Oct 1, 2026 · 1 hr 3 min · 13 segments
On this episode, we chat with two Silca employees about the ins and outs of an Indiana brand. Founded in 1917 near Milan, Italy, SILCA built its reputation on cycling…
Margaret BHostYeah? Obviously, silica's been around since 1917 in some fashion or the other.
You know, when the brand came to America, 2014, 13-ish, when Josh Fortner bought it, things started to change a little bit.
That was the first product, the Super Pista Ultimate, still in the lineup today as, you know, the highest end floor pump you can pretty much find.
But what started happening then was, you know, Josh will phrase this in a better way than I do, but I call kind of the silica product path is connecting the dots.
You know, you go from a pump and then you have to find a product that makes sense to go with a pump.
But then saddlebags became very easily connected as an on bike accessory, similar to the the mini pumps.
You know, we went from mini pumps and all of that to lubricants, tire sealant, chain waxes, which are really the biggest drivers of the business today are kind of those consumable top end lubricants.
And it's kind of why we've grown so much and now have two, three world tour teams.
Yeah.
I mean, just that it was fun seeing Josh move from, you know, head engineer at Zip and through acquisition at SRAM, doing work with them and seeing, you know, him want to do something on his own completely.
To see him take that leap and secure funding to buy out the company and and grow it into what it is today.
So, you know, I'd sold independently towards the beginning of the days and there was always a lot of curiosity about the brand.
Yeah? Obviously, silica's been around since 1917 in some fashion or the other.
You know, when the brand came to America, 2014, 13-ish, when Josh Fortner bought it, things started to change a little bit.
That was the first product, the Super Pista Ultimate, still in the lineup today as, you know, the highest end floor pump you can pretty much find.
But what started happening then was, you know, Josh will phrase this in a better way than I do, but I call kind of the silica product path is connecting the dots.
You know, you go from a pump and then you have to find a product that makes sense to go with a pump.
But then saddlebags became very easily connected as an on bike accessory, similar to the the mini pumps.
You know, we went from mini pumps and all of that to lubricants, tire sealant, chain waxes, which are really the biggest drivers of the business today are kind of those consumable top end lubricants.
And it's kind of why we've grown so much and now have two, three world tour teams.
Yeah.
I mean, just that it was fun seeing Josh move from, you know, head engineer at Zip and through acquisition at SRAM, doing work with them and seeing, you know, him want to do something on his own completely.
To see him take that leap and secure funding to buy out the company and and grow it into what it is today.
So, you know, I'd sold independently towards the beginning of the days and there was always a lot of curiosity about the brand.
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