PEZ Profile: Fizik—Behind the Model



The bicycle business is a world enterprise that’s promoting a machine invented within the Victorian Period however which by no means appears to expire of variation or avenues of innovation. Some corporations are big multinationals, whereas others are artisan outlets supplying native markets. Whereas some have seen proponents like Ernesto Colnago or Tom Ritchey, others should be sought out to find their scale and creativity.

The Fizik Arione

In 1956, Selle Royal started manufacturing bicycle saddles in Italy’s Veneto area. Its main markets have been principally the Netherlands and Germany for “consolation” saddles for leisure bicycles. Though the corporate was the biggest bicycle saddle maker on the earth for many years and had dabbled within the racing sphere briefly, it was determined that if the agency wished to maneuver into the excessive efficiency area, a totally separate model could be the reply. Moreover, the title Fizik was chosen because it was determined that, not like a lot of its rivals, there could be no emphasis on Italian custom however the title would replicate ahead considering for a world market.


The Selle Royal Group has grown to the place right now it has 1400 staff and manages six manufacturers, overlaying 80 markets around the globe. Apparently, Fizik is the one model that Selle Royal developed internally, with all different manufacturers, together with Crankbrothers and Brooks, being acquisitions.

fizik Infinito in Moovistar colors

Launched in 1996, Fizik’s aim has been “to take advantage of subtle, inspiring and exquisite gear for the world’s most discerning cyclists.” This started with a variety of saddles, together with the now-classic Airone sequence, and has grown to replicate the adjustments in biking. This expanded protection extends to racing, endurance, off-road, downhill and triathlon. Underneath the Vento Collection for racing, for instance, it serves not solely the highway racing market but additionally cyclocross and cross-country mountain biking. Along with the saddles, Fizik widened its vary of choices, centered on a rider’s contact factors with the bicycle, as sneakers had been launched in 2013 and handlebar tape and different equipment adopted thereafter. A foray into handlebars and stems took Fizik in a distinct route and the model has since returned to its core competencies.


As an industrial producer of saddles, Selle Royal had the experience to maneuver into the efficiency market with Fizik however needed to develop an experience in shoe making from scratch. Fizik’s energy is in design and the stable popularity it has earned in saddles has transferred to its different merchandise. The corporate has seen how customers have moved round in several types of driving and attempt to serve these various markets, understanding that product purchases should not solely oriented in direction of perform however the emotion that good styling evokes. Anybody who has bought a Fizik product, all of that are priced at a premium stage, will see the care that goes into the presentation simply when opening the field.


The model’s gross sales might be seen as divided into three areas, and canopy unique tools producers in addition to the aftermarket. Europe stays the biggest market however is a mature one, with a protracted custom of high-level biking. Nonetheless, the US is seen as completely different, a dynamic outlet with new interpretations of the game, notably in fast development of gravel occasions. Asia shouldn’t be a single market, with Japan a loyal conventional market, however actual vivacity is now evident in Taiwan and Southeast Asia, the place patrons in Thailand and Indonesia search out premium merchandise to replicate the brand new reputation of biking sports activities.

The Movistar group use Fizik

Within the final 5 years Fizik has been a presence in skilled racing and the model considers collaboration with athletes to be key, way more vital than mere movie star endorsement. Working carefully along with athletes and groups is a technique to forge merchandise within the furnace of competitors. Fizik is current in each biking self-discipline right now. In professional highway racing, it provides Movistar with saddles, sneakers and bar tape for each rider, and Fizik saddles are additionally utilized by Jumbo-Visma, INEOS and AG2R. Its merchandise are utilized in downhill and MTB racing and most lately Fizik has begun to work with triathletes as nicely.

HQ in Pozzoleone

Fizik the model is housed on the Selle Royal Group headquarters in Pozzoleone, Italy, nearby of the well-known Monte Grappa area, and the corporate actively promotes bicycle use amongst its staff. A really lively investor in analysis and growth, it additionally has undertaken initiatives to advertise sustainability. Arguably, Fizik is the crown jewel of its six manufacturers and my private expertise with its saddles, sneakers and bar tape (in addition to these wonderful handlebars!) exhibits that, sure, generally you actually get what you pay for.

Fizik Temo Goretex sneakers

Fizik Tempo Microtex in traditional blue

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