Founded in Singapore in 2023 by Ken Goh, No.6 set out as a deliberate challenger brand — built to “disrupt” a wheel market that Zipp, ENVE and Roval have had locked down for years. The play is refreshingly simple: cut the markup, not the engineering. Goh’s team runs its own R&D and manufacturing setup, letting them develop fast and react directly to what racers actually need, rather than working through the usual multi-year big-brand product cycles.

By 2025 they’d brought on Conductor (London/Taipei) for global brand support, and in March 2026 they unveiled “ProjectSpeed” — their real-world testing and development platform — at the Taipei Cycle Show. As Goh puts it: most brands optimise within the rules they inherit; ProjectSpeed is about rewriting those rules entirely.

No.6’s entire Superlight road range sits at a flat $2,199 USD. Zipp’s comparable 353 NSW? $4,300. That’s not a discount, that’s half price. How about TT setup? The Pulsar disc starts at $1,899 standalone, or $3,698 fully built with a matching tri-spoke front.

UCI-approved, 4-year warranty, built and validated under real race loads, not just lab numbers. They’ve also built a genuinely engaged following doing it — 40K+ on Instagram (@no6works). I met Jen at the TBS in MArch and really should have interviewed him (and tried to cadge some wheels!).

The stated goal is WorldTour within five years, which is another thing. Where this appeals to me is at the basic level that ‘expensive’ is not always the same thing as ‘better’, and this little Singapore outfit bet on people getting that – and it’s working.