Finish Line’s first product was a game changer: the cycling industry’s first dry-style lube, named Finish Line Dry Lube with Teflon fluoropolymer. It changed the way bicycle chains were lubricated because it didn’t attract contaminants like traditional wet-style lubes, so shifting worked better and the effects lasted longer. This innovation also coincided with the burgeoning popularity of MTBs, which were crying out for a lubricant that wouldn’t attract dirt and grime on the trails. Perfect product, perfect timing.

Initially Finish Line focused on small batch production, product development and quality control but eventually building the brand identity and expanding the Bicycle Care category became a priority. In 1990, Finish Line began exporting to Germany and the UK and now, in 2023, it is recognised as a world-leading manufacturer of speciality bicycle lubricants and maintenance products, with a leading market position in over 50 countries.