The G40 Gravel Wheels First Look by Old Guy And A Bike
In the rapidly evolving landscape of gravel cycling, the wheelset remains the single most impactful upgrade a rider can make. It dictates acceleration, compliance, aerodynamic efficiency, and overall ride character. Yet for years, the barrier to entry for high-performance carbon wheels has been artificially high, sustained by brand premiums and multi-tier distribution models.
The ICAN G40 gravel wheelset is designed to challenge that paradigm. It is not merely a budget alternative; it is a technically considered product that leverages mature manufacturing capabilities, proven component architecture, and a direct-to-consumer supply chain to deliver a specification that rivals wheelsets costing 40 to 60 percent more.
What follows is a detailed examination of the G40’s engineering, its competitive positioning, and the candid first impressions of an experienced rider who has spent nearly a decade evaluating wheels from established Western brands.
Engineering Philosophy
Rim Profile
The 40mm depth occupies a sweet spot in the aerodynamic spectrum. It provides measurable drag reduction over shallow rims (especially in the 15–25 km/h speed range typical of gravel riding) without introducing the crosswind instability that plagues deeper sections. Combined with a 32mm external width, the rim-to-tire transition is smooth, further reducing turbulence.
A 25mm internal width flattens the tread profile slightly, increasing the contact patch and allowing lower pressures without pinch-flat risk. This directly improves traction and comfort. Notably, the latest ETRTO guidelines recommend a minimum tire width of 29mm for a 25mm internal rim. While the G40 is listed as compatible with 28mm tires, we acknowledge that the intended use case—gravel—makes this a non-issue, as riders will typically mount tires of 40mm or larger.
Hooked Bead vs. Hookless
We chose a hooked bead design. This decision was deliberate. Hookless rims offer manufacturing simplicity and marginal weight savings, but they impose strict limits on tire compatibility and maximum inflation pressure. A hooked bead provides greater flexibility, particularly for riders who may wish to run narrower tires for mixed-surface rides or who prefer higher pressures for loaded touring.
The Star Ratchet System Hub Technology
The ICAN D28 hub employs a 36-tooth star ratchet mechanism. This system, originally patented by DT Swiss, uses two spring-loaded toothed rings that engage simultaneously across their entire circumference.
● 1.Faster engagement (10 degrees, or 36 points of engagement)
● 2.More even load distribution across the drive mechanism
● 3.Reduced wear over time, as the engagement surfaces are hardened steel
● We have implemented it with high-quality sealed bearings and a robust freehub body interface, available in Shimano HG, SRAM XDR, and Micro Spline configurations.
Sapim X-Ray Spokes
These are forged, not cut, from stainless steel, then cold-forged into an aerodynamic bladed profile. The X-Ray is renowned for its fatigue life, tensile strength, and corrosion resistance. It is the same spoke used by countless professional teams and high-end OEM builders. For a wheelset at this price point, its inclusion is a statement of intent.
Weight: 1,321 Grams Claimed
The claimed weight of 1,321 grams per pair (without tape or valves) places the G40 firmly in the lightweight category for gravel wheels. Our tester independently verified the weights and found them consistent with the specification. Achieving this weight with a hooked bead, Sapim spokes, and a steel star ratchet hub requires careful carbon layup optimization. It is not the lightest wheelset available, but it achieves an excellent strength-to-weight ratio suitable for aggressive gravel riding.
The Tester’s Perspective
The rider evaluating the G40 brings over a decade of experience with multiple Hunt wheelsets.He is a seasoned cyclist who understands that meaningful wheel evaluation requires time, controlled variables, and honest reporting.
Initial Observations
Upon unboxing, he measured and weighed each wheel. He noted the absence of pre-installed rim tape, which he considered acceptable given that proper taping is best done by the end user or a trusted mechanic.He specifically praised the Sapim X-Ray spokes, calling them “high-end” and “very nice.” He also recognized the star ratchet hub mechanism immediately, noting that it is a “great system” and that 36 teeth provide sufficient engagement for gravel and road use.
Comparison with Hunt 40 Carbon Gravel Race
The tester plans to mount identical Kenda Krusher 45mm tires on both wheelsets, inflate to identical pressures, and conduct back-to-back rides. On paper, the G40 is approximately 100 grams lighter and costs roughly $300 less than the Hunt wheelset. He acknowledged that 100 grams is “pretty inconsequential” in isolation, but when combined with the price advantage, it becomes a meaningful differentiator.
He emphasized that a thorough wheel review requires a full season of riding—through varying weather, terrain, and loads. He intends to evaluate hub bearing sealing, spoke tension retention, and overall structural integrity over hundreds of miles.
The Direct-to-Consumer Advantage
The tester himself noted the broader industry shift: “Most carbon fiber products… are pretty much all made in China and mostly in one certain area and then mostly in just a few factories.” The concentration of carbon manufacturing expertise in specific regions of China has matured to the point where factory-direct brands can offer products with the same raw materials, processes, and quality control as legacy Western brands.
ICAN is one of those factories. We have spent years producing rims and wheels for other labels. Launching our own brand was a natural progression, allowing us to bypass distributor markups, retail margins, and branding premiums. The result is a wheelset that delivers genuine engineering value at a price that reflects manufacturing cost rather than brand heritage.
Conclusion
The ICAN G40 is a calculated integration of proven technologies—star ratchet hubs, Sapim X-Ray spokes, optimized rim geometry—into a package that redefines the price-to-performance ratio for gravel wheels. It is backed by the same manufacturing expertise that supplies established brands, delivered directly to you. For customers, ordering directly from European and US warehouses also includes shipping and taxes, and products arrive at their homes faster.
For the rider who values substance over logos, and performance over prestige, the G40 represents a rational and compelling choice.
