Inish line began with a focus on small batch production, product development, and quality control. Soon, building brand identity and expanding the bicycle care category became a priority. In 1990 Finish line recognized that there was international potential for its bicycle lubricants and the company began exporting to Germany and England. Soon, the company began attending European and Asian bike shows and these efforts helped fuel additional global expansion. In recent years, Finish line has focused on teaching cyclists how to choose and use the Finish line lubricants, cleaners, and cleaning tools that match up best with their bikes, the conditions they ride in, and their personal commitment to bike maintenance.