About Us

In 2012, NOBL founder Trevor Howard began building wheelsets as a side hobby, using rims sourced from a variety of manufacturers. But with his background in aircraft composites, and an engineer’s knack for tinkering, Trevor began to realize there was potential to create a stronger wheel. He began experimenting with carbon layup tweaks, creating the foundation for the development of our first products. 

By early 2014, NOBL had designed and launched its first unique and proprietary rim. The 27.5″ TR38: burly, stiff and hookless. It would prove to be a game changer for aggressive riders who opted for high volume tires. 

Later that year, seeing the demand for a wide and strong MTB rim from the 29er crowd, the 29″ TR36 was released. For the demanding XC rider, the TR28 was also conceived. 

In 2015, the first complete NOBL wheelset was born. A partnership with Onyx Racing Products resulted in the NOBL hub, with instant engagement and the lowest drag in the industry. Utilizing a 15mm specific design to shave weight and increase durability, the hub shell also played homage to NOBL rim design with its asymmetric shape.

A relationship with Sapim Spokes and Nipples was forged in June of 2016, paving the way for NOBL to become an official distributor in Canada.

In September of 2016, NOBL expanded its facilities and team into a larger warehouse in Abbotsford, BC. With these new facilities, NOBL was able to dedicate efforts into testing new molding and layup techniques. NOBL also readies the TR33 for production, a 29” XC rim.

In 2017, NOBL launched their first ever gravel and cyclocross rim, the CX28. 

The popular TR38 was redesigned in late 2018 with a new mold and production process for increased strength, and for the first time ever, became available as a 29er. NOBL also developed new molds for the TR33 and TR36, with an all new production process leaving them both stronger and more scratch resistant.

In January 2018, NOBL moved into an all new warehouse and shop in Yarrow, BC just minutes from the world class riding at Vedder Mountain. 

After years of research and testing, The Sinewave Collection was launched in January 2020. Featuring a unique layup and mold design to optimize for a balance of compliance, strength, and lightness, the TR32, TR37, and TR41 became NOBL’s premium rims.

In August of 2020, a new NOBL HQ was established in the Comox Valley on Vancouver Island. 

Between 2020 and 2022, NOBL’s operations doubled in size. With the larger team and demand, a larger building was purchased in Cumberland, BC to become the future home of NOBL.

In 2022, the TR35s were designed and added to NOBL’s Sinewave Collection to meet the need for the wider tires used on modern XC and down country bikes. On the dropbar side, the CR/HR45s were developed and released to flesh out NOBL’s gravel and road offerings with a deeper, aerodynamic profile. Rims were designed to be mixed and matched with their 35mm deep counterparts depending on ride intention.

In July of 2023, the doors were thrown open to our new showroom in Cumberland, BC. Nestled right on the main drag, Western Bike Company is a stone’s throw away from the trail network, burritos and cold beer.

After years of development, in September of 2023, our G2 rims were launched. Featuring key changes to the materials we use during construction and layup schedules, the new rims boost impact resistance by 40% across the board. G2 rims were further refined with new laser-etched graphics.

In February 2025, NOBL opened its doors to its new USA wheel-building facility and distribution center in Bellingham, Washington. , NOBL’s American facility embodies our mission to deliver a premium customer experience, offering duty-free shipping and faster lead times to American customers.