Our story
Born from service. Built for what comes next.
Tweede Adem means second wind. This is the story of the purpose, people and places behind it.
THE FOUNDER’S STORY
More than a name.
After serving in the British Army and building a career as an Advanced Paramedic, founder Ben Spittle understood the importance of resilience, structure and continuing forward when circumstances change. When redundancy forced a reset at 42, cycling became the discipline that restored clarity and direction. That second wind became Tweede Adem.
The brand’s visual identity draws on Ben’s experiences and the landscapes and history of Flanders. The Salient Line reflects his military service, while the Olive Line honours his career in the ambulance service. Through purposeful performance kit, meaningful collaborations and support for causes that matter, Tweede Adem exists to help more riders find their own second wind.
ARMED FORCES COVENANT
Proudly supporting those who serve.
Tweede Adem is proud to be a signatory of the Armed Forces Covenant, reflecting our commitment to the Armed Forces community.
With our own roots in the Armed Forces, this means more than adding a logo to the website. It’s a commitment to recognise the contribution of serving personnel, reservists, veterans and military families, and to support the principles of fairness and respect at the heart of the Covenant.
It’s another way we can make sure the values behind Tweede Adem are reflected in what we do, not just what we make.
The visual language
Flanders, contours and quiet resilience.
Colour carries meaning throughout Tweede Adem. The Salient Line’s deep red palette represents Ben’s military service and takes its name from the Ypres Salient, with its connection to the Battle of Passchendaele. It draws on a landscape and history shaped by service, sacrifice and resilience.
The Olive Line’s green palette represents Ben’s career in the ambulance service and references the Thin Green Line associated with the profession. Together, the two lines translate different chapters of Ben’s service into a considered visual language.
These references are deliberately subtle. They are built into performance kit as details to discover, giving each line meaning without turning history or service into costume.
The purpose
The kit is the product. A second wind is the point.
Tweede Adem is not trying to become the biggest name in cycling. It is building something more personal: a rider-first brand defined by purposeful performance kit, honest value and exceptional service.
Rather than chase influencer numbers or rely on big-budget advertising, Tweede Adem believes trust is earned by showing up. That means working with independent businesses, charities and cycling organisations, and becoming part of the communities the brand exists to serve.
Partnerships with TPR Events, Combat Stress and the James Paget University Hospital Charitable Fund put that approach into practice, supporting real riders, meaningful causes and shared experiences.
The ambition is not growth at any cost. It is to build a brand people trust, value and feel genuinely part of.