FIR – Fabbrica Italiana Ruote: the return of a legend, with an eye to the future
FIR - Fabbrica Italiana Ruote was born in 1952, in an Italy that was running fast on the roads of cycling passion. In those years, FIR wrote some of the most memorable pages in the history of road cycling, becoming a point of reference for racing wheels thanks to innovation, performance and style.
Having become a symbol of Italian quality, the brand has accompanied generations of cyclists – from great champions to true enthusiasts – on the most iconic roads of our country. After a long period of silence, FIR has come back to life with new energy thanks to the acquisition by Gist Italia , which has chosen to relaunch this historic name with an ambitious project: to combine artisan tradition with the best of modern technology.
2025: the turning point for FIR racing wheels
2025 marks a turning point for FIR: we have reached a complete range in the carbon racing wheel segment that has never been so wide, structured and professional. The result of years of work, intensive road testing and the experience gained by pedaling on epic climbs and real terrain between the Dolomites and the North-East Alps .
Our new carbon racing wheels , as well as the aluminum and gravel models, are designed, hand-assembled and tested entirely in Italy . We combine research, advanced materials and artisanal know-how to guarantee real performance, reliability and a quality-price ratio that distinguishes us in the current panorama.
FIR today: Italian tradition, global vision
Today FIR is not just a reborn historic brand: it is a technical, concrete, recognizable reality. Our wheels represent a conscious choice for those seeking high performance, refined design and an authentic Italian identity .
Every FIR wheel is a perfect synthesis of cycling heritage and innovation , designed to take you further, with more speed, control and style.
Welcome to the new FIR era – where every detail speaks of passion, and every pedal stroke is the continuation of a story that still has a lot to tell.
