Connecting People to the World Through Cycling. For more than three decades, we have believed that cycling is more than transportation. It is a way to explore, to connect, and to experience the world more deeply. Since 1995, Jieda Trading has helped hundreds of thousands of riders begin their journeys. Through our network of retail stores, 30+ cycling clubs, and community programs, we inspire more people to discover the freedom, health, and sense of belonging that cycling can bring. We do more than provide products and services. We cultivate a community built around movement, adventure, and human connection. From children learning to ride for the first time to families exploring together and riders pushing their limits, we believe every ride has the power to enrich lives. As we look ahead, we remain committed to connecting people with one another, with their communities, and with the natural world through the simple act of riding a bicycle.