Forget the shaved-legs, Lycra-clad, chain-rattling chaos of old-school cycling. Apex gravel flips the script: wear what you want, ride where you please, shift effortlessly, and trust it’ll just work. This is biking built for adventure – not tech obsession. And it’s a blast.

For non-core riders, a bike isn’t about gears or specs – it’s about finding the fun. The challenge? Get them stoked to buy a bike with SRAM’s entry-level Apex groupset, a simple, reliable setup that could easily get lost in the noise of high-end hype. We turned that into its strength, positioning Apex as the no-fuss gateway to pure, unfiltered fun.

I tackled the product page web copy, stripping away the jargon and zeroing in on what riders actually care about: the payoff. With clear, relatable language, I translated complex bike nerdery into rider-first benefits – ease, freedom, joy – making Apex the obvious choice for anyone ready to ditch the complications and just ride.

The outcome: a product campaign that sold a vibe, pulling new riders into the gravel revolution.