Fit Bike Co is a BMX company. S&M is the parent company of Fit; Fit makes some things in the US and somethings over seas. You can usually tel which is where by the price. Fit is known to produce great videos with their A-list of riders and recently dove into the complete bike world and had great success. Fit is a big bike company all over the world, and I think that is a direct result from them traveling all over the world. Spain, Australia, UK, many many places. Fit is popular and the product meets the demands.