# The Real Reason the $2700 Message Fork Died Source: https://www.youtube.com/watch?v=X1G_m-dIoc8 Recap page: https://rapidrecap.app/video/X1G_m-dIoc8 Generated: 2025-07-15T06:35:19.435+00:00 --- ## 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. ## Detailed Analysis The Trust Performance Message fork, launched in 2018 at a jaw-dropping $2,700, was a carbon fiber linkage suspension fork designed by a "dream team" including suspension engineer Dave Weaggle. Unlike traditional telescoping forks, the Message was engineered to feel firm at the top of its travel and open up deeper, a "backwards" characteristic intended to preserve bike geometry under heavy braking or cornering. This unique ride, combined with its high price and unusual appearance, led to initial widespread criticism and a reputation for being "harsh" and only for the wealthy. However, the fork was exceptionally well-made, polished, and robust, boasting a 250-hour service interval—more than double the competition. After Trust Performance dropped the price to $1,975 in mid-2019 and released the 178mm Shout fork, sales increased, and positive reviews emerged, highlighting its superior cornering benefits and stability for aggressive riders. Despite this growing momentum and market acceptance, Trust Performance "suspended operations" in April 2020. The true reason for its demise was not product failure or lack of demand, but the inability to secure funding during the initial financial uncertainty of the COVID-19 pandemic, which disproportionately affected smaller manufacturers. The company handled its suspension with integrity, fulfilling contracts and arranging for continued service, suggesting a potential, though currently unlikely, future revival. ### The Message Fork's Radical Design - A carbon fiber linkage fork with more engineering than most complete bikes - Features a "backwards" suspension feel, firm at the top and opening up deeper - Designed to preserve bike geometry under heavy braking or cornering - Heavier than competing products despite its carbon construction. ### Initial Reception and Criticisms - Debuted at $2,700, making it the "most expensive mountain bike suspension fork ever" - Faced widespread criticism for its "harsh" ride and high price, earning the nickname "Trust Fund fork" - Many critics had never ridden the fork - Its unique appearance was often described negatively. ### Trust Performance's Vision and Engineering - Founded in 2015 by a "dream team" including DW Link's Dave Weaggle, Envy Composits' Jason Shears, and Competitive Cyclist's Hapsiliga - Cut no corners, establishing dedicated overseas carbon manufacturing - The harsh ride was "by design," intended to reward active riders - Aimed to sell a unique product unavailable from competitors. ### Shifting Perceptions and Market Acceptance - Price dropped to $1,975 in mid-2019, leading to a "huge sales increase" - Positive reviews emerged, praising its "insanely fast in the rough" and "shockingly good" cornering benefits - Noted for its robustness, reliability, and a 250-hour service interval - Released the 178mm Shout enduro fork at $2,250 in late 2019, gaining further momentum. ### The Real Reason for Trust Performance's Demise - Suspended operations in April 2020, only months after releasing the Shout - The company was short on cash and unable to secure funding during the initial uncertainty of the COVID-19 pandemic - Smaller manufacturers lacked the leverage of larger companies during this period - Handled the suspension with class, making good on contracts and arranging for service through Suspension Syndicate. ### Legacy and Future Outlook - Operations remain suspended to this day, five years later - A revival is unlikely given the current low appetite for ultra-expensive niche products - Another linkage fork, the Rock Sled, is in development aiming for a dramatically lower price point - Trust Performance played an "awful hand about as well as they could have" in hindsight.