Seven‘s founders and core build team all worked at Merlin Metalworks in Cambridge, MA, in the early days of the titanium boom. Merlin established itself as something of a cult brand, and over the decade plus that many of them worked there, they were immersed not only in the craft of framebuilding but also in the basic business practices that would later come to define Seven.
In 1995 and 1996 Merlin was bought and sold a few times in quick succession and then relocated to Tennessee, which left the core Seven crew with some hard decisions about what do next. After some serious debate, beginning with the question, ‘Does the bike industry even need another bike company?’, they set out on a new course defined by building custom bikes on a short timeline with maximum input from the rider, a sales/design/delivery paradigm that didn’t exist in the industry at that time.
Fulfilling this mission required implementing a few big ideas. First, they were offering both products (bikes) and services (customization), so that the process of getting a Seven would be a fundamentally different buying experience, an experience that centered on the rider first, not the bike. This foundational idea, however, had to be more than just marketing (e.g. Seven - We put the rider first!). They needed a manufacturing model that gave substance to the experience they were proposing to deliver.