First, it's pronounced bon-tray-grr, with the first syllable stressed and a hard "g" on the last syllable. Bontrager is named after Keith Bontrager, amazing mtn bike racer who parlayed his fame into a brand strong enough for Trek to buy. Bontrager is Trek house brand components, and they offer a full line. We also stock various items from other manufacturers, like closeout Nike cycling shoes and clothing, helmets from Bell.