It begins in the early 1990s, deep in the woods of Boserup Forest near Roskilde, Denmark. That’s where Kristian Krøyer, the oldest of three brothers, first discovered the thrill of mountain biking. Alongside a group of close friends, he tore through the forest trails with growing obsession, eventually founding the Roskilde Mountainbike Club.

Kristian’s passion had truly taken root during a formative year in the United States after finishing school. There, he was introduced to the raw energy of mountain bike culture and picked up a Specialized Stumpjumper to bring back home – a bike that would help spark his passion for cycling even further. Like many kids growing up in the 80s and 90s, the Krøyer brothers had already fallen for bikes. BMXs and racing through neighbourhoods – cycling was woven into their childhood.

Fast forward to the formative years of the Roskilde Mountainbike Club. Kristian and Martin’s father, Jens, who by then had become chairman of the mountain bike club, received a message from a man in Pakistan. He asked if the club might be interested in buying a batch of cycling gloves. Though far fetched and somewhat of a fishing line being thrown out all the way from Pakistan, the timing wasn’t completely off. The current gear they could find, which was mostly Italian made, wasn’t built for the brutal conditions of Scandinavian winters. Cold, wet, muddy rides left them freezing their hands of. It was clear that the equipment didn’t match the Nordic grit of the riders. It seemed random. But sometimes a small spark lights the fire. Jens and Kristian got in contact with the glove manufacturer in Pakistan.

In November 2000, the first shipment of mountain bike gloves landed at Copenhagen Airport. Kristian and his wife Mai picked them up and brought them home to their apartment. A quick quality check revealed disappointment: the gloves weren’t great. In fact, up opening all 500 pairs, matching good left hands with good right hands just to create usable sets. It was frustrating but revealing in a motivating way. We can do better. We must continue. Kristian decided early on: Nothing faulty would reach the market. Quality came first – always. That uncompromising mindset became foundational to the mission they had embarked on. A purpose-driven company was born. And the name; A quirky suggestion from a good friend, unmistakably bold, meaningful, and memorable: GripGrab.

THE FAMILY BUILDS A BUSINESS

In 2001, the company was still young when Martin, just out of high school, was asked to help during Kristian’s summer holiday. The plan was simple: Answer phones and process orders. But the phone rarely rang. So, Martin took initiative, borrowed his parents’ car, and began visiting local bike shops. To his surprise, he was good at sales. Really good. He landed new accounts quickly and postponed his law school plans. Within a few years, GripGrab was firmly established in Danish retail, and ready to expand beyond its borders. The middle brother, Bjørn, also entered the scene. Having recently closed a small IT business; he joined full-time to lead marketing and exports. Bjørn became the creative engine behind many of GripGrab’s most impactful campaigns, including the now-legendary “Local Heroes” sponsoring concept that laid the groundwork for success in the Netherlands – a key market where GripGrab remains a household name. After more than 15 years of dedicated effort, Bjørn eventually chose a new path in life. But the company still carries the imprint of his vision, energy, and creativity

GROWING PAINS AND GRIT

The path to growth was anything but smooth. As young, inexperienced employers, the brothers learned the hard way; hiring the wrong people, dealing with theft, seeing new hires quit after a few weeks. But they kept going. Over time, they got better at hiring, at managing, and at building a culture that stood out. “We’re often told we’re not a normal company,” Martin says. “And we take that as a compliment.” Today, GripGrab is more than a workplace – it’s a community. A family. The Gripsters. A culture built on freedom, trust, and shared values. Flexibility, worklife balance, time with loved ones, and, of course, riding bikes. It’s all part of the spirit that runs through the company.

FROM COLD HANDS TO A GLOBAL BRAND

Twenty-five years after that first email from Pakistan, GripGrab is one of the most respected cycling accessories brands in the world. What began as a solution to frozen fingers has grown into a company trusted by elite athletes and loved by everyday riders. Today, GripGrab generates over 100 million DKK in annual revenue and delivers high-performance gear to world-class cycling teams like Team Visma | Lease a Bike and Uno-X Mobility. “When we started, our products weren’t anything special,” says Martin, now CEO. “But we never stopped improving. We wanted to be better than the best, and our service was always second to none.” That relentless drive has paid off. When Uno-X Mobility reached out to propose a partnership, they told GripGrab that many of their riders were already using the gear, blacking out the logos because GripGrab wasn’t an official sponsor yet This wasn’t just a sponsorship. It was a collaboration. A Nordic partnership built on shared conditions and values. Together,z the two teams co-develop products designed specifically for harsh Nordic conditions, so that athletes can train all year and hit the race season ready.

A COMPLETE BRAND

Two years ago, GripGrab launched its first full apparel collection. It was a bold move, but a natural evolution. Head-to-toe - that’s the vision. “If we want to help people ride all year, we need to cover them from head to toe.” says Martin. That ethos - Ride All Year - is more than a slogan. It’s a way of life. At GripGrab HQ, most employees bike to work, no matter the season. There’s a washing station for the bikes at the HQ, and inside you’ll find drying rooms, showers, and a fully equipped service course workshop. Such an infrastructure isn’t just nice to have - it’s essential. Because for the team behind GripGrab, one thing matters above all: Encourage riding. Enjoy the ride. And never stop.

By GripGrab
© GripGrab 2025