We love April Fools here at Starling – but we thought we’d try something different this year. 

Rather than pretending to rebrand or make a goofy bike, Joe fancied a bit of a rant. 

You see, Joe’s biggest gripe is the idea that more technology, more money and more marketing BS equals more performance. 

When, in fact, it’s usually the opposite. 

April Fools is all about fooling people, all about a bit of BS. And Joe reckons the industry spends every day fooling people that more bikes mean more speed, more performance and more fun. We’re constantly being told that if we chase the latest and the greatest, the newest and the shiniest, 15% more of this and 5% more of that then we’ll be better riders. 

But it’s not all about throwing money at the problem. There’s more to it than that and – he reckons. It’s more about the thing stuck on top of the bike, than the bike itself. It’s more about hard yards than hard cash.

So for this year’s April Fools Joe has gone for a bit of a rant instead, talking all about BS in the bike industry and the April Fools joke that gets played on everyone every day of the year. All, of course, meant in good spirits and with a bit of tongue in cheek! 

See what Joe thinks all about bike industry BS and how to be a faster rider on the video…