The Instagram site is awesome.

Side note: In some respects, I think those guys from NorCal are full of crap proclaiming to be the founders of MTB. And to boast the first to use this or that tire / wheel size(s). Matter of fact, there were other frame makers in the US specific to offroad / mtb long before Ritchey and Fisher. I will however give them credit for marketing success.

Interesting today how off road 'bike packing' is taking on.