Lance Armstrong has signed on to narrate the feature documentary “No Hands: The Wild Ride of the Schwinn Bicycle Company,” from the new doc studio Unfeatured Films. The studio, which launched earlier this year, utilizes what it calls “cost-effective AI-driven innovation” to take archival photos and footage and turn them into usable video clips. The film is eyeing a 2026 release date.
“No Hands: The Wild Ride of the Schwinn Bicycle Company,” currently in post-production, centers on the history of the Schwinn Bicycles. Per the logline: “From its founding as Arnold, Schwinn & Company in Chicago in 1895, to the introduction of the Paramount in 1938 to the Sting-Ray in the ‘60s, Schwinn provided people, especially kids, with a freewheeling freedom like they had never had before. Now 130 years since the company was established, and more than three decades after its bankruptcy in 1992, this is the full untold story of this legendary American brand – and the family who stewarded it to prominence before ultimately losing control of the company.”
The team behind “No Hands: The Wild Ride of the Schwinn Bicycle Company” also produced “The Lego Brickumentary,” narrated by Jason Bateman, and “Loopers: The Caddie’s Long Walk,” narrated by Bill Murray. Unfeatured Films founder Daniel Clarke directs the film, which is produced by David Brookwell, co-founder of Brookwell McNamara Entertainment (“Soul Surfer,” “That’s So Raven”).
Carl Cramer is editor and writer, while KSQD Media founders Khristian A. and George K. Howell (former host of “CNN Newsroom”) as executive producers. The film comes from Tiburon Productions and Gem Pictures in association with Brookwell McNamara Entertainment and KSQD Media, and produced by Human Design. Executive producers are Jim Packer, Chris Brown, David Brookwell, Carl Cramer, Khristian A. Howell and George K. Howell.
Armstrong is now founder and managing partner at early-stage venture capital firm Next Ventūres, as well as founder of the athlete community and brand Wedū. Besides Armstrong, the Tour de France winner and former pro cyclist who was banned from sanctioned events and stripped of his titles after doping allegations, the film includes interviews with Trek Bicycle president John Burke, mountain biking pioneers Gary Fisher, Joe Breeze and Charlie Kelly, and others.
Also, a Schwinn family member speaks to the cameras for the first time: Richard Schwinn, great-grandson of co-founder Ignaz Schwinn.
“Part love letter to a brand we grew up with, part riveting true story of an iconic American brand filled with mystery, No Hands is a passion project for this team,” said Brookwell in a statement. “There aren’t many names that elicit this much passion and nostalgia – from fond memories of getting your first Schwinn, to smiling as Kermit the Frog rode through ‘The Muppet Movie,’ to younger generations who first saw a Sting-Ray-style bike on ‘Stranger Things.’ Through unique accounts from the Schwinn family and a who’s who in cycling – including Lance Armstrong, whose life was certainly impacted by his first Schwinn – the full story behind this legacy can finally be told.”
Said Armstrong in a statement: “My first bike was a Schwinn Mag Scrambler, which was the beginning of everything for me. I have always been curious with Schwinn and its history, and this documentary captures the essence of the iconic brand in a truly compelling way,” said Armstrong.
The AI-enhanced visuals utilize historical and archival stills and material from private collections that are then turned into video.
“At its peak, Schwinn stood alongside Coca-Cola and McDonald’s — not just as a brand, but as a fixture of American life that gave generations their first sense of freedom,” said Clarke. “This film is about honoring that legacy, and spotlighting the intrigue of the company’s rise and fall, using both classic storytelling and modern AI technology to resurrect the story of a brand with unfathomable cultural impact.”
Here’s a first look:
