Growing sustainably - the case of Rodi

Growing sustainably - the case of Rodi

The Portuguese company Rodi recognised as one of the main players in rims and wheels in the medium to high segment for the European market, has seen its position strengthen due to a policy of continuous investment on different levels.

The pillars of the strategy

The company’s investment strategy is essentially based on an increase in production capacity and the capacity for innovation, both of which have seen the company’s list of clients grow. The supply of e-bikes components has been the commercial focus through developing a specific product line, respecting the demanding criteria of this type of product.

Concerning sales volume, complete wheels for e-bikes have shown extremely interesting numbers. The ease of customisation of Rodi products and their high level of reliability, combined with an attractive aesthetic, are the key to the success of this range of products. Meanwhile, BLACKJACK, a Rodi Industries brand aimed at the premium segment, has been a success for more sporty products where weight and performance are the key to the choice and specification of customers.

BLACKJACK, a growing brand

The BLACKJACK collection features wheels and rims with modern lines, where the asymmetrical profiles have a distinctive design signature. The range comprises 11 models, each distributed with a width of 19mm up to 40mm between the claws. Taking into account the existing offer on the market, the BLACKJACK range is vast and includes specific models for road disc, gravel, cross country, enduro and mountain bikes.

The rapid growth of gravel bicycle models has had a significant impact on the presentation of new products. The Portuguese brand recently introduced a model, the READY23 ASY, which has been developed for the most challenging off-road routes. This model, available in a rim or full wheel version, is asymmetrical with rounded and fluid lines and is compatible with tubeless ready. At the hub level, the specification features 12x100 and 12x142 compatible shafts for Shimano or SRAM XDR.

In MTB, much sales success has been enjoyed by the READY30, a specialised product for e-MTB models with a system weight tested to 150kg. This robust construction has compatible versions for Shimano, Microspline and Sram XD. This version is available with two types of drilling (32 and 28), the latter being fitted with straight pull hubs, 15x100 and 12x148 axles, giving a sportier design.

The BLACKJACK collection also offers carbon models, 100% made in Portugal, with two models for road disc and MTB. The road disc offering includes a low profile (C35 Disc) and a high profile (C50 Disc) model. In addition, for MTB, there is the TR30 version, which is distinguished by being hookless, compatible for tubeless ready and asymmetrical, the perfect choice for those who enjoy strong emotions in demanding off-road routes.

Wheels for champions

The BLACKJACK brand has grown in sales and notoriety, not only through investment at the product/production level, but also due to a strategy of sponsoring reference teams and athletes in various sports.

In road cycling, BLACKJACK wheels equip the W52-FC Porto team, which has dominated the Volta a Portugal in recent years. In the mountain bike sector, BLACKJACK has a partnership with the Italian DMT racing team, which has won national champions from several countries and also Tiago Ferreira, European and World XCM champion. At Downhill, the brand is represented by European champion, Francisco Pardal.

Sustainability as a pillar of development

The Portuguese company’s growth strategy is complemented by a strong commitment to the preservation of our planet. A strict environmental policy maintains the objective of minimising the impact of its production activity on the environment. The raw material used in the manufacturing process and product packaging contains more than 50% recycled material. In addition, 96% of the waste resulting from the company’s productive activity is sent to final destinations such as recovery, regeneration, recycling and energy production.

This article is sponsored by Rodi.