Fuji's logo and "Conquer Your Mountain" tagline is a call to action for riders, retailers and all fans of Fuji. "Your Mountain" doesn't just stand for the climb you face on your weekly ride; it's any obstacle that stands in your way.

Fuji seeks to motivate its riders to confront and overcome their daily obstacles — whether it's attaining fitness goals, living a greener lifestyle or, quite literally, climbing cycling's most notorious mountain passes.




When Fuji was started in 1899, it was named after Mount Fuji, a Japanese symbol of strength and endurance. So perhaps it’s fitting that 117 years later the brand is still thriving. 

The mountain may be 12,000 miles away from our current headquarters, but its spirit inspires the way we think and how we operate. At Fuji we’re always on the lookout for our “mountains,” those seemingly difficult obstacles and challenges that stand in the way of becoming the best bicycle company in the world.

For us, these are opportunities. These are our moments to shine and to come out on top: stronger, wiser, faster and more efficient. It’s on the mountains where we thrive.


Fuji's success is based upon an innovative research-and-design process that allows the brand to develop products based on the performance needs of its sponsored professional athletes and then apply that technology to every type of ride. Fuji brings together engineers, mechanics and pro riders utilizing the racing arena as a laboratory for developing world-class bikes at the leading edge of technology. Each bike that Fuji creates goes through years of conceptual work, prototype building and testing before ever reaching a consumer.

We’re a century’s-old company and when it comes to making bikes that’s a long time. For us, it’s not about the number of years it’s about what we can say as a result of each of those years. When we talk to riders of all types, we hear the same thing: “My first bike was a Fuji.



Part of our responsibility as a leading bike brand is to contribute to the ongoing evolution of our sport. We’re committed to releasing innovative products that help our customers perform better.


Bikes are personal machines, and every bike fits a different need for a different type of rider. A Fuji will exceed your expectations of quality and performance. If it didn’t, we wouldn’t build the bike.