I’d left England basking in some early spring sunshine, but Iceland’s international airport, Keflavik, was sitting under a heavy blanket of slush as the plane touched down. Snow was blowing in from the north, and as I waited for the final journalist to arrive for the press trip, I was glad I’d packed my winter boots and thick, windproof clothing.
As I waited, there was time to grab a bite of the country’s unofficial national dish – the hotdog – as well as a few chocolate-milk-based calories, before we made a quick dash to a jacked-up 4x4, built to tackle the very roads we’d be riding on Lauf’s new bike the next day…
Havin’ a Lauf
Iceland may not be known as a hotbed of the cycling industry, but Lauf has been ploughing its own furrow for the last five or six years and the people behind the brand were keen to tell their story. They’re rightly proud that the company has gone from a quirky brand producing a niche mountain-bike product, to becoming, arguably, one of the most influential gravel brands around. I ask company founder and CEO Benedikt Skúlason why it went to a direct-sale model two years ago, focusing mostly on the US but happy to
