BRAGE VESTAVIK JOINS Norco Bicycles

Brage Vestavik Joins Norco Bicycles

Norco Bicycles – January 29, 2026 – PORT COQUITLAM, BC.

Brage Vestavik is Freeride epitomized. Born in Mysen, Norway, Brage grew up building North Shore-style features and pushing his riding from early on. From the endless creativity of childhood, Brage’s signature ride style has developed into one of the hardest-hitting, most heavy metal experiences you can witness on two wheels. It’s experimentation pushed beyond limits, blowing through boundaries to access new realms. Today, Brage has not changed. His dreams are bigger, and the projects are more extreme, but his creativity does not accept the impossible. He inspires people to go beyond what’s known and to create their own reality on a bike.

Drawn by the deep-rooted freeride heritage of the Coast Mountains, Brage is joining forces with Norco Bicycles, a brand that itself is rooted in Freeride. Norco has played a pivotal role in defining the sport in those early freeride years by building bikes like the iconic VPS in the early 2000’s that could handle the abuse of Vancouver’s North Shore.

Brage’s raw energy, grit, and creativity have always defined the cutting edge of mountain biking. By pairing his vision with Norco’s Freeride roots and modern engineering, we’re ready to see exactly how far we can push the evolution of this sport.

“Norco is built on foundational values. As a family-owned company, we’re shaped by people and the energy we bring to every day on the trail. The way we show up, the way we build, the way we support and stay close to the places and communities that make this sport what it is. All that matters. We’re proud of where Norco comes from, and we’re genuinely excited about what we get to build next as the sport keeps evolving.

When Brage and I met for the first time, it didn’t feel like a negotiation. It just felt right. The conversation was easy, because our values align. Authenticity, doing things for the right reasons, with the right people, and letting the riding speak for itself — that kind of truth is rare these days, but it matters.

Brage brings a level of creativity and commitment that pushes everyone around him. For us, this partnership is built on shared energy and real trust, and on the idea that the best projects take time, passion and intention; with everyone involved believing in the same goal. We’re excited to support Brage and can’t wait to see what we create together. We’re proud to welcome him to the Norco family.”

– Elli Petersilie, Norco Brand Director

“My first time meeting with Norco, the conversation with Elli really felt like the right vibe — I told Mike straight away, this was it. I loved that Norco is family-owned. People have been with the brand for decades and the love for mountain biking runs deep. Growing up, I was inspired most by seeing the North Shore and the mountain biking scene in Canada — it feels unreal signing with a brand that started here, in the birthplace of freeride.

Norco always symbolized freeride to me. A lot of my inspiration came from the early days with Ryan Leech, and Ben Boyko is one of my all-time favourite riders. Getting the OG Norco stickers from the magazines, with the rider holding the shovel, is burned into my mind as a kid!

It’s been an insane journey getting to this point, representing what I want in mountain biking. My vision for riding, and the projects the crew and I are making, take a really long time to bring to life — months or even years. To have Norco trusting the vision, moving things forward together, is really special.

Spending a lot more time in BC, it’s the dream set-up having Norco’s office close by, and the first time a team has been around me to really take the bike to a new level. It’s a huge step for me and for freeriding, to see how far we can actually push it. I’m excited to be more involved developing new bikes with the engineers and whole team at Norco, testing and riding here in Canada, and just hanging with the crew. It feels like the perfect set-up to work toward the future of mountain biking together.

Norway is my home, and moving this new chapter forward across Scandinavia was really important for me. Working with Response Nordic for so many years, it’s so sick they will be a new distributor for Norco, pushing affordable bikes for the kids and a new wave of the up-and-coming scene in Norway. There are a lot of plans soon with B-RAGE Sesh, Trysil Bike Arena, new projects… I’m proud to be representing such an iconic and OG freeride brand back home.

It all just goes back to biking, and that feeling of being free. I’m so fired up to see where we will take everything, and to just have fun and ride bikes together.”

– Brage Vestavik