HERO — Gravel bikepacker in the badlands, golden hour
Lone cyclist on a fully-loaded gravel bikepacking rig riding through American Southwest badlands — burnt-orange and rust-red layered rock formations stretching to the horizon, fine dust kicking up from the rear wheel. Late golden hour, long shadows, sun low behind the rider haloing the frame. Cinematic wide drone shot from rear three-quarter, rider small to emphasize scale. Warm earthy palette of clay rust, charcoal shadow, cream sky. Documentary editorial style, shot on 35mm with subtle film grain. Lower third of the frame is darker/in shadow to support text overlay. No team kit branding, no logos visible.
Built for the long road — Est. 2026
MARGINAL
GAINS.
Watts you can measure. Grams you can shave. Seconds you can find. A practice for cyclists, triathletes, and ultra-distance athletes who treat training like a craft — with the clinic, the kitchen, and the coach to back it up.
The Practice
Three disciplines.
One pursuit.
LAB — Athlete on fit jig
Triathlete on a high-end road bike clipped into an indoor performance fit jig, reflective motion-capture markers on hips, knees and ankles catching IR camera light. Charcoal-painted studio walls with a single clay-painted accent wall behind the rider. A fitter in plain dark t-shirt in the foreground out of focus, holding an iPad. Soft overhead softbox lighting, almost surgical. Clinical but warm — no gym mats, no fluorescent glare. Editorial 35mm. Brand palette: charcoal, clay, cream.
LAB
The Fit
Bike fits, run gait analysis and personalized strength plans — built with the rigor of a physiotherapy clinic, not a guess from a YouTube video.
NUTRITION — Workshop flat-lay
Top-down flat-lay on a dusty workshop bench: amber-glass kitchen scale, two kraft-paper jars labelled MALTO and FRUCTOSE in handwritten ink, a stainless steel scoop dipped into one jar, a clear sports flask half-filled with pale gel, a hand-written recipe card on lined paper, a small ceramic dish of salt crystals. Soft warm window light from the upper left, long shadows. Cream paper background. Editorial food-shoot styling. No plastic packaging, no commercial branding.
NUTRITION
The Mix
Mix your own gels: optimal carb ratios, creatine, electrolytes. Race-grade fueling for a fraction of the supermarket markup.
COACH — Phone in the wild
Close-up of a cyclist's sweat-flecked forearm holding an iPhone showing a fitness app dashboard, the bike's stem and brake hoods just visible at the bottom edge. Background is out-of-focus red-rock terrain at dusk. Natural light, warm key with slight cool blue shadow contrast. The phone screen shows a soft glow with abstract clay/cream indicators — no specific UI text. Documentary editorial.
COACH
The App
Marginal Gains Coach on iOS. Adaptive training, recovery tracking, and the same numbers we use in the lab — in your pocket.
Built For
The events that
don't fit in a stadium.
Atlas Mountain Race. Tour Divide. Kona. Western States. UTMB. Race Across France. The Badlands. We're built for the athletes whose finish lines are somewhere very far away.
GRAVEL ULTRA — Sunrise ridge
Two riders cresting a desert ridge at sunrise on bikepacking bikes loaded with frame bags and feedbags, dust trail catching first warm light, badlands stretching below to a hazy horizon. Wide cinematic frame, warm pastel sky, riders silhouetted. No kit branding. Editorial, shot on full-frame at golden hour, warm color grade.
TRIATHLON — Open water start
Open-water swim mass-start at first light, dozens of swim caps cutting through a calm dark lake, a single buoy in middle distance, low sun reflecting on the water as scattered golden flecks. Shot from waterline, slight chop, hazy warm atmosphere. Documentary editorial, no race-brand caps, no logos.
ULTRA TRAIL — Alpine scree
Solo trail runner crossing a high-alpine scree field at sunrise, headlamp still on against breaking daylight, snow patches and dwarf pines in foreground, jagged mountain ridgeline behind tinted warm by first light. Documentary wide-angle, warm sunrise palette, no sponsor bibs visible.
IRONMAN BIKE — Desert highway
Lone triathlete in plain charcoal trisuit on a TT bike on an empty desert highway, deep aero wheels, low aero tuck, helmet visor down, heat-shimmer rising from the tarmac. Mid-frame, long telephoto compression, warm late-afternoon light, distant mesas. Editorial, no race-brand kit.
Philosophy
Small things,
added up.
PHILOSOPHY — Drivetrain detail
Tight macro detail of a waxed bicycle chain wrapped around a chainring, fine red desert dust coating the surfaces, a single bead of water on the metal catching the light. Hard side-light from the upper right, deep charcoal shadows behind. Editorial fine-art still life, the kind of frame that runs full-bleed in a cycling magazine. Brand palette: charcoal, clay rust, hint of cream where light hits the dust.
Sir Dave Brailsford put a number on it: a 1% gain in everything you touch, compounded over a season. That's the whole game. We don't sell magic. We sell the unglamorous half-percents that quietly turn an enthusiast into an athlete who finishes.
Position on the bike at hour eight. The right carb ratio when your gut is already in a fight. A coach who reads your week and adjusts the next one. Ceramic bearings if you really want them. None of it transformative on its own. All of it transformative together.
The Shop
The hardware
behind the watts.
Ceramic bearings. Waxed chains. Aero kit. Bikepacking essentials. The components we actually run on our own bikes, curated and explained.
SHOP — Hero product still-life
Editorial product still-life on a flat dark slate slab: a single ceramic-coated bottom-bracket bearing standing upright, a coiled waxed road chain beside it, a brass-handled chain breaker tool, a folded soft cleaning cloth. Single hard light from upper-left, deep shadows, fine red desert dust across the slate. Charcoal-and-clay palette, no labels visible.