The Selle Royal Group announces its newest joint venture with Retül bike fit technology. Selle Royal, a world leader in saddle and component manufacturing, has long focused on finding new methods to make a global difference on health and well-being through cycling and points to Retül as the its latest ‘discovered’ instrument.  

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 the life experience. The site invites people to share their cycling stories and in so doing hopes to further inspire others to not only to ride but to participate in initiatives like World Bicycle Relief in 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 in the bicycle--from Shanghai’s version of jazz great Chet Baker, to the San Francisco Bike Coalition’s Community Planner.

The company’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, the 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.” Read full story here...