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

I recently had the opportunity to visit the new 1UP USA factory located in the small town of Dickeyville, Wisconsin. For those not familiar 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 in house by local American workers. It was truly an all-American experience, from driving past miles of dairy and produce farms that feed America, to riding nearby trails built by locals on land donated by John Deere, to the amazing hospitality of the 1UP crew. 

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

1UP USA origin story

To understand 1UP USA, we must go back to its beginnings. 1UP USA was founded in 2001, and in 2009 the brand introduced their Quik Rack system, which quickly became a popular product thanks to its quality and ease of use. In 2014, 1UP moved from Platteville to a factory in nearby Dickeyville. As the company expanded, the team decided to build a roomier factory to accommodate growing demand. 1UP wanted to keep production local in Dickeyville, staying true to its Wisconsin origins, and you can even see the old factory from the new one. Talk about being reminded daily of your small beginnings! Currently, 1UP USA has over forty employees and has been owned by Robbie Lange since 2012.

Showroom quality

At the new 1UP USA factory, visitors are welcomed into the showroom which showcases all the products they proudly make in house. You can see their Hitch Bike Rack systems, Roof Bike Rack systems, Cargo Racks, and even cool 1UP swag.

US manufacturing

1UP employees are from local towns nearby and are very knowledgeable in their fields, from designing and engineering to working with high-end CNC (Computer Numerical Control) machines and assembly. All 1UP employees work as a team to get quality bike racks out to customers. I didn’t want to get in the way of their work, but they were happy to let me take a few close-up photos.

Raw materials

Thousands of pounds of high quality alluminum await the starting process. These aluminum extrusions are proudly sourced in the Midwest.

Cutting

Long strands of aluminum extrusions get cut down into smaller pieces.

CNC Machines

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

CNC jig fixtures

These large CNC jig fixtures help 1UP manufacture parts quickly, precisely, and easily.

High Quality Tools

These fancy-looking bits cut through alluminum to turn them into small bike rack parts.

Welding

A high-precision machine welds the heavy-duty Hitch Bar into one piece.

Clean Polish

After welding, the 1Up Hitch Bar gets a clean polish.

Polish Shine

Even the smaller parts get tumbled for a high-quality, polished look. No piece gets overlooked!

Assembly

1UP bike racks are skillfully assembled by real humans by hand.

Recycling

1UP gathers all the leftover raw materials to be later sent out to be recycled.

Shipping

Completed bike racks are placed in boxes that are proudly stamped with “Made in the U.S.A”. 1UP ships bike racks worldwide.

Prototype Rack

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

Wisconsin Exploring

1UP was born in Wisconsin, so the team gave us a tour of their backyard. We departed from the 1UP factory, cut through Dickeyville, and rode alongside the Mississippi River that borders the state of Iowa. This route took us through some amazingly scenic views.

Proving Grounds Recreation Area in Dubuque County

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

John Deere still operates their factory right across from Proving Grounds. This view can be seen from the top of the trail system.

Final thoughts

With so many cycling products being produced outside the United States, it was very refreshing to see high-quality manufacturing happening here in the US. 1UP USA stands behind their bike racks and is proud to showcase their in-house manufacturing process here in Wisconsin. 1UP USA started out small and as it grew, they’ve stayed true to their roots. 1UP wants to continue sharing their American craftsmanship with the world for years to come.

 “1UP USA was founded on Made in the USA. The brand was born in Wisconsin and it’ll continue to live and grow there. That’s 1UP’s home.” – Robbie Lange