The Selle Royal Group has confirmed its newest joint venture with Retül bike fit technology.
Selle Royal, a world leader in saddle and component manufacturing, has long focused on innovation, and finding new methods to ‘make a global difference on health and well-being through cycling.’ The Italian based company points to Retül as the its latest ‘discovered instrument’.
Start with fit
Selle Royal’s off-spring brand, fi’zi:k, has ‘always tried to improve the ride experience for all cyclists.’
“We address that mission through innovation, technology development and by designing and manufacturing quality products,” explained Nicola Rosin, Selle Royal Group’s European VP of Sales and Marketing & fi’zi:k’s Brand Director.
“But without a proper fit, quality products have little bearing. Even when discussing saddle choice through Spine Concept, we say, start with fit. If you’re not fit correctly on the bike, you’re not going to be comfortable, you’re going to have a negative experience and you’re not going to be motivated to ride. Whether we’re talking about riding to the market, to the office, doing a century or racing as a career, it starts with fit.”
Promoting cycling
Earlier this year, the Selle Royal brand launched The World Cycling Atlas, an online global initiative that shares and promotes cycling to improve, change and enhance life experiences. The website invites people to share their cycling stories and in so doing hopes to further inspire others to not only ride but to participate in initiatives such as World Bicycle Relief in an effort to improve the lives of others through the bicycle.
Historically, Selle Royal’s global marketing concepts have consisted of real people whose everyday lives enlist the bicycle –with one such example being the San Francisco Bike Coalition’s Community Planner.
