Meet the team

Get to know the powerhouse team behind Stiffi! Fueled by a love for fixed gear riding and an unwavering passion for style, we're the trendsetters of the cycling world. From the sleek streets to the bustling urban landscape, our team is dedicated to crafting not just wheels, but statements. We blend performance with panache, delivering wheels that not only ride like a dream but look like one too. Join us on the journey where form meets function, and every pedal stroke is a celebration of style and substance.


Steve Atkinson - Founder

As the founder of Stiffi Wheels, Steven Atkinson embodies a relentless dedication to meticulous design and aesthetics. With an unwavering vision for unparalleled quality, Steven's passion for wheels stems from his profound love of bikes. From downhill to trials, mountain to road, and fixed gear, he has traversed the diverse terrain of cycling, acquiring a deep understanding of the nuances that define exceptional wheel craftsmanship. Fueled by a commitment to innovation and precision, Steven channels his expertise and fervour into every aspect of Stiffi Wheels, ensuring that each product reflects his uncompromising standards and reflects the soul of true cycling excellence.

Geoff Pryor - Sales and Account Director

As a passionate Sales and Account Director, I thrive on the exhilarating intersection of people and sales, fueled by a love for both. My journey in cycling, stemming from marathons, ultra marathons, and Ironman competitions, mirrors my approach to life and business—driven, resilient, and constantly evolving. My dedication to pushing personal limits aligns seamlessly with the ethos of Stiffi Wheels, a fun-loving, thriving company that embodies innovation and excellence in the cycling industry. I am deeply inspired by Stiffi's commitment to crafting high-performance wheels while fostering a vibrant community of enthusiasts. I am eager to bring my passion, drive, and strategic mindset to contribute to Stiffi's continued success. Together, let's pedal towards new horizons and redefine what's possible in the world of cycling.

Elaine Boyle - Marketing and Communications Director

Elaine Boyle is a dynamic force in the world of marketing and communications, leveraging her expertise to drive impactful strategies and initiatives. As the Marketing and Communications Director, she orchestrates compelling campaigns that resonate with audiences and elevate brands to new heights. Beyond her professional role, Elaine thrives as an events coordinator, seamlessly bringing ideas to life and ensuring every detail is perfect. With a keen eye for social media trends, she crafts engaging content that captivates and inspires. Off-duty, Elaine is known for her adventurous spirit as an epic bike rider, and pushing boundaries of what's possible. But perhaps her greatest quality is her infectious joy and fun-loving nature, effortlessly making those around her feel uplifted and inspired to be their best selves. Elaine Boyle isn't just a marketer; she's a catalyst for positive change, both professionally and personally.