Josh Horowitz - a racer, team manager, and seller of subliminal motivation CDs for athletes - has created a bike brand that he says is an "acknowledgment [of] the risk and danger we face every day."
The Broken Bones Bicycle Company was formed; Interbike will be the first official outing for the brand.
Horowitz said: "I created Broken Bones as a tribute to the iron gut that all cyclists need to have. In cycling, it’s not a question of if you will break your collarbone but when and how often. Even at a recreational level, experiencing great bodily harm is more likely than not."
Horowitz has had personal experience of such injuries. In a track event he crashed and suffered multiple fractures.
"As I’m lying there in the hospital, a river of morphine running through my veins, I read through a cycling buyers guide. The cover featured a white bike with black accents and white lettering. The next page was a double page ad featuring a black bike with white lettering. A few pages later, a black bike with grey lettering. Page after page of colourless black, white and grey bikes. Very elegant, very tasteful, very European and unbelievably boring. "I thought surely my injuries are consistent with a more exciting sport? Why do the so-called extreme sports get to have all the fun? We lay it out on the line every single day and our bikes should reflect that."
He therefore gave his new bike brand the edgy name and put lime green accents on an open-mould carbon bike frame.
Interbike Las Vegas starts on Wednesday; the expo's Outdoor Demo starts later today.