At the beginning of 2017, Factor was another middle-tier bike brand grappling for worldwide market traction. What to do? As the brand is overseen by retired pro riders Baden Cooke and David Millar, it didn’t surprise many when they decided racing would be the best way to raise the company’s profile. It worked. After partnering with the French AG2R La Mondiale team, Factor propelled themselves to the top heap of the racing world when team rider Romain Bardet won a stage in the Tour de France and eventually finished on the podium in Paris. Fait accompli.