder, who decided to start his own bike company in 1997 and it quickly became a leader in Belgium with an international following as well. Dennis Schmitz, Team Leader Marketing, tells us more about how the bikes are finished and Aerts reveals more about company’s history, which is steeped in cyclocross tradition including famous Belgian beer. Aerts entered the cycling industry after trying his hand at reaching the top racing ranks like his brother, but found his legs were not equal to his willpower. For more info click here.