We are pleased to announce that Circles' wholesale division, Circles World Distribution (CWD), is now the official distributor for microSHIFT in Japan. You can now purchase their products through Circles, as well as at bicycle shops across the country that carry CWD products.
In this blog post, we’ll explore the background behind our decision to carry the brand and delve into microSHIFT’s philosophy regarding manufacturing!
Table of Contents
1 : Free bike assembly that breaks down genre barriers
2 : Keep enjoying the ride rather than chasing trends
3 : Why microSHIFT?
a : The bicycle is the ultimate fun tool
b : microSHIFT’s philosophy, aligned with the "Circles way" of cycling
4 : Conclusion / The right choice for a diverse cycling life
Free bike assembly that breaks down genre barriers
The ways we enjoy cycling, in our ever-greedy pursuit of fun, are diversifying year by year.
With the rise of mixed-terrain bikes like gravel and all-road machines, don't you feel that the lines defining road bikes and mountain bikes are starting to blur?
For instance, on bikes that would traditionally fall under the road category—like flat-bar cyclocross or gravel bikes—we are increasingly using off-road components. The fixed idea of "how a bike should be assembled" is fading away, leading to a greater diversity of options.
Back in the day, when 8-speed or 9-speed drivetrains were the norm, as long as the shifter and derailleur matched in the number of speeds, you could make things work regardless of whether they were meant for the road or off-road.
However, with the arrival of 10-speed MTB components, a major wall known as "compatibility" stood in our way. The internal structure of derailleurs for road and off-road became completely different, and compatibility was lost. You couldn't use mountain bike derailleurs with drop handlebars, and that reality persisted for a while after the 10-speed MTB boom.
However, components like microSHIFT’s bar-end shifters helped break down those walls, allowing us to build bikes with more freedom.
Speaking of microSHIFT, did you know that since around 2019, they have been actively producing original off-road components like ADVENT and ADVENT X, which can be operated with dual control levers?
These lineups, which enable free assembly regardless of genre and are wallet-friendly, are incredibly attractive to us. Yet, because the mindset of selecting components without being tied to bike genres wasn't as widespread back then, they have actually seen very little introduction in Japan until now.
As components that perfectly fit our increasingly diverse riding styles—whether on or off-road—we really wanted to introduce these to everyone in Japan!
With that in mind, Circles' wholesale division, Circles World Distribution (CWD), is now the official distributor for microSHIFT in Japan, and you can now purchase their products through Circles as well as at CWD-authorized shops nationwide.
If you’re drawn to wide-range off-road drivetrains and have the desire to ride them with drop bars, microSHIFT is a top-tier candidate.
Keep enjoying the ride rather than chasing trends
Looking at the world today, the latest component technology continues to evolve daily, with the emergence of electronic shifting and 12-speed drivetrains.
While following these spec upgrades (trends) is certainly fun, what we believe is most important is being able to choose a bicycle that will serve as a long-term tool, tailored to the unique lifestyle of the rider.
As their main lineup, microSHIFT offers 8, 9, and 10-speed components such as ACOLYTE, ADVENT, and ADVENT X.
Why are these still 8 to 10-speed in this day and age? In that choice, we can read the microSHIFT philosophy. Compared to 11/12-speed systems, the chains are thicker and more durable; having fewer gears means a simpler structure that is easier to maintain and tune, less prone to breaking, and minimizes trouble during rides.
In other words, microSHIFT components are built so that those who use their bicycles as genuine tools can use them with peace of mind, designed with a focus on the best balance of shifting performance, durability, and serviceability.
This philosophy of microSHIFT is unique. We deeply resonate with this approach, which is a major reason why we wanted to carry them.
Why microSHIFT?
The bicycle is the ultimate fun tool
The appeal of the bicycle lies in its dual nature: it is a means of transportation, yet it is also the ultimate fun tool that allows you to enjoy the act of riding itself.
Simply pedal, and you can go anywhere.
It can be utilized as a daily means of transportation for commuting to work or school.
Like "Bike to Fishing," which I do often, you can enjoy the process of traveling to and from your fishing spot while mixing in other hobbies alongside cycling.
There are also competitive aspects to cycling, like racing, but a bicycle can adapt to the daily lives of each individual, whether as a daily commuter or a travel companion.
The fact that a bike can transform to match your changing lifestyle—as your family grows or as you age—makes it an incredibly accessible fun tool for many people.
In other words, a bicycle is both a toy for play and a tool for life. That is why at Circles, we place such importance on proposing "a life with bicycles."
microSHIFT’s philosophy, aligned with the "Circles way" of cycling
We carry a bike brand at Circles called SURLY. They are a brand that views the bicycle as a fun tool.
The bikes SURLY makes are rugged and built to last, designed to accommodate the widest tires possible, and thought through to give each model as much freedom as possible with rack and fender mounts, encouraging the owner to use their imagination.
These are unique to SURLY, and their philosophy is one we at Circles deeply resonate with.
- They don't view lightness as the only virtue; they build things that are durable and meant to be fully used, even if they are heavy. They create products that can be maintained and repaired to be used for a long, long time.
- They provide tools with as much freedom as possible, allowing for builds with either flat bars or drop bars.
- They ignore trends and fads, allowing you to stay with a tool for the long haul.
We believe these philosophies are very much in line with those of microSHIFT.
Conclusion / The right choice for a diverse cycling life
microSHIFT components are, we believe, tools that make anyone want to "use them to their fullest"—whether you are just starting out in cycling or you’ve ridden many different bikes and are looking to find one that truly fits your lifestyle.
For those building bikes based on their own ideas, unrestricted by genres like road or MTB and starting from the gravel-bike ethos of focusing on "what kind of ride will I have," these components are indispensable.
Whether it’s spontaneous rides that take you anywhere, loaded touring, or just your daily commute, microSHIFT products offer the right choices for a diverse cycling life.