About us.
The Founder.
Hi, I’m Alex. A Midwest native, I’ve spent time living on both coasts and have been fortunate to have had the opportunity to travel and meet many interesting people. I’m a cyclist, designer, and craftsman. I take pride in using my imagination and hands to create or improve things in a way that make sense to me. I trust my intuition and do my best to respond accordingly. With Cartwheel, my intention is to provide a thoughtful option and inspire people to do more of the things they love using a bike. It’s been an interesting and rewarding process. I’m grateful for the all the people I’ve met, the encouragement and feedback, and those who have helped me along of the way. I hope you enjoy the Cartwheel bike box as much as I have enjoyed the journey.
Tailwinds!
PS - I use my Cartwheel Bike Box to conveniently and securely transport my weekly haul from the South Shore Farmer’s Market and other groceries, improvised picnics at Chill on the Hill in Humboldt Park, stuff for the beach, commuting, any trip requiring a bag, and to occasionally accommodate a lady friend’s handbag ;)
The Story.
Thinking back, the inspiration for what is now Cartwheel began on a chilly Wisconsin ride in early spring of 2018. I remember it well. It was the morning of Ronde van Vlaanderen (Tour of Flanders), one of the most prestigious road races on the international calendar that takes place in the Flanders region of Belgium each spring. Niki Terpstra of the Netherlands ended up taking the day.
As I rode south that morning, subconsciously towards warmth (Wisconsin can be like Belgium that time of year), I found my mind wandering as the miles got longer and was considering ways to create something useful from discarded pallet wood - yup, I’m a little eccentric that way. At the time, I happened to be working for a company where pallets were routinely burned as a means of disposal and I hoped to come up with something useful.
As a cyclist, my first thoughts were instinctively bike centric. I’ve often seen plastic milk crates zip-tied or otherwise rigged to rear racks for utility. Acknowledging that functionality and embracing the design principle of “form follows function” (Louis H. Sullivan), I thought that I could create an even better option tailored specifically for cyclists.
The first prototypes were created out of up-cycled pallet wood. Although I loved the concept and tried to make it work, in the end, the pallet wood proved difficult to work with, cost prohibitive (considering the labor involved to process the reclaimed wood) and not suited to producing a consistent product. Eventually, I chose white oak for it’s natural beauty and superior weathering characteristics.
Each Cartwheel Bike Box is handcrafted, assembled, finished and branded locally in the beautiful Driftless Region of Wisconsin, USA. We hope that the Cartwheel bike box inspires you to do more of the things you love on a bike!
The Brand.
Considering a name for the product and company followed a similar trajectory and learning curve. In both cases (which included several iterations, tested prototypes, and feedback from people willing to offer personal opinions and suggestions), it started with an idea and was refined to what is now Cartwheel.
Initially, we called this project Milk Run in reference to a phrase which originated in the Midwest - literally describing the daily delivery and pickup of milk bottles by the “milkman” (or woman) making numerous local stops along their route. The phrase was later adopted during World War II by pilots referring to a relatively easy mission. Now the phrase is commonly used when referring to mass transit routes that make all the local stops vs express lines.
Although we thought Milk Run was catchy and fitting to our Midwestern roots (Wisconsin is “America’s Dairyland”), we received an overwhelming amount of feedback that the name Milk Run could be uninviting to people sensitive to animal and dairy products. We hadn’t considered that, as we now live in an era where almost any plant, bean, or grain can be processed and marketed as milk.
In response to that feedback, we pivoted and named the brand Cartwheel to invoke a playful and adventurous feeling! We strive to create products that are inspirational, inviting, thoughtfully designed, and aesthetically appealing. Whether you’re a dedicated rider or have just recently become open to biking as an option, Cartwheel products are made for everyone.
The tone that we’ve set with this project is casual, lighthearted, and collaborative. While we’ve had fun, our products are designed to meet the highest standards and are manufactured using the highest quality materials.
We hope the brand name Cartwheel evokes the playful and adventurous side in all of us while retaining a sense of purpose and commitment to high standards in design and craftsmanship.
Cartwheel Internships.
Cartwheel currently partners with the University of Wisconsin - Milwaukee by offering a semester internship for college students interested in entrepreneurship. This role provides an opportunity for students to work one-on-one with the founder of Cartwheel to gain firsthand experience and work through the challenges of a start-up.
Pictured is Sophia, the very first Cartwheel intern! She started working for Cartwheel even before the product was launched. Sophia spent her semester constructing this very website (yes, this is me!) as well as various other digital marketing and social media tasks. Her favorite way to use her Cartwheel Bike Box is by commuting to school or a coffee shop to do work.
Interested students can email Alex (alex@cartwheelbikebox.com) for more information.
Giving Back.
Did you know that a portion of the proceeds from every Cartwheel Bike Box goes a good cause? Project Mobility provides specialized bikes for children challenged by conventional bike designs. These specialized bikes create a sense of freedom for those who would otherwise miss the opportunity to experience the joy of a bike ride. Bikes restore a sense of possibility and ability to those whom are often told by society that their life is about limitations and disability. Project Mobility delivers these bikes to schools with children with disabilities, rehabilitative hospitals, and other places for riders with disabilities.
Learn more about Project Mobility here: https://www.projectmobility.org