Bodies and Lines in perpetual motion
A balance and strength that comes from movement and activity.
Brand Characteristics
Research
To understand aspirational and enthusiast women cyclists’ needs and perceived comfort of performance road-bike saddles, and the purchase-drivers and influencers of their brand and product selection.
Additional learnings will also set a foundation for fi’zi:k’s future development into women-specific product and marketing needs, retail strategies and communication messaging.
Our Riders
Over 100 women cyclists participated in focus groups, online research, and ride-alongs to identify insights into their dynamic relationship with cycling, and focused exploration of technical, functional and emotional product criteria.
Fi’zi:k WOMEN are a driven group. The themes of community, authenticity, and performance were a backdrop for the cycling experience for these passionate riders.
Lean design with comfort
A narrow rail position for better power transfer, with enhanced wings in two widths creates a comfortable saddle that does not rely on excessive padding for support.
Pressure relief is achieved by calibrating the shape of the surfaces to provide a smooth transition for at the thigh for better pedaling efficiency and performance.
Trend
Strategically placed | Tactile | Functional
Engineered detail and micro surface, adds value and function to surface.
Micro Surface
Inspiration for the development of a unique texture to provide a high-performance surface for the saddle cover materials.
Base and Accent Colours
Contemporary trends from sports, products, and fashion informed the bold colour choices for the sale graphics.
Comfort without compromise
The result is a saddle that is striking in its first read. The choice of Women's UCI team FDJ Aquarelle in 2016-17 tour season.
