Sullivan Reed

Sullivan Reed has been flying the NOBL flag for over four years so it’s safe to say he’s a #NOBLfamily veteran. When he’s not wrenching on a bike or reading up on the latest cycling tech, you’ll find him out in the woods with a shovel, punching in aggressive freeride lines that put our wheels to the test time and time again.

This year Sull is riding a 2021 Norco Shore rolling on NOBL TR41’s.

From XC To Freeride 

Raised in Prince George and calling the Lower Mainland home, Sull’s BC roots reflect the diverse nature of his riding experience. From his younger days spent racing elite XC to his newfound love for building and hitting huge freeride features, he’s the type of rider who’s hungry to explore every inch of trail he comes across, including the air above.

Q & A with Sull

What are you passionate about, outside of the cycling realm?

Even when I’m not cycling I still enjoy getting outdoors and exploring local mountains on foot. If I’m not out exploring, then I’m probably at home with my feet up reading up on the latest tech release.

What tunes do you play while working on your bike in the garage?

I’m a big rock/alt rock fan, anything from Metallica to Linkin Park to Matchbox Twenty. I’ll either listen to the radio or have one of my playlists on in the background.

Where is your favorite trail? Why?

Chutes & Ladders at my local hill because it’s gnarly as all Hell and scares me every time I ride it.

2021 Norco Shore Bike Check

Shifter: SRAM GX Eagle w/ BikeYoke I-Spec EV Adaptor, Derailleur: SRAM GX Eagle w/ BikeYoke Shifty,
Cassette: SRAM XX1 Eagle XG-1299 Oil Slick 10-52T, Chain: SRAM XX1 Oil Slick,
Crankset: SRAM GX Eagle 32T, Chainring: SRAM X-Sync 2 SL 32T,

Shifter: SRAM GX Eagle w/ BikeYoke I-Spec EV Adaptor, Derailleur: SRAM GX Eagle w/ BikeYoke Shifty,
Cassette: SRAM XX1 Eagle XG-1299 Oil Slick, Chain: SRAM XX1 Oil Slick,
Crankset: SRAM GX Eagle, Chainring: SRAM X-Sync 2 SL 32T,

“When I first set my eyes on the updated and more modern looking Shore I knew it was the bike for me, big travel numbers, burly aluminum frame and it screamed freeride.”

Keeping It Clean

I prefer a clean setup with shrink-wrapped cabling. BikeYoke I-Spec adaptors allow Shimano brakes and SRAM shifters to mate together nicely with a single clamp per side of my handlebar.

Smooth As Possible

If you look close enough you may notice a Shimano Polymer cable, combined with BikeYoke‘s Shifty for the smoothest possible shifting performance, think Avid Rollamajig Circa 2001.

“With little touches of oil slick components throughout, it has some bling without being over the top.”

Front Fork + Rotor

Fork: Fox 38 Factory 180mm
Rotor: Shimano RT86 180mm 6 Bolt

 Extra Bling

Decal: Grizz Tours
Remote: One Up / BikeYoke I-Spec EV Adaptor

Shock + Pedals

Suspension: Fox DHX2 Coil 180mm
Pedals: One Up Alu Flats

Saddle + Post

Saddle: Title JS1
Post: One Up V2 180mm

Bars + Stem

Bars: Title AH1 35 780mm
Stem: Title ST1 35 40mm

Brakes + Grips

Brakes: Shimano XT 4 Piston BR-M8120
Grips: Ergon GE1 Slim Oil Slick

TR41 + I9 Hydra

TR41 rims are my wheels of choice when building a no-compromise freeride sled! With Sapim D-Light spokes laced to Industry Nine Hydra hubs these wheels zing!



Maxxis tires (27.5 x 2.5) with the 3C MaxxGrip compound are my go-to, I went with the old standard DHF front and rear with DH casing for that amazing sidewall support and durability.

Inspired? Build Your New Wheels Now

Configure TR41 Wheelset