Why Us?

Our Name

Feedback Sports’ name comes from an engineering concept – the closed feedback loop. Create, use, learn, revise, and always be improving. With a commitment to managing the critique of our own mistakes, we learn, we grow, we advance in order to deliver finished product that our customers appreciate. It’s a challenge to evaluate every performance with a “what can we do better” attitude. But as a part of the Feedback Sports team, we embrace the trust of shared experience – we all fail, we all learn, we all grow – it’s part of the job and we embrace it together.

As we challenge ourselves internally, we also pursue input externally. We leverage our sponsored athletes and teams to learn, grow and improve, so our products deliver a quality experience our customers can rely on.


Our Story

After finishing a pair of Electrical Engineering degrees at the University of Florida, Doug Hudson packed his bags, and with a close friend, ventured to the mountains of Colorado toward the great unknown. Life was grand – bikes, surfing, snowboarding, skating – living the dream.

That dream eventually led to the creation of the iconic messenger bag and lifestyle brand Chrome™. Living in a warehouse in Denver, working endless hours, designing, stitching, marketing and sales was all part of the dream, and also where he met his wife-to-be, Lisa.

While Doug and Lisa were all-in on the life unknown, the voice in the back of Doug’s head reminded him of the hard work required to achieve his academic degrees. And so he transitioned his career to become a pioneer in the tech industry, traveling the world to put his mark on the world of fiber optics – the world many of us take for granted today.

But with such an ambitious start to his life in Colorado, and a never-ending passion for action sports Doug knew deep down his calling was not the corporate world. While still working in fiber optics in Boulder, CO he first dipped his toe in the water with the introduction of Feedback Sports’ digital scale – fitting for an electrical engineer. While it was a humble start, it whet his appetite to put his chips on the table. And with the support of Lisa, the two set forth towards more of the great unknown.

With a keen eye for good products and unfulfilled market needs, the Hudson’s acquired the bicycle product division of Ultimate Support and began the pursuit of supporting cyclists around the world. 15 years later, the company researches, designs and engineers products catered specifically to simplifying the lives of cyclists. As accomplished and dedicated cyclists themselves their passion for the sport, and an active lifestyle in general, is infectious.

Doug and Lisa’s zest for cycling and racing propels the company forward and is the foundation of everything we do. And their experience in the corporate world created the cultural foundation of the company. They are the reminder that we choose to be in the bicycle industry because we want to have fun. We aren’t choosing a career, but rather choosing our lifestyles and creating careers to suit.

Why Us?

Every day we work hard and play hard. We design premium products for discerning cyclists and focus on precision, durability and  uncompromising quality. We support our customers, our community and our industry. We strive to be good stewards of cycling. Feedback Sports aspires to be a known and respected brand in the cycling industry, but more importantly, we aim to be a company that others want to work with. Today, our products are found in over 40 countries around the world, and we’re just getting started. We invite you to join our ride.