Inside the Wisconsin factory of a brand with a fanatical following: 1UP USA

I recently had the opportunity to tour the new 1UP USA factory located in the small town of Dickeyville, Wisconsin. For those unfamiliar with 1UP, they make high quality aluminum bike racks that are simple, durable, and easy to use.

This was my first time visiting a factory where everything is made on-site by local American workers. It was truly an American experience, from the miles of dairy and vegetable farms that feed America, to the nearby trails built by locals on land donated by John Deere, to the incredible hospitality of the 1UP team.

I am happy to share my perspective through the lens of my camera on what “Made in America” looks like.

1UP origin USA history

To understand 1UP USA, we have to go back to its beginnings. 1UP USA was founded in 2001 and in 2009, the brand launched its Quick Rack system, which quickly became a popular product due to its quality and ease of use. In 2014, 1UP moved from Platteville to a factory in nearby Dickeyville. As the company grew, the team decided to build a larger factory to meet the growing demand. 1UP wanted to keep production local to Dickeyville, staying true to its Wisconsin roots, and you can even see the old factory from the new one. It’s like being reminded of its small beginnings every day! Currently, 1UP USA has over forty employees and has been owned by Robbie Lange since 2012.

Showroom quality

At the new 1UP USA facility, visitors are welcomed into the showroom that showcases all of the products they proudly manufacture in-house. You can see their hitch rack systems, roof rack systems, cargo racks, and even some cool 1UP merchandise.

WE manufacturing

1UP employees come from nearby towns and are highly skilled in their fields, from design and engineering to working with high-end CNC (Computer Numerical Control) machines and assembly. All 1UP employees work as a team to provide quality bike racks to customers. I didn’t want to interfere with their work, but they were happy to let me take a few close-up photos.

Raw materials

Thousands of pounds of high quality aluminum are waiting for the process to begin. These aluminum extrusions are proudly sourced from the Midwest.

Cut

Long strands of aluminum extrusions are cut into smaller pieces.

CNC machines

High-end CNC machines can be seen in operation all day long. 1UP machinists check each batch for quality control.

CNC template lighting fixtures

These large CNC jigs help 1UP manufacture parts quickly, accurately and easily.

High quality tools

These fancy looking pieces cut aluminum into small bike rack parts.

Welding

A high-precision machine welds the sturdy drawbar into one piece.

Clean polishing

After welding, the 1Up drawbar receives a clean polish.

Polish shine

Even the smallest parts are polished for a high-quality, polished look. No part is left behind!

Assembly

1UP bike racks are expertly hand-assembled by real humans.

Recycling

1UP collects all remaining raw materials and then sends them for recycling.

Shipping

Completed bike racks are placed in boxes proudly marked “Made in the USA.” 1UP ships bike racks worldwide.

Prototype rack

1UP is developing a heavy-duty motorcycle rack. As of now, there are no details on the release date yet. It was interesting to see 1UP engineers go through the process of developing a new motorcycle rack in-house, and no photos were allowed except for this one.

Exploring Wisconsin

1UP was born in Wisconsin, so the team took us on a tour of their backyard. We started at the 1UP factory, drove through Dickeyville, and along the Mississippi River that borders the state of Iowa. The route took us through some incredibly scenic landscapes.

Proving Grounds Recreation Area in Dubuque County

We loaded up our bikes and headed to the Dubuque County Proving Grounds in Iowa. This land was once owned and used by the John Deere company to test their heavy machinery. It was later donated and turned into a bike park that we can enjoy today. The trail building process is still ongoing and more trails are being built.

John Deere still operates its factory just across the street from the proving ground. This view can be enjoyed from the top of the trail system.

Final thoughts

With so many cycling products being made outside of the United States, it was refreshing to see high-quality manufacturing happening right here in the USA. 1UP USA stands behind their bike racks and is proud to showcase their in-house manufacturing process right here in Wisconsin. 1UP USA started small and as they have grown, they have stayed true to their roots. 1UP looks forward to continuing to share their American craftsmanship with the world for years to come.

“1UP USA was founded on the principle of Made in the USA. The brand was born in Wisconsin and will continue to live and grow there. This is where 1UP is home.” – Robbie Lange