Riding a bike in the Netherlands is part of everyday life, most people cycle to work or cycle to shops on a regular basis. However, for some people, cycling is not merely a method of transport; it’s a passion. For these biking enthusiasts a 50 euro second hand bike will not make the grade. These cyclists are willing to pay thousands of euros for their specialist bikes. To help match these highly demanding customers to a bike with all the features they need, Trek, an American bike company designed ‘Project One’, a bike customisation program.