He wants children's bikes made in the U.S.A. — and tariffs against his rivals
Brian Riley got into the bike business by accident. Two decades ago, his grandfather was riding his bicycle when he got cut off by a car, and squeezed his brakes in a panic.
"He over-applied his front brake and went flipping over the front of his handlebars," Riley recalls. "He survived that accident but it was a really ...
The strongest version of Riley’s argument is that domestic manufacturing—even for seemingly non-essential goods like children’s bikes—preserves critical industrial capacity and workforce skills. His company demonstrates that U.S.-based production can compete through innovation (e.g., SureStop brakes) and automation, rather than just low wages. The tariff request frames this as a matter of long-term economic resilience, not just short-term profit. However, the narrative leans heavily on the emoti...