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cycling industrial design +

new product development

Decades of experience helping visualize the future of cycling.

Hundreds of functionally, aesthetically, and commercially successful products.

At StudioWest we're passionate about advancing the state of the cycling art, balancing creative innovation with real world experience.

We've not just been designing frames, components, and accessories for 25 years, we've been riding, racing, and breaking them for over 40.  

By combining real world experience with creative innovation, we love to reshape and redefine what's possible.

Please scroll down to review our projects, experience, and qualifications.  Then drop us a line to discuss how we might work together.


60 years combined design & development experience, consulting & in-house.  Specialization in carbon fiber frame design and 3D CAD sculpting.

Cycling & design are personal and professional passions for us - we know Boost 148, we know BB386, we've even decoded portions of the UCI rulebook (!)

Bikes we've helped design have raced in Kona, in Moab, and on the Champs-Élysées, with podium finishes on the WorldTour and World Enduro Series, among others.

StudioWest Arevo Strata wide.jpg

Frame Design

While carbon fiber sculpting with automotive surfacing software is our specialty, we also helped shaped some of the first hydroformed

aluminum bicycles in the industry with Electra back in 2004.  We've also shaped frames of steel, titanium, and even thixoformed magnesium.

Components & Accessories

If it's related to the industry, we've probably worked on it - components, computers, headlights, helmets, bottles, cages, crankarms, trainers,

indoor cycles, tools, scales, pumps, dropouts, chainrings, fenders, aero bars, cargo boxes, spin bikes, taillights, packs, racks, hubs, saddles...

Cannondale  |  bottles + cages
Components 2016 2kx600
Bicycle lights 2016
CycleOps Indoor Cycle
New Balance _ sunglasses intro
CycleOps hub
Saddle render
CycleOps _ computer 2kx600


While designing product for over 150 brands, we've learned how to successfully integrate with product development workflows at companies of all shapes and sizes.  We'll play as large or small a role as you need, working alongside your marketing, engineering, and manufacturing resources.


Fluent in advanced surface modeling and concept visualization in both 2D and 3D.  Expertise in class-A surfacing with Alias Studio; experience blending sculptural surface models (Alias) with engineering CAD (Solidworks) to create complex assemblies not possible with either tool alone.


We've worked on road bikes from cutting-edge racers to fondo-friendly endurance rigs.  Have worked with international teams on pioneering superbikes optimized with computational fluid dynamics, and have worked on daily cruisers retailing for 90% less.  Mostly carbon but also steel, aluminum, magnesium (!) and Ti.


We've shaped hardtails, cross-country racers, all-mountain cruisers, enduro frames, downhill rigs, off-road singlespeeds, gravel bikes, and cyclocross frames.

Whether rigid, flexible by design, or fully suspended, the goal is to maximize structural integrity, optimize dynamic performance, and redefine aesthetic excellence.

TT / Triathlon

Knowing from personal experience how important a well-thought out complete aero system is for athletes, we've developed from the ground up innovative time trial and triathlon solutions for major brands that have been raced at Kona and on the WorldTour, in both UCI-legal and anything-goes triathlon only formats.


Some are built for utility, for efficient commuting practicality.  Others are crafted for style...the beach cruiser, the throwback design...nostalgia for a simpler time.  We believe the best designs combine both - thoughtful design with a flair for the elegant.  At StudioWest we take to heart that the bicycle is a thing of passion.


We're named on hundreds of patents and 10 international design awards including 4 Eurobike Gold Awards.  Bikes we've helped design have seen podium finishes at the Tour de France, World Enduro Series, and several national championships.  Niner Air 9 Carbon named one of the 25 most important bicycles ever designed by MBAction.

Clients & Brands

Some of the 150+ brands for which the principals of StudioWest have designed millions of dollars of product over 25 years...

The StudioWest Team

Who are we?  A couple of guys who created this firm to pursue work we're passionate about, with dedication and personal integrity.

Industrial designers, weekend athletes, and all-around decent guys Doug Golenz and Bill Stephens teamed up with over 50 combined years of professional design experience, then added other like-minded, talented individuals who share the same drive, positivity, and commitment to excellence.

Portfolio   |   Road

Click any image for a larger view

Click any image for a larger view

Factor  |  Vis Vires
Factor  |  Vis Vires
Road bike detail
Raleigh  |  Pro-Conti Team Frame
Time trial bicycle concept
Time trial bicycle concept
Time trial bicycle concept
TT aero bar design
Triathlon bike concept
Raleigh  |  Road frame design
Raleigh  |  Pro-Conti Team Frame
Factor  |  Vis Vires 1st sketch
Factor  |  Vis Vires
Factor  |  Vis Vires
Raleigh  |  disc brake frame detail
Niner  |  Air 9 Carbon
Niner  |  Jet 9 Carbon
Niner  |  Air 9 Carbon
Raleigh  |  Skarn
Carbon swingarm
Niner  |  Jet 9 Carbon
Hardtail MTB frame
Downhill racing frame
Niner  |  Jet 9 Carbon
Niner  |  Rip 9 Carbon
Niner  |  Rip 9 Carbon
Niner  |  Air 9 Carbon
Raleigh  |  RXC 'cross
Niner  |  Jet 9 Carbon
Niner  |  Air 9 RDO

Portfolio   |   MTB

Click any image for a larger view

Portfolio   |   Urban

Click any image for a larger view

Columbia  |  retro cruiser
Electra  |  cruiser
Electra  |  Indy + Vince
Columbia  |  retro cruiser
Raleigh  |  urban commuter
Electra  |  retro cruiser
Raleigh  |  CitiBike commuter
Columbia  |  retro cruiser
Electra  |  Hellbilly
Raleigh  |  CitiBike commuter
Columbia  |  retro cruiser
Electra  |  Straight 8

Portfolio   |   Cycling Products

Click any image for a larger view

Cannondale  |  bottles + cages
Bicycle lighting concepts
New Balance  |  sunglasses
Bicycle trainer
CycleOps  |  indoor cycle
Road bike saddles
Cannondale  |  technical animation
FreeMotion  |  studio cycle
Cannondale |  technical illustration
Cannondale |  technical illustration
LeMond Fitness  |  trainer graphics
Cycling computer
Gravel bike saddle concept


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