It’s always been more than just a helmet thing, or a simple bike or snow thing. It’s about the ride. Specifically, your ride. Giro exists to enhance your connection to the ride, and the feelings it brings to life. The sense of freedom and adventure. The desire to win. The joy of living well. From that first day 30 years ago when Jim Gentes opened their doors to the world, they've been on a mission to make sure that riding is the best part of a great life. Along the way, they've learned a great deal, created some notable products, endured some mistakes, pushed themselves and their competitors to go further, and made friends across continents and generations.