Project // Web Development Lauf Cycles
Engineered with
Modern
Craft.
Lauf Cycles is an Icelandic performance bicycle brand founded in 2010 by engineer Benedikt Skulason in Reykjavik. Known worldwide for pioneering the carbon leaf spring suspension fork, Lauf has grown from a basement prototype into a globally recognized direct to consumer brand with US operations in Harrisonburg, Virginia. Their product line spans gravel bikes, mountain bikes, road bikes, and their first electric bike (eElja), all engineered in Iceland and assembled in the US.
When Lauf shifted from selling components to full bicycles direct to consumers worldwide, their existing website could not keep up with the complexity of international e-commerce, made to order configurations, and the premium brand experience their products demanded.
We built a custom e-commerce platform for Lauf Cycles using Next.js and Prismic CMS, combining a headless architecture with a real time bike configurator that lets customers select frame size, color, and components with dynamic pricing and visual previews. The multi region engine handles currency detection, shipping logic, and tax compliance automatically, delivering a seamless checkout experience for buyers across the US and Europe.
On the performance side, Next.js Image Optimization and aggressive caching brought page loads under 2 seconds globally, critical for converting visitors shopping $4,000+ bikes on mobile. The modular Prismic template system lets Lauf launch new product pages like the eElja electric bike without any developer work, while every page integrates brand storytelling, race results, and the 30 day test ride program directly into the shopping flow.
Client Feedback
These guys just get it. They built us a site that looks great, loads fast, and our team can actually update without bugging a developer. Honestly one of the smoothest projects we have done.
ISL