AGU’s mission is to encourage as many people as possible to take up cycling with bicycle products produced as sustainably as possible. That contributes to personal health, a healthier climate and livable cities.

RethinkRebels is aiding AGU with its sustainable sourcing strategy and the development of the environmental impact measurement (LCA) for a section of their collection. This strategy will assist them in setting realistic objectives, targets, and KPIs, as well as clearly communicating their sustainable efforts and building trust with their customers.


Sustainable sourcing plan and an environmental impact measurement (LCA) for part of their collection.


2022 – present