AMS

We're AMS, a Barcelona cycling brand designing products for riders who care about protection, control, performance and how their bike looks and feels. Designed by riders, ridden hard, since 2013.

Our story

AMS started in Barcelona in 2013 out of a simple frustration. Back then, protecting a frame meant covering it in boring, clear, helicopter-style tape. There was nothing with much personality, and nothing that felt made by riders for riders.

So Xavi Navarro and Carles Carrera built an alternative, drawing on a background in moto to bring colour, design and personality to something the cycling industry had largely ignored. The Honeycomb Frame Guard was born, and AMS with it.

The brand has grown since then, but the basic idea remains the same: create products that solve real problems for people who actually ride bikes.

What we do

AMS designs cycling products and accessories for mountain, gravel and road riders, with a particular focus on the parts of the bike riders touch, protect and personalize.

Our approach combines function, durability and design. Products start with a riding problem or opportunity, are developed around how they will actually be used, and are refined through testing and feedback.

What we believe

Design should solve something.

A product can look good, but it has to earn its place on the bike. Protection, control, comfort, durability and ease of use come before decoration.

Riders should be part of the process.

AMS is rider-owned. We ride, test, question products, work with other riders and mechanics, and use what we learn to improve what we make.

Where we come from matters.

Barcelona is part of the AMS identity: a city where cycling, design, outdoor culture and a Mediterranean way of life naturally overlap. It is where AMS started and where we continue to develop the brand.

Trusted where it counts

Over the years, AMS has worked with Red Bull around some of the most demanding and influential events in mountain biking, including Red Bull Rampage and Red Bull Hardline.

Those long-term collaborations are an important part of our story. They put AMS products and ideas in environments where performance, reliability and rider credibility matter, and connect the brand with the side of cycling that has shaped us from the beginning.

But authority for us does not come only from events or partnerships. It also comes from riders, mechanics and customers using AMS products on their own bikes, every day, all over the world.

About AMS articles

When an article is published under AMS rather than an individual author, it represents work created by the wider AMS team and contributors.

Our editorial content draws on riding experience, product development, testing, research and conversations with riders, mechanics, teams, brands and people across cycling.

The goal is the same as with our products: make something useful, specific and grounded in the real world.

Designed in Barcelona. Built around riding. AMS.