PART 1: THE JOURNEY

Philip Finden March 26, 2026

It’s all about the bike. That’s been the constant for more than twenty years, long before The Fourth existed as an idea. It started with youth racing in the UK — early mornings, cold hands, and learning quickly that cycling gives you exactly what you put into it. Those early years weren’t just about competition; they were about understanding effort, discipline, and the quiet satisfaction that comes from progress.

From there, the journey moved into the bike shop floor. Selling bikes wasn’t just about transactions — it was about helping people find their way into cycling. Back then, it was a mode of transport, a tool, something practical. But even then, there was always something more beneath the surface. That curiosity led further afield. A move to Australia opened up a different side of the industry — new roads, new culture, and eventually a shift into product. From there, the path evolved into working behind the scenes with brands like Garmin and Knog, and contributing to products used at the highest level, including Team INEOS Grenadiers and Team GB at the Olympics.

“It’s all about the bike.”

Through all of it, the bike remained the centre. The work changed. The environments changed. But the feeling didn’t. Riding across different continents, experiencing cycling in every hemisphere, it became clear that no matter where you are, the connection is universal.

The Fourth comes from that perspective. Not from a single ride or moment, but from years spent immersed in cycling — as a rider, as part of the industry, and as someone who understands what the bike means beyond performance.

This isn’t about creating products for the sake of it. It’s about capturing something that already exists — the connection between rider and road, between effort and reward, between individuals and the wider cycling community.

The Fourth is simply a way to share that.