When you hear "KONA BIKES," what kind of bicycle comes to mind?
Some might think of an MTB, while others might think of a gravel bike like the ROVE, or perhaps the DEW, which is perfect for riding around town.
KONA was born in Vancouver, Canada, in 1988, and over the years has built a wide range of bicycles, focusing on MTBs as well as road, commuter, touring, and gravel bikes.
For us at Circles, KONA is by no means new to us.
So why is Circles once again carrying KONA now?
In considering the reason, I feel that 2026 holds a very significant meaning for KONA.
The Rebuilt KONA and Changes in the 2026 Models
In fact, KONA has been going through a major turning point as a brand over the past few years.
Around 2021–22, KONA came under the umbrella of Kent Outdoors and strengthened its D2C and omnichannel sales.
However, the following few years were by no means smooth sailing for the brand.
And in 2024, KONA underwent a major turning point.
Founders Dan Gerhard and Jake Heilbron bought KONA back.
KONA called this new phase "KONA 3.0" and declared its return to being a brand owned and operated by the riders themselves. Within that, what changed significantly was its relationship with bike shops.
KONA had once strongly promoted D2C, but after the buyout, it shifted its policy back to a sales system centered on bike shops. It is rebuilding its relationship with dealers and trying to return the brand itself to the "joy of riding a bicycle" and the "free thinking born from MTBs" that KONA originally had.
In June 2026, Charles Russell succeeded Jake Heilbron as CEO.
And these changes are clearly reflected in the 2026 models.
KONA's Approach to Manufacturing
Before specifically breaking down the 2026 models, we must talk about the philosophy behind how KONA creates bicycles.
Until now, many famous mass-production manufacturers have focused on racing as a promotional activity to increase sales volume. In that trend, they have also incorporated and promoted specs and proprietary mechanisms that are unnecessary for general consumers.
On the other hand, I think the KONA brand has been walking a slightly different path from the bike philosophy considered by such big manufacturers since that time.
At the center of the bicycles KONA creates is the design philosophy of how to have a fun experience on a bicycle.
KONA has a slightly different manufacturing approach from other manufacturers, such as choosing materials that place greater importance on "durability" than "lightness" or "specs," which general amateur cyclists often prioritize when choosing a bicycle, and deliberately not manufacturing bikes in categories that fall outside their design philosophy.
It always practices manufacturing with the basic axis of how general cyclists use their bikes in mind.
I think KONA's manufacturing approach is also reflected in the fact that it is one of the few mass-production manufacturers that continues to make steel-frame complete bikes that we love.
What Makes It Different from a 50,000 Yen Bicycle
As you all know, due to the effects of global circumstances, inflation, and exchange rates, the prices of almost everything, not just bicycles, have been skyrocketing lately.
The price of KONA's representative classic all-round bike, the "DEW," now starts at 100,000 yen.
So, is it different from the bicycles around 50,000 yen in price?
To put it simply, it is not about whether it can at least ride as a bicycle, but whether it is designed to allow you to use the basic functions of a bicycle—"riding," "turning," and "stopping"—comfortably and for a long time in various situations.
It is not simply because it has expensive parts.
From daily commuting to weekend detours, not only on paved roads but also slightly venturing onto curbs and gravel roads. The frame, tires, brakes, gears, and overall design are combined to expand those "places you can go by bicycle."
Do you buy a bicycle simply as a "means of transportation," or as a "tool that enriches your life by being safe, fun, and long-lasting"?
KONA builds in the balance of the entire bicycle, including the parts that you might give up on with a 50,000 yen bicycle because of the price.
Considering the KONA DEW Now
I believe that evaluating a bicycle means recognizing "basic requirements at an individual level based on the region" and "choosing according to your preferences," and if possible, actually riding it to "have your own honest impression."
For example, the "DEW" we are featuring this time was closer to a so-called hybrid bike up to the 2025 model.
But in the 2026 model, everything from the frame to the geometry is new, and it adopts large-diameter, wide 29 x 2.0-inch tires. Furthermore, it combines wide riser handlebars reminiscent of an MTB.
At first glance, it might look like "just a slightly different hybrid bike." But in reality, it is not.
There, you can see the attitude of trying to once again incorporate the MTB thinking that KONA has cultivated for many years into a bicycle used in the city, and where the current KONA is trying to go.
What Circles values is not specs like "how many km/h can this bicycle go?" or "how many grams lighter is it?"
Riding a bicycle and going a little further. Changing your usual route just a little. Enjoying the journey to your destination itself. And having your daily life become a little richer by having a bicycle in it. When you think about that kind of relationship with a bicycle, there are many parts of KONA that we can empathize with.
Despite being a brand that has continued since 1988, it has experienced a major turning point once, and now it is trying to make new bicycles while once again looking back at its origins. At that timing, wouldn't it be interesting to customize the KONA DEW of this new phase of 2026 to be easy to use and more enjoyable in the city of Nagoya where we live?
The bicycle called the KONA DEW, even if you don't know what you want to do yet, its versatility allows you to eventually do almost anything through its depth, and including its price range, it can become the best first bike for many first-timers.
Furthermore, I think it can actually become the best bike even for pure cyclists who have come to understand "the essence of riding a bicycle," "bike design," and even "the freedom a bicycle holds."
How to Choose a Bicycle
Everyone, what do you prioritize when choosing a bicycle, and how do you choose?
In choosing a bicycle, what is especially important is that before "knowing the bicycle", you must first "know yourself".
This is something that can be said to both people who are touching a bicycle for the first time and people who are already deeply immersed in a life with bicycles.
It is important to completely eliminate unnecessary knowledge such as brands and grades, and ask your heart what you want to do with a bicycle, what you wanted to do. Try to expand your imagination of how you will use that bicycle and become enriched by it.
And come visit Circles with that image.
We will draw out that image from you as much as possible, and prepare the best and Reason-able (logical) bicycle for you.
Please feel free to come visit us.
I think it would be the greatest happiness to be able to help you build a rich life with a bicycle together.
