Genesis was founded in 2006 and distributed by Sportline UK.  The first Genesis bike was produced under the Ridgeback brand as the Day One model in 2001.  Due to its popularity, Genesis became a label in its own right.  Over the ensuing years, the range has expanded beyond commuter bikes to include road, mountain, cyclo-cross, gravel, kids and fat bikes.  Genesis bikes are renowned for their use of steel tubing and ethos for function over form.  Genesis bike designers have included James Olsen, Dom Thomas and Albert Steward.