Ethos Series

The Best Wheels We've Ever Made

NO COMPROMISES

We didn’t build Ethos to check every box. We built it to take the top spot on the podium.

That mindset led us to create six distinct Ethos platforms—each engineered around a specific strength target, weight, and ride feel. From all-new layup technologies, ultra-light Berd Spokes to the all-new Ethos-Ti70 Hubs, each piece of the puzzle has been considered to create the ultimate wheel for each discipline. Each wheelset is purpose-built and defined to excel in one riding discipline, delivering uncompromising performance where it matters most.

Lightest Ever

Wheelsets from 993g

Built for racers who measure performance in grams and seconds, Ethos SL is the lightest race wheelset. To achieve it, we developed an ultra-light layup design crafted from higher tensile strength and supremely light Toray T800 and T1000 carbon layers. This is built into a 20.5mm-deep rim profile to ensure power transfer and stability that racers will appreciate when the pace is full gas.

COMPLIANT AND COMPOSED

Obscenely light, ridiculously smooth

From SL to Enduro, Ethos wheels are engineered to be the lightest and most compliant in their category. With significantly shallower rim profiles, they’re tuned to harness the power of Berd Dyneema® spokes; increasing traction, vibration damping, and reducing rotational mass. The Ethos-Ti70 hub and its titanium freehub with a 70-tooth ratchet system deliver crisp, reliable engagement and power transfer. It’s a line of wheels that track better, weigh less and stay composed when terrain gets rough.

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RESILIENT AND RELENTLESS

We refused to trade reliability for weight savings

Even with lighter, more compliant construction, for each respective riding style, these are the strongest wheels we’ve ever built. From the design of the rim bead and profile to the variety of composites utilized, Ethos represents the pinnacle of carbon technology. The result is the most durable, light, and best riding wheels for each category.

Heavy Duty

The Strongest We’ve Ever Made

The HD rims are the most impact-resistant we’ve ever tested. Paired with the Alpina Extralite spokes, for the forces of eMTB powertrains and heavy impacts, it’s a system built for the biggest hits on the big bikes. Yup, Lifetime Warranty comes standard, although we don’t think you’ll need it.

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	Ethos SL 180	Ethos SL	Ethos XC	Ethos Trail	Ethos Enduro	Ethos HD
Riding Style	XC Race	XC Race	Cross Country	Trail	Enduro	Gravity \| E-MTB
Bike Rear Travel	110mm travel and under	110mm travel and under	100mm – 120mm travel	120mm – 150mm travel	140mm – 180mm travel	150mm – 200mm travel
Wheelset Weight	993g	1033g	1175g	1338g	1551g	1971g
Rim Depth	20.5mm	20.5mm	18.5mm	18.5mm (F) \| 19.0mm (R)	19.0mm	23.0mm
Impact Resistance Rating	105J+	105J+	115J (F) 135J (R)	135J (F) 155J (R)	155J (F) 185J (R)	190J

Optimized Torsional Flex

Ethos rims are intentionally shallow for a more compliant ride feel. Reducing rim depth lowers overall torsional stiffness, allowing the wheel to absorb impacts while simultaneously introducing the right amount of lateral deflection, keeping you glued to your line, particularly on rough off-camber terrain. The result is a wheel that wants to go faster, providing precise tracking without feeling harsh.

Wide & Reinforced Rim Bead

Ethos rims feature wider, flared rim beads that increase the contact surface area at the outer diameter of the rim. This broader interface helps distribute impact forces across a larger area rather than concentrating load at a single point, improving overall impact resistance and durability.

To achieve an industry-leading strength-to-weight ratio. The bead is reinforced with a flexible material to increase impact resistance on off-axis impacts.

On the trail, impacts are rarely evenly distributed across both rim beads; one-sided strikes are far more common. Using our impact testing equipment in Bellingham, we can drop wheels at controlled angles to replicate asymmetric impact conditions. The wide, flared bead reinforced with a flexible material was developed specifically to improve resistance to off-axis, one-sided impacts.

Concave Profile

The Ethos lineup introduces a concave profile developed to optimize torsional stiffness. This profile allowed us to reduce rim depth to improve compliance while fine-tune support, particularly when paired with BERD spokes.

Multiple sidewall shapes were prototyped and evaluated through controlled lab testing and back-to-back ride assessments. While measured vertical and lateral stiffness showed minimal variance between profiles, field testing identified meaningful differences in torsional response and load transfer. The concave profile demonstrated the most balanced torsional behaviour and consistent ride characteristics, becoming the shape of the Ethos lineup.

Raw Finish

All NOBL rims leave our high-end steel molds with a natural, raw finish without the need for post-production sanding and finishing. Producing a paintless carbon rim is more demanding, but the payoff is strength. Without post-production abrasion, the carbon fibers remain fully intact and encapsulated in resin, preserving their structural integrity. The result is a rim that’s not only cleaner in appearance, but inherently stronger.

Flatline Valves

NOBL Ethos Wheels feature a raised, flattened landing pad designed specifically for secure valve stem installation. This precise fit keeps the valve firmly in place, reducing movement and minimizing the risk of air leaks, keeping your tire pressure consistent.

Optimized Tubeless fit

For the best overall tubeless experience, the bead seat width and height, along with the drop channel diameter, are precisely engineered. Most riders will be able to install a tubeless-ready tire without the use of levers and inflate the tire fully without the use of a powerful air compressor.

Lifetime Warranty

All NOBL rims come with a lifetime warranty, call it ride insurance. If you break your rims while using the product for its intended purpose, we will send you a replacement rim at no charge; you will just pay the cost of shipping.

All new rim Profile

The Ethos lineup introduces all-new rim profiles built from the ground up to improve impact durability, ride feel, and discipline-specific performance. New molds flare outward at the outer diameter to form broader hookless lips, allowing the widest section of the rim to absorb impacts first and disperse energy efficiently into the sidewalls. The lip thickness tapers above and below this contact point, and each rim’s dimensions are tuned to its intended riding style. A flexible, impact-absorbing material is integrated into this area to enhance flexibility, increasing resistance to both vertical strikes and off-axis hits without adding weight.

From there, every rim depth, layup, and material choice is purpose-built: ultralight SL rims use higher tensile strength and supremely light Toray T800 and T1000 carbon. The added depth achieves the stiffness racers need for precise power transfer and high-speed stability. XC, Trail, and Enduro rims primarily use T700, which is more durable and allows shallower, more compliant profiles, increasing off-axis impact resistance. Depth increases progressively with riding aggression, and dedicated front and rear molds further fine-tune handling.

After extensive lab testing and real-world development, we landed on a refined concave sidewall shape that delivers the best torsional stiffness and ride quality, ensuring each Ethos wheelset hits the perfect balance of strength, weight, and control for its intended use.

Ethos Ti70 Hubs

The Ethos Ti70 hub was built to match the performance of Ethos rims and the world’s lightest spokes. Developed in collaboration with Berd and ERASE Components, it pairs a lightweight titanium freehub with a fast-engaging 70-tooth star ratchet system for a crisp 5.14° engagement, ensuring precise power transfer on every pedal stroke. Berd’s proprietary Hook Flange design makes spoke installation secure and straightforward while optimizing strength at the interface and maintaining compatibility with Berd PolyLight X spokes. At just 331g for a centerlock hubset, the Ti70 is a lightweight, durable, and highly efficient platform that maximizes the performance of Ethos rims and Berd spokes as a complete system, making it equally capable for XC racing and aggressive enduro riding.

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Berd Spokes

Made from Dyneema®, Berd spokes offer an industry-leading strength-to-weight ratio, up to 12 times stronger than steel by weight, while weighing less than half of traditional steel spokes. Their fibre construction naturally absorbs high-frequency vibrations, reducing trail feedback and improving traction while delivering a smooth, controlled ride feel that remains efficient under pedalling forces.

Ethos SL180, SL, XC, and Trail wheels use Berd PolyLight spokes to deliver lightweight, vibration-damping performance that enhances compliance, traction, and efficiency across these disciplines.

For more aggressive riding, the Enduro wheelset uses Berd PolyLight X spokes, which share the same fibre construction but feature a 50% larger diameter (2.7 mm) than standard PolyLight spokes. This increases stiffness by 44% and improves abrasion resistance, adding strength and impact durability while still maintaining significant weight savings and ride compliance.

Ethos rims were specifically developed to work in harmony with Berd spokes, with each rim’s flex profile carefully tuned to match the demands of its intended riding discipline, creating a wheel system that maximizes comfort, control, and durability without sacrificing performance.

The Ethos of Ethos

What would the perfect wheel look like for each discipline?
What if cost, complexity, and convention weren’t limiting factors?
How can we make the best wheels in the world?

NOBL was founded on a clear mission: to build the best-performing carbon wheels on the market, and Ethos became the natural evolution of that pursuit. Years in the making and shaped by everything we’ve learned about ride quality, durability, and efficiency, Ethos represents the purest expression of what we believe a mountain bike wheel should be. It’s not just lighter or stronger. It’s built to fundamentally ride better.

Ethos Series

NO COMPROMISES