Who We Are

We want to go further, faster more beautifully. To always get better. To keep proving and improving the things we create. It’s in this pursuit that we find meaning and a never ending purpose.


Loretta and Carl

Carl and Loretta Strong

Founding Partners

Carl, Managing Director & Loretta, Photographer and Director of Finance

For 25 years, Strong Frames has manufactured frames of all types and materials for thousands of clients. Carl and Loretta have been passionate members of the custom bicycle industry and are known for attention to detail and customer satisfaction.

“Carl is really one of the stand-out characters of the small framebuilding community in his dedication to raising the bar of professionalism for this corner of the industry. Through mentoring other builders in refining and improving their customer service experiences or business practices, his name comes up frequently as a resource and a guide in discussions with the more prominent sect of builders in the US and the UK.” -Bike Rumor

Bill Cochran France

Bill Cochran

Founding Partner

Bill is a giver. He would like to say he rides as much as he gives, but that would be an understatement. He has served on numerous non-profit boards, sponsors countless charitable events, and continues to develop relationships for advocacy throughout the cycling community. Bill has a passion for cycling that takes him all over the world and a broad knowledge base informed by over 30 years of experience in the industry as a mechanic, wheel builder, manufacturer and shop owner. Bill’s skills on and off the road make him an excellent asset.

Jared Nelson PhD


Jared W. Nelson, PhD

Founding Partner

Director of Engineering and Assistant Professor of Mechanical Engineering at SUNY New Paltz.

While studying for a B.S. in Philosophy from Bates College, Jared worked in the bicycle industry in positions ranging from sales to manufacturing at companies like Spinergy and Seven Cycles. An opportunity to focus on production management and manufacturing engineering led him to MacLean Quality Composites, where he worked on growing the composite tubing sector and developing the first automotive exterior carbon fiber body panel to be used as original equipment. During that period, he pursued a B.S. and M.S. in Mechanical Engineering from the University of Utah, where he specialized in composite bonding for automotive applications. In 2013, he completed his Ph.D. in Mechanical Engineering from Montana State University, where he studied the effects of typical composites manufacturing defects. He’s also lent his composites expertise to Strong Frames, where he serves as an adviser.

Erik Rolf

Head Of Manufacturing

Erik has been immersed in the cycling industry since he got hooked on mountain bike racing and joined the local group ride in Hailey, Idaho as a sixth-grader. His passion turned into a job at a bike shop during his high school years, and he developed an interest in cyclocross and gravel riding while studying at Montana State University in Bozeman. After graduating with a degree in accounting, Erik started working with Carl as an apprentice at Strong Frames in 2008 and launched his own company, Alliance Bicycles, where he designs and builds custom steel and titanium frames. At Pursuit, Erik works with Carl, Jared, Jeff and Bill to transform design and engineering requirements into top-of-the-line carbon fiber bicycles.


Key Partners

We are lucky to have a lot of great people working with us. Without the many talents brought together and pointed toward Pursuit, we’d never be able to do it. We’d like to thank some of our most important partners.


Jeff Wyatt

Design Engineer – Pinion Engineering

Jeff is a Bozeman-based design engineer and lifelong cyclist. He’s demonstrated a natural understanding of Pursuit’s goals and aesthetic right from the start. Jeff is the founder of Pinion Engineering, an engineering and design consultancy that developed a reputation among Bay Area design firms for bringing renderings to life while adhering to design language and requirements. During the two-plus decades Jeff has worked in the field, he’s developed a mastery of CAD, worked on numerous patented products, and won prestigious design awards like the Red Dot. Jeff and his team are responsible for industrial design, modeling, renderings, ply shapes and mold design.

Todd Heckeler Consume Design

Todd Heckeler

Website Design – Consume Design

Carl and Loretta have been working with Todd for nearly 20 years at Strong Frames. A self-professed bike geek with a unique combination of creative and technical skills, Todd can build just about anything web-related and make it look good.

Meggan Bocks and Sam Buxton

Graphic Design – Vega Creations

Meg and Sam are the creative force behind our graphic design. From our logo and branding to our one of kind annual paint theme. With over 20 years of design experience, they know how to get right down to the soul of our efforts.

Ollie Cleveland

Paint – Dark Matter Finishing

Our relationship with Ollie goes back quite a long time. Before going out on his own, he was the lead finisher at the company Strong Frames had been using for 20 years. When we learned that he’d gone out on his own we couldn’t be more excited.

John Groth

Tool/Mold Making – Southwest Composites Works Inc.

Mold and tool making is the only profession John has ever known. His three brothers and father are all in MFG, it’s in his DNA. John and his team make our molds. They have done a great job and we really enjoy working with them. They celebrate 25 years in business this year and that experience is obvious, they really know what they’re doing.