2_4_DiscoverBenelux_13_Januar_2014_MADS_Scan Magazine 1 17/12/2014 15:23 Page 49
Discover Benelux | Special Theme | Cycling
The ultimate choice for bike enthusiasts, SWS's well-balanced, hand-built wheels will outperform and outlast any other wheel. This is never more visible than when they finish at the top of a podium.
Performing strict quality controls which larger companies feasibly cannot undertake, enables me to produce consistent wheels every time. A well-balanced hand-built wheel will outperform and outlast any machine-built wheel. It will feel more responsive and will stay true for thousands and thousands of miles.”
Expert experience Wheel building as a handicraft has been slowly dying out, but there is a core of dedicated professionals who are doing their utmost to keep it alive. In true Belgian style, Seminck grew up surrounded by bicycles and living next to the Flemish Ardennes means that his childhood was characterised by cobblestones and the annual Belgian Classic races. Experience in repairing wheels and problem solving across the whole spectrum of bicycle brands for years has taught Seminck valuable lessons, meaning that SWS wheels have been specifically designed to avoid these issues he has previously encountered. One substantial benefit to SWS’s small-scale production is its very close technical relationship
with his suppliers, each hand-selected based on the technology and quality of their components. Using only those parts that work – and will keep working for years to come – he guarantees that his wheels will be fully serviceable. Too often, mass-produced wheels are discontinued after a few months or years, leaving the customer no choice but to buy a brand new set. It is Sem inck’s goal to support his clients to the maximum so if they need a repair years down the line, he will definitely be able to fix it, providing outstanding service through unparalleled durability. As the only official DT Swiss Service Centre for wheels in Belgium and Luxembourg, Seminck has been servicing the renowned brand's wheels for years, thereby boosting his own wheel building skills even further.
Proven by performance The ultimate choice for bike enthusiasts, SWS's wheels have been proved to perform well, and this is never more visible than when they stand at the top of a podium. The decision to support several
teams and individual athletes has always been an inspired one. Currently at the top of the world standings for the 2014/2015 season, performances by the Dutch cyclocross rider Sophie de Boer and the Belgian paracyclist Diederick Schelfhout have definitely been helped by the durability and handling of their SWS wheels. Based on Seminck’s expertise and passion, anyone riding SWS custom-built wheels gets that extra-added push, enabling them to ride harder, faster and more comfortably. Akin to tailor-made suits or custom-made shoes, these wheels have enhanced properties that are designed and built solely for the client and intended to last. www.sws-cycling.com
This year, SWS is launching a brand new ‘exclusive and high-end’ wheel series at Vélofollies in Kortrijk, Belgium on 16-18 January. Be there! See page 40 for more information.
Issue 13 | January 2015 | 49
Promoting Belgium, The Netherlands and Luxembourg.