Chapter 2 Bikes

Chapter 2 is the culmination of Mike Pryde’s lifelong vision, born from a deep-rooted passion for both high-performance cycling and uncompromising design. Built entirely from the ground up, the brand seamlessly pairs category-defining products with a strikingly unique aesthetic that is deeply anchored in New Zealand’s rich culture and landscapes.

From collaborating closely with premier local design agencies to obsessing over the finest details of the digital experience, Mike was intimately involved in directing every single aspect of the brand's creation. This meticulous, hands-on approach to design and strategic partnerships has not gone unnoticed; it has earned the brand numerous prestigious Best Awards from the New Zealand Design Institute—including two highly coveted Golds. Ultimately, Mike's unwavering commitment to authenticity elevates Chapter 2 above a sea of industry uniformity, delivering a premium product and a brand experience that truly looks and feels personal, and speaks differently from anything else on the market.

Initial Brand Design & Logo produced by Onfire.

Marketing Agency: Divine Agency.

2002

Gold-colored circle with the word “Gold.” in white text

2018 & 2019

Silver logo in white text inside a gray circle

2021

Bronze circular badge with white “Bronze.” text

2022 & 2024

Minimalist graphic displaying “CHAPTER 2” in teal text beside a white geometric logo on a teal background.
Open cycling magazines and brochures featuring bicycles, cyclists, mountain landscapes, and cycling product photography arranged on a black surface
Black booklet with the words “Explore the Road Less Travelled” and a turquoise logo on a dark background
Cyclist wearing a white helmet, sunglasses, and turquoise cycling jersey beside a stone building
Researchers testing a bicycle in a wind tunnel while monitoring data on computers
Blue Chapter 2 bicycle frame and mountain-themed cardboard box inside a shipping package
Cyclists and horseback riders outside the historic Whangamomona Hotel in New Zealand
Cyclist riding a mountain bike along a gravel trail through rolling golden hills under a cloudy sky
Close-up of a white and gold road bicycle frame, black fork, and tire against a brown background
Close-up of black and gray road bicycle components, including a Shimano derailleur, brake cables, and carbon fiber frame.
Close-up of a black bicycle wheel with radial spokes, carbon rim, and Campagnolo quick-release skewer
Desktop computer displaying a cycling website with a cyclist riding toward the finish line, surrounded by race spectators and safety barriers.
Open cardboard shipping boxes containing framed artwork wrapped in protective white paper.

About Us

Cyclist in a black and neon yellow cycling outfit riding a turquoise road bike on a forest road.

Locations

Auckland, New Zealand

But often cruising at 30,000 ft.

Mike Pryde is a New Zealand architect, designer, and cyclist whose work bridges performance engineering and bold aesthetics. After beginning his career at renowned architectural firms Foster + Partners and Aedas, he transitioned into industrial design and brand management in 2004.

In what he calls his "Chapter 1," Mike established the NeilPryde Bicycles division. Collaborating with Designworks, he designed over 15 acclaimed bicycles that earned Red Dot, IDSA, and New Zealand Best Design Awards. His frames quickly proved themselves at the elite level, securing major victories for the UnitedHealthcare Pro Cycling Team and a USA Cycling Pro Criterium National Championship.

In 2017, Mike and his father, Neil, founded CHAPTER2 in Auckland to create beautifully crafted, world-class frames with a boutique, personal spirit. The brand immediately stepped onto the global stage, supplying frames to Team Bigla and delivering headline results at the Giro Rosa and the 2020 New Zealand National Road Race Championship.

Today, channelling over 30 years of multidisciplinary experience, Mike leads Brand and Formworks Studio Limited—a consultancy bringing strategic, product-led expertise to a wide range of design-forward businesses.