The Real Reason the $2700 Message Fork Died

Quick Overview

The Trust Performance Message fork, an innovative carbon fiber linkage suspension fork, ultimately ceased operations in April 2020 not due to its high price, unconventional ride, or initial criticisms, but because the company, short on cash, could not secure funding during the financial uncertainties of the early COVID-19 pandemic, despite increasing sales and growing market acceptance.

Key Points: The Trust Message fork, a carbon fiber linkage suspension fork, debuted in 2018 for $2,700, making it the "most expensive mountain bike suspension fork ever." Its unique design resulted in a "backwards" ride feel, being firm at the top of its travel and opening up deeper, which was "by design" to preserve bike geometry under heavy braking or cornering. Initial user experiences, including the presenter's, described the ride as "harsh," leading to widespread criticism and the nickname "Trust Fund fork" from those who often had not ridden it. Trust Performance, founded by a "dream team" of industry veterans, intentionally designed the fork with these characteristics, aiming to sell something unique that competitors could not offer. After dropping the price to $1,975 in mid-2019, sales increased, and positive reviews emerged, highlighting its "shockingly good" cornering benefits and a robust 250-hour service interval. Trust Performance "suspended operations" in April 2020, not due to product failure or lack of demand, but because they were short on cash and unable to secure funding during the initial uncertainty of the COVID-19 pandemic. The company handled its suspension with integrity, making good on contracts and arranging for Suspension Syndicate to take over service, suggesting an intent to resume operations someday.

Context: The Trust Performance Message fork, launched in 2018, was a radical carbon fiber linkage suspension fork that departed significantly from traditional telescoping designs. It was developed by a "dream team" of founders, including renowned suspension engineer Dave Weaggle (of DW Link fame), carbon manufacturing expert Jason Shears, and business strategist Hapsiliga. Despite its innovative engineering and a jaw-dropping $2,700 price tag, the fork faced initial skepticism and criticism for its unconventional ride feel and unique appearance.