The Golden Goose was getting a bit too expensive to feed

A Quick Update Before We Get Back to Building Bikes

Just over a week into the Wildergoose launch and I'm already making changes.

More specifically, this relates to that oh-so-difficult subject... pricing.

Firstly, I just want to say thank you. The response to the Wildergoose has been incredible. The messages, emails and support has been relentless! It's been hugely rewarding to see so many people connect with the design and appreciate the thought that's gone into every detail, not to mention the orders.

Along with all the positive feedback, one comment has come up time and time again: "I love it... it's just outside my budget."

As a small manufacturer, that's not an easy thing to hear. I never wanted pricing to be the reason someone couldn't own a Wildergoose. At the same time, there wasn't a magic solution. The original pricing simply reflected the cost of materials and my labour. There are no inflated margins hiding in there, and a huge amount of work has gone into making the production process as efficient as possible.

After a lot of thinking, I realised I may have had my head in the sand a little with my ambition to source as much of the bike as possible within New Zealand.

By far the biggest cost on the Wildergoose, even more than my own labour, is the 3D-printed frame sections. Producing those locally became a goal simply because I could. It's pretty special that New Zealand has a company capable of producing world-class metal 3D-printed parts, and I wanted Süfur to be part of that story.

But not at the cost of making the Wildergoose harder for enthusiastic riders to get onto.

So I'm making a change.

From now on, the 3D-printed frame sections will be sourced overseas. The parts remain the same, but the savings are significant. That means I can offer a much more approachable Wildergoose while still hand-building every frame here in my New Zealand workshop.

I'll also continue partnering with local independent suppliers wherever it makes sense. Many of the machined components and the craftsmanship that go into every frame will remain proudly New Zealand made.

The goal has always been to build the best bike I possibly can and, just as importantly, get more people out riding them. If this change means more Wildergooses end up covered in mud instead of sitting on wish lists, I think it's the right decision.

Turns out the Golden Goose was getting a bit too expensive to feed.