s we move into the 2016 model year and reflect on what we accomplished in 2015,

there is a lot that we can be pleased about. Not only has our business continued to experience double digit growth in a year that for many didn’t quite deliver what was expected but we have also made some significant investment in our infrastructure that is already delivering exciting results. We have added a number of additional members to the team, especially in the marketing department, resulting in Saddleback now employing 39 very talented people. We are especially pleased to have now launched the second generation of our B2B site after many months in development. This totally revised business tool features many new and industry leading features that we are already receiving great feedback on – and we hope will make dealing with Saddleback easier still. Also in this issue you will see some highlights from our 2016 house show, which was the best supported yet, with retailers travelling from all corners of the country to enjoy a few days with us and some of our brand partners. We were delighted to use this opportunity to officially launch the new collection from Sidi and received the overwhelmingly positive response that we were expecting. We also unveiled our updated company logo that reflects the clean and focused business that Saddleback has become known for over the years and hope you agree it reflects us and our style well! I am sure you will enjoy this issue of incycle and would like to take this opportunity once again to thank you for your support and business.

ANDY WIGMORE MANAGING DIRECTOR

DESIGN NICK.COX@SADDLEBACK.CO.UK

CONTRIBUTORS GEORGE ACTON, MARTIN ASTLEY, TOM BALLARD, EMILY CARR, NICK COX, JESS GREAVES, ROSS GRIMMETT, ASH MATTHEWS, CHRIS TATTON,

ANDY WIGMORE, ADRIAN YATE.

PHOTOGRAPHERS JERED GRUBER, SVEN MARTIN.

SADDLEBACK LTD UNIT 10 EASTER COURT, WOODWARD AVENUE, YATE, BRISTOL BS37 5YS

ONLINE saddlebackb2b.co.uk | facebook.com/saddleback | twitter.com/Saddleback_Ltd | instagram.com/Saddleback_Ltd

COVER STEVE PEAT

PHOTOGRAPHER SVEN MARTIN

06

06 THE GALLERY

16 NEWS

20 EVENTS

26 FRESH PRODUCE

36 THE OFFICE

40 BEST SELLERS

42 LOOKING TO THE FUTURE

44 BICYCLES CHANGE LVES

48 ITALIAN CONNECTION

52 BPW X ENVE

54 DONE AND DUSTED

56 MEDIA COVERAGE

58 TEN QUESTIONS

60 INSTAGRAMS

61 STAFF RIDES

62 NEXT ISSUE

DAVID MILLER MODELLING THE NEW COLABORATION BETWEEN CHPT./// AND CASTELLI.

07

CHRIS FROOME SIDI AND STAGESWINNER OF THE 2015 TOUR DE FRANCE

PHOTOGRAPHER STAGES CYCLING

T H E G A L L E R Y

DANIEL TEKLEHAIMANOT / SERGE PAUWELS CASTELLI AND ENVEA SUCCESSFUL TOUR DE FRANCE FOR TEAM MTN-QHUBEKA

PHOTOGRAPHER JERED GRUBER

T H E G A L L E R Y

STEVE PEAT SMITH OPTICS AND ENVEBACK AFTER A YEAR OF INJURYPHOTOGRAPHER SVEN MARTIN

T H E G A L L E R Y

BRANDON SEMENUK SMITH OPTICSWINNER AT CRANKWORX WHISTLER

PHOTOGRAPHER SMITH OPTICS

T H E G A L L E R Y

JOSH BRYCELAND ENVEWHIPPING AT THE LEOGANG ROUND OF WORLD CUPPHOTOGRAPHER SVEN MARTIN

T H E G A L L E R Y

NINO SCHURTER SIDIWHIPPING TO THREE WINS THIS SEASON

PHOTOGRAPHER SIDI SPORT

T H E G A L L E R Y

MARTIN ASTLEYMARKETING MANAGER

TOM BALLARDDIGITAL CONTENT EDITOR

SMITHSUCCUESS

SEMENUKWIN

STAGESENDURO2

It’s been a tough old season for one of the most stylish, experimental and fearless riders on the slopestyle scene. The rapidly growing level of competition meant Brandon Semenuk lost out at Crankworx Rotorua and Les Deux Alps this year. So with the Redbull Joyride train stationed at Crankworx Whistler, even more pressure was on the Smith Optics rider to preform in front of his home crowd. With the locals roaring him on, Semenuk showed why he is still one of the best in the world at putting his life on the line to hit multiple big tricks in a row, showing perfection in execution and landing that made securing the win look almost easy. Semenuk has his own signature version of the new Smith Squad goggles (see page 32), which will be available soon from our B2B site. Also, be sure to check out his section in the new mountain bike film unReal – captured in one take, it defies belief.

Enduro2, sponsored by Stages Cycling, is a three-day enduro stage race with a twist: the courses are tackled in teams of two, with an emphasis on “shredding great trails with your mates”. That doesn’t mean it’s not tough though, as resident wrench supremo Ross Grimmett and Stages’ own Matt Pacocha found out in the French Alps this June. The stages are all ridden blind – without practice runs – meaning a Stages power meter is ideal for pre-race training efforts and pacing the alpine climbs between stages. “The Stages came into its own when the transitions were long and steep,” says Ross. “With power, you know what’s comfortable, what you can put out and it stops you emptying the tank. People might overtake on the massive climbs, but they’re either fitter or they’re going to explode, especially in the heat. The stages were enormous – 12-plus minutes. It’s the most relaxed serious racing I’ve ever done.”

ATHLETE SUCCESS

BRAND EVENT

MARTIN & TOM

GEORGE’S ADVENTURE

Martin Astley and Tom Ballard have just joined the Saddleback family, bolstering the marketing department. Astley, Saddleback’s new Marketing Manager, brings 10 years’ experience in the cycling industry to the role, having spent the last five years at Hotlines. Martin is also co-founder of BikePark Wales. Astley takes over duties from Andrew Griffiths, who’s moved to the newly created Head of Digital Communication role, overseeing Saddleback’s online marketing efforts, both B2B and B2C. Martin will now be Saddleback’s first point of contact for marketing enquires and can be reached at martin.astley@saddleback.co.uk.Ballard joins Saddleback as the company’s first Digital Content Editor and will be promoting the distributor’s brands and their products via editorial content across B2B and B2C digital platforms. Previously a writer for BikeRadar.com, Tom can be reached at tom.ballard@saddleback.co.uk.

Back in August, myself and 17 other City of Bristol Rowers embarked on a 510-mile bike ride from Bristol to Amsterdam, riding through various famous European cities such as Bruges, Antwerp, Ghent and Rotterdam. We made it to Amsterdam in a total seven of days’ riding and spent a further two days soaking up the continental hospitality – meaning plenty of beer! The overall the trip was an awesome experience and I think we finished it off in style as when we rode into Amsterdam, we stopped off at Holland national rowing lake and took a quick dip all in our custom Castelli bib shorts. Being rowers this was a real treat and a truly memorable way to end a great trip. Now it’s time to rest the bike and pick up the rowing oars until next year, where we will hopefully push ourselves further and harder with an even tougher journey.

NEW STAFF

STAFF RIDE

GOOD LUCK

WINTER SMASHED

As you read this, Felt superstar triathletes Mirinda Carfrae and Daniela Ryf are in Hawaii preparing for a showdown at this year’s Ironman world champs. First and second on their IAs last year, can the pair do it again? Good luck from everyone at Saddleback!

Castelli has smashed Road.cc’s People’s Choice awards for readers’ favourite winter jackets, with three jackets featured on the six-strong list of winners. The Motorolo 3 and Alpha jackets tied for third place, while the unbeatable Gabba 2 was tied for the top prize, taking 27 per cent of readers’ votes!

BIG RACE

AWARD

ALOHA ENVEEnve have become the official wheel sponsor of the Ironman World Championship, which takes place in Kailua-Kona, Hawaii, on 10 October. “Kona is a very special place for Enve,” said Enve CEO Sarah Lehman. “We look forward to seeing our athletes and sharing the Enve aero story and ride experience at this year’s Ironman World Championship.”

BIG RACE

18

NEWS

FOR MORE NEWS HEAD OVER TO WWW.SADDLEBACK.CO.UK

COLABORATION

CHPT.///If riding a bicycle can be an art form, then Chpt. III x Castelli is canvas upon which to create a masterpiece. A collaboration between ex-pro cyclist – and Castelli devotee – David Millar and the Italian brand themselves, Chpt. III represents a new act in the rider’s cycling narrative, following his years in the peloton dressed as a human billboard. “I wanted to create cycling clothing that was constructed for my new life as a non-racer, only designed for riding, not racing, but still with the latest tech and with a collaboration that I’d always known,” says Millar.Designer Richard Pearce worked with Millar and Castelli’s Steven Smith to bring the new range to life. Inspired by the elegance of a tailored suit – renowned tailor Tim Everest was a consultant on the project – the team included sartorial details such as buttons, darts and pleats, maintaining subdued hues and adding flashes of accent colours much like a suit jacket lining. Castelli’s expertise means the garments are made from the very latest fabric technology. The Rocka jacket has Gabba-like protection, but with 30 per cent less volume. The 1.21 Jersey is also a third lighter than the lightest equivalent used in the Tour de France. The range also features freshly designed bib shorts with brace-style straps as well as a baselayer – designed using data from Millar’s ride at Stage 17 of the 2014 Vuelta – as well as armwarmers, legwarmers and socks.The collection will be available at exclusive retailers and online at Mr. Porter

CASTELLICOLABORATION

19

ENVEX

BPW

BIKEPARKWALESOur new relationship with BikePark Wales – providing Enve test wheels that riders can rent (see page 52) – recently gave us the chance to visit the gang in Abercanaid to spend the day getting their on-site store fitted out with a brand new Enve point-of-sale set-up. We think you’ll agree the understated matt black backing with clean metal shelves really makes the range of off-road wheels, bars, stems, accessories and clothing stand out.

NEW FIT-OUT

“It’s great to extend our professional relationship with our friends at BikePark Wales,”says Enve brand manager Ash Matthews. “It offers a great opportunity to get more riders testing Enve wheels on some of the UK’s best trails. Having the wheels setup on their own bikes is the best way to show off the characteristics and quality of these wheels. BikePark Wales have a great team on hand to offer advice and answer any questions.”

Similar POS displays are available to all our Enve dealers – contact your rep for more information.

SERVIZIOCORSEDarren Gumm is now up-and-running as our Castelli Servizio Corse Desginer – handling all aspects of Castelli custom kit. Darren joined us in April and has over 10 years’ experience in cycle kit design, having previously worked with Giordana, managing their UK custom programme.Castelli though, is another level, says Gumm: “Castelli have five factories to handle production, which gives exceptional reliability and flexibility. There’s no limit on colours or logo placement and the kit is exactly the same as supplied to pro teams like MTN-Qhubeka.

CASTELLI CUSTOM

“There’s also unparalleled versatility; you can have a different design for each type of garment (most brands transfer the same design across all kit) and you can change the design as frequently as you like between orders at no extra cost, perfect for little tweaks.”Perhaps the biggest benefit for customers is that Castelli custom isn’t as expensive as you might think and the minimum order is just 10 pieces. This makes Servizio Corse ideal for cycling and triathlon clubs, corporate teams and charity rides – or, in short, any situation where riders want to look their best and ‘dress like the pros’.Darren oversees the whole process from initial contact with clients to quoting, completing the designs and dealing directly with Castelli’s factories. He can be contacted at info@serviziocorse.co.uk.

20

NEWS

CONTACT: DARREN GUMM SERVIZIO CORSE DESIGNERDARREN.GUMM@SADDLEBACK.CO.UK

SIDISUCCESS

FOR MORE NEWS HEAD OVER TO WWW.SADDLEBACK.CO.UK

WORLDCHAMPSSidi athlete Nino Schurter was crowned Cross Country World Champion for the fourth time when he took victory ahead of Julien Absalon in Vallnord, Andorra, in early September. The Swiss athlete had to contend with a wet, rain softened course that made for a dicey, crash bedevilled event. Indeed, conditions were so treacherous that race officials chose to shorten the race by a lap just before the action got underway.The opening lap saw Schurter get off to a flying start, followed closely by French rival Absalon and Ondrej Cink of the Czech Republic, who was relegated to the head of the chase group by the pair of multiple world

RACE REPORT

champions leading the race. That status quo remained true until lap five, when the fireworks started between Schurter and Absalon, the 15-second lead to Cink growing as the duo began to attack one another.A stalemate ensued with Absolon’s powerful climbing being cancelled by Schurter’s superior descending. The Swiss rider finally edged a seven-second lead over the Frenchman near the beginning of the final lap, but Absolon refused to give up the chase until the finish was in sight. Schurter took his fourth CX title in 1:29:22 with Absolon 10 seconds behind and Cink rounding out the podium another 1:05 back.

21

NEWS

22

DEALERSHOW

2015

Our house show ends the summer on a high as Sidi joins the growing Saddleback elite family

23

We always aim for our house show to be a slice of paradise compared to most trade events and this year was no exception. As the summer drew to a close, Saddleback’s staff, brand reps and dealers – current and prospective – once again descended upon the the sleepy, picturesque orchard of the Cross Hands Hotel in Old Sodbury for the most relaxed, and cake-fuelled, show on the calendar.

The biggest news this year was the official welcome of Sidi to the Saddleback family – we had a full range on show, emphasising the breadth of the Italian brand’s road and MTB offerings. Sidi’s

SADDLEBACK EVENTS

Alessandra Covre was on hand to talk prospective dealers through the comprehensive road and mountain bike ranges, and tell the story of Sidi, and Dino Signori’s, ascent to the top of the cycling footwear industry (see page 48).

Sidi brand manager, Rich Mardle, says: “To have such a well established and well respected brand as Sidi join Saddleback’s portfolio is a coup. They’re the most prestigious name in cycling shoes. Sidi have the ultimate blend of style and features, paired with made-in-Italy quality, which makes them a perfect fit for us.

“Everyone’s been extremely receptive to the Sidi brand and their extensive range. From top-end road shoes to winter boots, mountain biking and female-specific options, there’s something for everyone that values true craftsmanship.”

On the scorpion side, exciting additions to the 2016 Castelli line-up include the Tempesta range, which, simply put, gives full-body Gabba-like coverage for wet, miserable conditions. This makes the collection of jacket 3/4 Pants, leg warmers, cap, hood, gloves, bibs and shoe covers perfect for British weather. The secret ingredient is Castelli’s

LEFT AND ABOVE OUT ON THE DEMO RIDE AND ENJOYING THE ENDLESS AMOUNT OF FREE COFFEE AND CAKE.

24

SADDLEBACK EVENTS

exclusive eVent fabric, which offers protection from the elements while remaining breathable.

Castelli also seem keener than ever to keep you comfy off the bike, with the stylish new Cross Prerace Jacket, reversible Meccanico waterproof and Meccanico puffy jacket, sweater and long-sleeve top. The designs are inspired by the styles seen during the 1950s’ professional cross seasons and ideal for wear before the racing gets going.

In addition to the main range, Castelli custom is taking off in a big way thanks to our in-house Servizio Corse Designer, Darren Gumm, who attended the house show for the first time. Darren joined Saddleback in April and provides a bespoke design service fit for such a quality brand across Castelli’s road and triathlon lines.

With 10 years’ experience in cycling kit design for comparison, Darren says Castelli offers the

best service for any club, charity or corporate team looking to ride out in style: “Castelli have five factories to handle production, which gives exceptional reliability and flexibility. There’s no limit on colours or logo placement and the kit is exactly the same as supplied to pro teams like MTN-Qhubeka.

“There’s also unparalleled versatility; you can have a different design for each type of garment (most brands transfer the same design across all kit) and you can change the design as frequently as you like between orders at no extra cost, perfect for little tweaks.”

The Enve range is continually growing while existing product lines are being finessed for 2016. Enve’s Ken Bloomer was on hand to share news of the new Enve SES 2.2 ultra-light climber’s wheels, which also feature the brand’s first in-house carbon hubs. All-up weight for the wheelset is a

ABOVE AND RIGHT THE ENTIRE NEW SIDI RANGE WAS ON DISPLAY, WHILE OUR BRAND MANAGERS WERE ON HAND TO ANSWER ANY QUESTIONS.

staggeringly light 900g and the technology has already been proven at the highest level, with MTN-Qhubeka’s Steve Cumming racing to a stage victory at this year’s Tour (see page 44). The hubs themselves weigh only 232g per pair. They’re full carbon – including the flanges – and have moulded conical spoke holes to optimise spoke tension. The hubs roll on silky-smooth DT Swiss internals compatible with Shimano, SRAM and Campagnolo freehub bodies.

Enve brand manager, Ash Matthews, says: “Enve’s reputation of creating the best wheelsets in the world will be taken to another level with the introduction of carbon hubs. The new 2.2s are already race proven and there’s more to come before the end of the year!”

Stages Cycling’s David Walker flew in from the US to show off the Colorado brand’s newest tech. Having developed a new strain gauge for use with

SADDLEBACK EVENTS

25

MEET THE TEAM

26

carbon crankarms, Stages have a big 2016 ahead as new units hit the market early next year.

For the first time, Campagnolo users will be able to get their hands on Tour-proven, and Tour-winning, power meter technology, while there’s also an FSA SL-K light model. Stages have also developed their own carbon crankarm in partnership with FSA, which, thanks to a choice of screw-in axle lengths is compatible with SRAM Red, SRAM BB30 and SRAM MTB cranksets. The new meters also feature a completely redesigned module that’s slimmer – for better undermounted brake clearance – and has a more secure battery compartment.

Brand manager, Rich Mardle, says: “Stages have again proved they’re the best in the peloton this summer at the Tour, but the carbon range opens

up affordable power meters to a whole new customer base. The new module design will filter in across the range, offering riders a more robust housing unit, too.”

With Astute’s uniquely constructed and beautifully made saddles having courted plenty of fans since joining us in 2014, the young, but unarguably innovative, saddle manufacturers are upping the ante for the 2016 range, offering more shapes to tackle different disciplines. The Mud Lite and Mud Line are designed for enduro use; the Time Lite is Astute’s new perch for the race of truth; while the Sea Lite is the new semi-split nosed triathlon saddle in the range.

Of course, there was so much more to see than we can cover here, but other stand-outs include Castelli’s new luggage range; Silca’s stunning

Impero Ultimate frame pump; the new Smith Optics Squad MTB goggles (see page 32); 2016 Vredestein tyres and Arundel accessories; and of course, a wide range of mountain and road bikes from Felt – the latter of which were taken on regular test rides around the charming lanes of South Gloucestershire by Saddleback staff, existing dealers and potential new retailers. Everyone was also outfitted in custom Saddleback Castelli kit and received Castelli Café drinks bottles along with a tube of Sportique Century Riding Cream, giving every rider Saddleback mementos from their visit.

The show closed on Thursday afternoon after a hugely successful three days that highlighted the depth of our brands’ 2016 offerings and further cemented our position as the UK’s top distributor of elite performance products. TOM BALLARD

ABOVE DEALERS GOT A CHANCE TO GET UP CLOSE WITH 2016 RANGES, WHILE NO-ONE MISSED OUT ON THE EXCELLENT FOOD.

BRYCELAND AT HOME

27

Every August we are not only proud to be the main sponsor of the Saddleback Sodbury Sportive but also keen to have a good crack at it. Each with different motivations for doing it, we all gathered on a cold August morning to tackle the 60 or 100-mile routes. For Emily it was a chance to keep the engine ticking over ready for her Ironman, for myself it was the first I’d sat on my road bike for more than two hours this year, both of us doing the 100 mile slog. Riding through some of the most beautiful scenery in the South West we all had an amazing time with our brands represented by all of us head to toe! Special mention to John Wager who was the fastest on the day for the 100 mile ride. Maybe next year I’ll train for it...maybe. NICK COX

ROUND UP

GEORGE ACTONEMILY CARRCHRIS TATTON

NICK COXASH MATTHEWS

WILL FUSSELLANDY WIGMORE

ADRIAN ERSKINEJOHN WAGERROSS GRIMMETT

S TA F F E N T R A N T S

E U R O B I K E 2 0 1 5A busy show for Saddleback and, for the second year running, we are

named King of the Mountain at Enve’s Eurobike awards

Wall-to-wall meetings for the Saddleback team at Eurobike 2015 made it perhaps our busiest and most productive trip ever to the zeppelin hangars of Friedrichshafen. We spent plenty of time catching up with our existing brands ahead of our own annual house

show (see page 20); letting them know what we’ve been up to in the past year – both with brand building and our vision for the future of the company. We also dipped our toes in the water for possible future collaborations with new partners. Indicative of our

continued success in driving our brands forward, we were awarded Enve’s King of the Mountain award for the second year running. Presented to our brand manager Ash Matthews by Enve’s Jason Bond, the award celebrates the exceptional Enve MTB growth

Saddleback has continued to build. Here’s to another year of continuing to grow our existing and future brands in ways that sets Saddleback apart form the rest! NICK COX

29

EVENTS

30

FRESH PRODUCE

Enve challenge themselves to create wheels that are fast, strong and light. To make this possible they have created a one of a kind ultralight hub that sacrifices nothing in terms of stiffness and durability. The carbon road hub debuted under team MTN-Qhubeka in their debut at the 2015 Tour De France and was ridden to a victory on stage 14 by Steve Cummings. The weight boasts of the front hub come in at 74g and 158g for the rear.

ENVEHUBS

31

FRESH PRODUCE

ENVESES2.2The Smart ENVE System 2.2 Tubular is optimized for racing through the mountains. At 25mm deep and 27mm wide the SES 2.2 was developed in the windtunnel for maximum stability in gusty wind conditions and was created for use with 25mm tires. The new moulded-in brake track delivers equal braking performance in wet and dry conditions. In addition to the new brake track, the 2.2 is delivered with two sets of our new black brake pads.

32

FRESH PRODUCE

As David Millar’s career came to an end he realised it also meant the end of his collaborative relationship with Castelli. To prolong this collaboration, he has created a range of cycling clothing that was constructed for his new life as a non-racer, only designed for riding, not racing, but still with the latest tech. It’s sartorial style meets cycling substance. This is the next chapter.

CHPT.///

33

FRESH PRODUCE

CASTELLITEMPESTAThe new jacket had to be lighter, more compact to fit in a pocket, and more aero than ever before. So Castelli developed an extreme stretch, waterproof

fabric to use on the shoulders, elbows and side panels. The resulting jacket fits close to the body

and has minimal volume, yet without being too tight and binding when in the tuck position.

shoot at cross hands sunny day.GOGGLES

34

Smith’s first unapologetic mountain bike specific goggle, the Squad MTB, provides you with crystal-clear vision, maximum ventilation, excellent fit and the helmet integration that you’d expect from Smith. The Squad MTB comes with a premium-mirrored lens installed and an additional clear lens. Both cylindrical, ultra-durable carbonic-x lenses are massive for a large field of view.

SMITHSQUAD

FRESH PRODUCE

35

SIDIFROOMEChris Froome’s Tour-winning shoe from this year’s Tour De France, the Wire Carbon Vernice Road in custom yellow fit for the maillot jeune. It features all the outstanding quality and top-end features that make Sidi a staple of cycle shoe excellence. With Soft Instep 3 Closure, Adjustable Heel Retention and Tecno-3 dial for a detailed custom fit. This yellow is reserved for Tour winners but there is a custom Team Sky blue shoe soon to be released.

FRESH PRODUCE

Enve’s European Brand Manager, Ken Bloomer, stopped by our House Show to help us out at the Enve stand. He brought along his beautiful, fully Enve’d-out Crema Cycles bike. Declaration of bias: he owns the company! Ken was previously a barista who owned and ran his own coffee shop and trained others in the art – a career that gave Crema Cycles their name. The gorgeous bubblegum blue frame is combined with matt-black Enve wheels and finishing kit, and drew a lot of attention from showgoers. Check out the new Enve fender available soon from us just in time for winter!

SHOWSTOPPER

CHRIS KING R45 DISC 135MM QRENVE SES 3.4 DISC

ENVE CLASSIC SEATPOST 25MM OFFSET

“The Saddleback dealer show was spot on! Great format for us to show and talk about ENVE with dealers and media. I was especially flattered to be afforded the chance to show my personal gravel bike and the rides around the event were an excellent opportunity to have some quality conversations on the bike. Looking forward to coming back next year.”KEN BLOOMER ENVE EUROPE BRAND MANAGER

36

FRESH PRODUCE

ENVE CLASSIC ROAD BAR42MM SHORT SHALLOW

ENVE SES 3.4 DISC

NEW ENVE GRAVEL FORK 12MM THRU-AXLE

CHECK OUT THE NEW ENVE GRAVEL FORK FENDER

CHRIS KING R45 DISC 12MM THRU-AXLE

ENVE CLASSIC STEM 110MM

37

FRESH PRODUCE

38

THE OFFICE

WHO IS TOM?That’s far too philosophical a question to answer here, but in short: insufferable triathlete, who loves bikes. WHERE DO YOU LIVE? Trowvegas, capital town of Wiltshire. WHAT’S YOUR JOB TITLE? Digital content editor. WORST JOB YOU EVER HAD? Christmas temp in a Game store with mums trying to murder me for running out of Nintendo Wii consoles. FAVOURITE PLACE TO RIDE? It has to be the French Alps – long climbs up real mountains. In the UK, south Wales – shorter climbs up smaller, though equally real, mountains. FAVOURITE BIKE INVENTION? Reckon I’d struggle without a rear derailleur… or brakes. WHAT MAKES YOU ANGRY? Misappropriation of apostrophes. WHAT MAKES YOU HAPPY? Correct usage of apostrophes, tri training with the wife, movies, things that make me laugh. WHAT’S THE #1 MOST PLAYED SONG ON YOUR IPOD?Probably something by Elvis Costello, but my music knowledge is laughable WHAT IS ONE OF YOUR FAVOURITE QUOTES?I like Greg LeMond’s “It never gets easier, you just go faster”. WHAT CHORE DO YOU ABSOLUTELY HATE DOING?Recabling time trial bikes and hiding shyness behind humour. WHAT IS YOUR FAVOURITE TIME OF THE YEAR?Anytime there’s light enough to train. WHAT’S YOUR FAVOURITE MODE OF TRANSPORTATION?Bicycle, closely followed by spaceship. WHAT’S YOUR LEAST FAVOURITE MODE OF TRANSPORTATION?Bus, particularly double deckers. IF YOU COULD CHOOSE TO STAY A CERTAIN AGE FOREVER, WHAT AGE WOULD IT BE?Ask me again in 10 years. IF YOU COULD LEARN TO DO ANYTHING, WHAT WOULD IT BE?Build time machines from Deloreans, get good at triathlon. IF YOU HAD TO CHANGE YOUR FIRST NAME, WHAT WOULD YOU CHANGE IT TO?Probably Ballard, there’s something nice about an alliterative, palindromic name. IF YOU COULD MEET ANYONE, LIVING OR DEAD, WHO WOULD YOU MEET?I’d love a dinner party with Hugh Jackman and Alan Partridge. WHICH CELEBRITY DO YOU GET MISTAKEN FOR?I can honestly say I’ve never been mistaken for anyone remotely interesting. THE BEST/WORST GIFT YOU’VE EVER GIVEN/RECEIVED?Best gift I’ve received was a pedal-powered Batmobile. I was gutted when I grew out of it. WHAT’S THE BEST BIT OF ADVICE YOU COULD GIVE?Don’t ask Tom for advice... and keep it real. HOW WOULD YOU LIKE TO BE REMEMBERED?Died foiling a bank robbery while saving women and children from a sinking ship.

SHOPFOCUS

Another month and another Bepsoke store opens, this time in the banking district of London, Gresham Street. The shop sells Castelli and Enve and so we thought as with the other store we’d show them some love. With a cool industrial feel to the store we made some scaffold bar wheel and acessory stands for Enve to fit in with the shop’s design. Also with our trademark POS Castelli huge scorpion we breathed life into the dull white slate wall. Bespoke have seen great success with their stores and here at Saddleback are always keen to support our dealers in whichever way we can. If you would like to find out more about how we can support you through store graphics and point of sale display then contact your rep and we will do our best to help. NICK COX

OUR FAVOURITE PRO QUOTE

“Without you guys I would not be standing up here: this is your yellow jersey as much as it is mine. I will always respect it, never dishonour it and I’ll always

be proud to have won it.”CHRIS FROOME TEAM SKY

BESPOKE CYCLING30 Gresham St, London EC2V 7PGwww.bespokecycling.com

THIS ISSUE WE MEET NEW TEAM MEMBER TOM, SADDLEBACK’S FIRST DIGITAL CONTENT EDITOR.

MEET THE TEAM

YOU WILL NEEDShimano E-Tube interface deviceA computer

“If you work on, and sell, road and mountain bikes with Shimano Di2 groupsets, it’s definitely worth investing in the E-tube interface device that Shimano make (Madison part number SM-PCE1 – http://bit.ly/1KqiGN5). This plugs into a PC and allows you to fault find, and also set up many custom options within the shifting system. Each Di2 component has its own firmware and this can be updated too.”

ROSS GRIMMETT SENIOR MECHANICEVERY ISSUE WE WILL BRING YOU INSIDER TECH TIPS FROM OUR CHIEF MECHANIC ROSS

DIGITALWRENCHINGTECHTIPS

39

THE OFFICE

OUR 2015 DEALER SHOW BROKEN DOWN INTO NUMBERS.

OFFICE IN NUMBERS

12

394

1517

1

375

200

63

of our brands on display

cake slices consumed

huge new barnd - Sidi

square metres of display space

dealers rode on the demo ride

Sidi Cafe offering free coffee and cakes

custom Saddleback jersey and shorts ordered

free coffees consumed

CHRIS TATTON SERVICE ADMINISTRATOR2014 FELT Z1 FRAMESETRRP £1699

With the exception of a Shimano groupset this bike is built up entirely with Saddleback products (Enve, Vredestein, Astute and Arundel). The slightly more relaxed geometry and longer wheelbase gives me a position that I find ideal for longer sportive rides without getting any discomfort, but getting the weight and overall performance benefits of a high end road bike. Ride quality is great, just as well as the local roads have more than their fair share of rough surfaces. The internal routed brake and Di2 cables give the bike a really clean look too.

MILEEATERSTAFFPICKS

DIGITALINCYCLEHere at Saddleback we care about the environment, let’s face it if we ruin it where will we ride? So you can read and download the latest issue of incycle from the link below. Missed an issue? Head to the same link and download the back catalogue of any incycle since its birth. www.issuu.com/saddleback

DOWNHILLJESS

Knowing that Val Di Sole was one of the steepest, roughest and most brutal tracks on the circuit I decided to go to Schladming for a few days before the race to get up to speed on steep technical tracks. The riding there is amazing; I can see why so many people loved racing the World Cup there! After a five-hour drive we arrived in the Valley of the Sun for track walk: damn that track is steep! You go off a blind crest on the hill and meet a minefield of huge boulders ready to eat your front wheel! I was pretty nervous heading up for my first practice run but got stuck in and it wasn’t so bad. I walked the track again during the timed training for the top 20 riders and learnt a lot watching the lines people were

Tales from my Schladming/Val Di Sole adventuretaking. I tried to get the track ingrained in my head as best I could so that I was confident I could fully commit to each turn come qualifying runs. I knew it would be so hard on the arms to hang on for a full run here! I got to the first steep chute in qualy and caught the girl in front of me up. I shouted for her to pull over as I was mid air off a drop and so nearly ran her over as I couldn’t stop on this almost vertical section! I hung on as best I could down the rest of the track and ended up 31st. I was aiming for a top 20, but happy to make it down in one piece! It was a steep (pardon the pun) learning curve but I gained a lot of experience and can’t wait to get into more World Cups next year.

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THE OFFICE

IRONEMILY

With the end of the season in sight, and an Ironman less than a month away, I am gleefully entering the tapering section of my training after a long, tough few weeks! This included the Saddleback Sodbury Sportive, which once again was excellently organised and set me up perfectly for Ironman 70.3 UK the weekend after. This notoriously tricky event was completed in driving rain and typical English summertime temperatures but a good time and good training. The Hoy100 rounded this off the weekend after, a brutal 100 miles in Tour de France Yorkshire territory. All through this, I have come to realise the most essential pieces of kit I will be taking over to Mallorca for Ironman – my Castelli Stealth T1 jersey, Smith Asana sunglasses and my Enve SES 3.4s. All have looked after me very well, and given me huge confidence after my accident. Next issue, I’ll let you know how I got on…

I’ve been hitting the Ironman training hard.

CHRIS TATTON SERVICE ADMINISTRATORSIDI SHOESRRP £TBC

ITALIANMADESTAFFPICKS

“Upon our return from the local flower show, we sat down to watch University

Challenge, during which we all answered the questions correctly. ”

LORD CHARLES COLEMAN CUSTOMER SERVICE

COXY’SGETTINGTHERE

In my column last issue I spoke about whether I could remember how to ride a bike as it’s been so long off one. Well good news, it was ok... kind of. My first outing saw me have a little off at Cwm Carn but that just pushed me on to get back my speed. A few visits to my favourite place to ride at the moment Bike Park Wales and I began to get my confidence back. Also jumping on my road bike to ride a 103 mile sportive with no training went well, sort of. Just over 6 hours saw me finish the Saddleback Sportive absolutely hanging but pretty chuffed to have completed it. It’s amazing how quickly you lose your edge and fitness when off the bike and how much you need to do to rebuild it but I’ve made a pretty good start.

Bike Park Wales still a firm favourite of mine.

When I started cycling towards the end of the 1970’s road shoes still had leather uppers and wooden soles to which the slotted cleats were nailed into position. I remember riding in new shoes for a day or so without any cleats attached, so the pedal would mark the sole of the shoe where the cleat needed to be nailed. In the early 1980’s Sidi produced a nylon soled shoe with an adjustable cleat already attached. This was a great step forward. I’m really looking forward to trying Sidi again to see if they are as good as they used to be. I’m sure they will be.

YOU WILL NEEDFoam, Scissors, Disc Brake Cleaner

“Cut single sided adhesive foam to size, clean the calliper area with disc brake cleaner sprayed on a cloth and stick the foam in place.”

ROSS GRIMMETT SENIOR MECHANIC

RATTLEPADTECHTIPS

OUR FAVOURITE OFFICE QUOTE

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1. 1990 RALEIGH EXTREMEWhere it all started, Christmas morning upwrapping this badboy and riding it around the garden in the snow. One of my fondest bike memories.

2. 1997 SPECIALIZED ROCKHOPPER FSAt the age of 16 I worked at JJB for £2.52 an hour to pay off my first owned (not parent bought) mountain bike. Skidded, crashed and bunny hopped to within an inch of its life. All that’s left now is the frame.

3. 2005 SANTA CRUZ CHAMELEONThe do it all hardtail would still be in my possession but it was stolen a few years back, this is the bike that gave me more confidence and guts to do stuff that I probably shouldn’t have.

4. 2013 ORANGE FIVESuper fun, easy to clean and look after. I bought one of the last 26inch ones made in bright neon yellow. It progressed my riding massively and looked the coolest!

5. 2015 SANTA CRUZ NOMADAll change - no more single pivot or 26inch wheel, I’m now at the cutting edge of technology with VPP and 650B wheels and my riding has definitely benefited from it. Anything that makes me a better rider and gets me out of trouble is win win for me.

OUR HEAD OF CREATIVE NICK COX SHARES WITH US THE TOP FIVE BIKES HE HAS EVER OWNED.

TOP FIVE

TOM’STRUNKS

Given that I make up 50 per cent of Saddleback’s triathlete quota – admitting that has already lost me some respect in the office – I’m completely jealous of Emily heading over to Ironman Mallorca, especially because I’ve not raced since June. That last race – 70.3 UK – went surprisingly well, so naturally I didn’t want to spoil everything by having an awful day at another event. Instead, I’ve let the TT bike gather dust and embraced my inner roadie – no tri bars, getting obsessive about weight (not aerodynamics) and just enjoying the wonderful summer we’ve had sans heart rate monitor and power meter. Experiencing the Tour’s Grand Depart and following the rest of the race (as well as the Vuelta) has helped keep me motivated, but my roadie attitude couldn’t have been nourished better than joining David Millar and Castelli for the launch of the Chpt./// collection. I’ve never been into the full kit thing, but seeing the passion – and lack of cynicism – of Millar towards the clothing has made me realise that taking a bit of care to look good on the bike isn’t such a bad thing. Of course, all that style consciousness is sure to take a massive hit as soon as I return to my Speedos, crop top and high-viz headband.

Being a roadie’s great, but lacks Speedos.

THE OFFICE

WHO IS MARTIN? I am a bike obsessed thirty something year old who’s spent the majority of my working life in the warm embrace of the bicycle industry. Having graduated with a degree in Zoology from Bristol university I briefly dabbled as an Ecologist before jacking it all in and risking it all to live in Canada and pursue a career doing what I love. Ten years later I find myself joining the amazing team at Saddleback as the new marketing manager and also as joint owner of BikePark Wales, one of the UK’s best mountain bike destinations. Above all I’m a fanatical cyclist with a love of everything on two wheels be it road or MTB, as long as it has two wheels and a set of pedals I’m happy.

WHERE DO YOU LIVE? Abergavenny, Brecon Beacons National Park

WHAT’S YOUR JOB TITLE? Marketing Manager

WORST JOB YOU EVER HAD? Picking dried flowers for 50p an hour

FAVOURITE PLACE TO RIDE? That’s a really tough one. I love to ride at home in south Wales but Liguria in Italy and Whistler in Canada are pretty special too.

FAVOURITE BIKE INVENTION? Disc brakes

WHAT MAKES YOU ANGRY? Small mindedness

WHAT MAKES YOU HAPPY? Friends, family, sunshine and bikes

WHAT’S THE #1 MOST PLAYED SONG ON YOUR IPOD?I’m embarrassingly uncool/uneducated when it comes to music, I actually don’t even own an ipod and have no music on my phone! I guess my most listened to song on Spotify is probably My Silver Lining by First Aid Kit.

WHAT IS ONE OF YOUR FAVOURITE QUOTES?“Never never never give up” Whinston Churchill

WHAT CHORE DO YOU ABSOLUTELY HATE DOING?Any kind of admin to do with finances. Luckily my wife is an accountant so she tends to lead on that side of things!

WHAT IS YOUR FAVOURITE MONTH OF THE YEAR?My favourite month of the year is probably May. I love the vibrant green colours of new spring growth, the trails begin to dry out but they aren’t too overgrown and in theory a long hot summer lies ahead..Spring feels like a time of new beginnings and positivity.

WHAT’S YOUR FAVOURITE MODE OF TRANSPORTATION?Possibly a clichéd answer for this publication but without a doubt the bicycle

WHAT’S YOUR LEAST FAVOURITE MODE OF TRANSPORTATION?Bus. I hate buses. I’d rather run ten miles than get a bus

IF YOU COULD CHOOSE TO STAY A CERTAIN AGE FOREVER, WHAT AGE WOULD IT BE?23, I was living in Whistler, riding my bike everyday, fit as a fiddle and I had zero responsibility in my life. Good times..

IF YOU COULD LEARN TO DO ANYTHING, WHAT WOULD IT BE?I plan to learn a martial art before I’m 40.

IF YOU HAD TO CHANGE YOUR FIRST NAME, WHAT WOULD YOU CHANGE IT TO?With a surname like Astley you have to pick first names with care. I’ll stick with Martin thanks

IF YOU COULD MEET ANYONE, LIVING OR DEAD, WHO WOULD YOU MEET?Nelson Mandela

WHICH CELEBRITY DO YOU GET MISTAKEN FOR?It’s usually either Brad Pitt or Tom Cruise ;-)...

WHAT’S THE BEST/WORST GIFT YOU’VE EVER GIVEN/RECEIVED?My wife and I gave my niece her first bike for Christmas last year. That was a pretty special gift to give.

WHAT’S THE BEST BIT OF ADVICE YOU COULD GIVE? Never never never give up. If you are determined enough and work hard enough you’d be amazed at what you can achieve.

HOW WOULD YOU LIKE TO BE REMEMBERED? As someone who always tried to do the right thing

THIS ISSUE WE MEET SADDLEBACK’S NEW MARKETING MANAGER, MARTIN ASTLEY

MEET THE TEAM

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BEST SELLERS

BESTSELLERSThe last three months have continued to see the growth of Astute saddles with the top-end Skycarb VT being the strongest seller. Stages continues to gather ground at a rapid rate and the Shimano 105 has for the first time overtaken the Shimano Ultegra crank. The Smith Optics

ASTUTESKYCARB VT

RRP £360

Forefront helmet has seen a big increase in sales, possibly due to people getting ready for the winter months with the road bike put away and the mountain let loose. Arundel stainless still continues to be the best selling bottle cage, super light, strong and affordable.

CASTELLIUNICO GLOVE

RRP £15

ENVEGARMIN MOUNT

RRP £40

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BEST SELLERS

JULY 2015 - SEPTEMBER 2015

SMITH OPTICSFOREFRONT

RRP £190

ARUNDELSTAINLESS

RRP £25

STAGES CYCLINGSHIMANO 105

RRP £599

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LOOKING TOTHE FUTURE

Saddleback’s logo evolves for 2015 and multi-media usage

Over the timescale of a year we began the concept of creating a new logo for Saddleback: A logo that we wanted to reflect

where we had come from in the last 10 years to looking to the next 10 years ahead of us all; a logo that communicated forward

thinking but with a hint of the past. After a long and thorough process, where many designs were created and avenues explored,

we decided that the re-engineering of the existing logo was the best way to achieve this. So, with input from the team within

the company, the logo was created. The decision to exclude the mountain symbol was one that was taken for the logo to be used

over a variety of different media, something that was difficult with the shape the mountain created. NICK COX

2014 ANNIVERSARY GOLDCELEBRATING TEN YEARS OF SADDLEBACK LTD WE INCORPORATED THE GOLD MOUNTAIN IN 2014.

2008 SHORTENED TAILTHE ‘TAIL’ WAS SHORTENED A FEW YEARS LATER TO HELP WITH USAGE AND BALANCE.

2004 ORIGINAL LOGO THE LOGO THAT STARTED IT ALL OVER TEN YEARS AGO WHEN SADDLEBACK LTD WAS BORN IN 2004.

2014 THE GREY ERAA MORE SUBTLE, LESS OVERPOWERING, SOFT GREY WAS USED AS SUBLIMINAL BRANDING.

2015 NO MORE MOUNTAINTHE GROWING USAGE ON DIFFERENT MEDIA MEANT IT WAS EASIER TO EXCLUDE THE MOUNTAIN.

“I feel extremely proud to be part of the redesign of the Saddleback logo and rebranding of the company. It was a long and very thorough process which

has now resulted in a logo that will last the course of time.”NICK COX SADDLEBACK HEAD OF CREATIVE

LOOKING TO THE FUTURE

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2015 THE NEW LOGOA GLIMPSE AT THE PAST WITH

A MODERNISED FUTURE LOOKING FEEL AND DESIGN TO

TAKE US FORWARD.

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46

YORKSHIRE AGGRESSION

A lot of people where very surprised when Team MTN-Qhubeka received a wild card for the 2015 Tour De France – let’s face it, even when Mario Cipollini was resplendent in World Champion stripes his Acqua-Sapone team weren’t offered a place. The Tour has often been seen to overly promote French teams in its wild card selection, rather than looking at a team’s overall ability.

As a case in point, 2015 also saw the inclusion of French team Bretagne-Seche (‘Who?’ I hear you cry) but MTN had shown good form in the 2014 Vuelta and earned a place – possibly because of their attacking style, but perhaps more likely down to the fact that by selecting the first African-based team, Tour director, Christian Prudehomme, guaranteed more global media interest in the run-up to the Tour.

On MTN-Qhubeka’s appointment to the Tour’s start list, the team’s general manager, Brian Smith, said: “I feel extremely proud to be part of a bit of African Cycling History. It’s been a lot of hard work from many people and today has been very emotional when it was confirmed we would ride the Tour de France. →

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BICYCLESCHANGE

LIVES

“I feel extremely proud to be part of a bit of African Cycling History. It’s been a lot of hard work from many people and today has been very emotional when it was confirmed we would ride the Tour de France.”BRIAN SMITH GENERAL MANAGER MTN-QHUBEKA

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BICYCLES CHANGE LIVES

“This is a new chapter for MTN-Qhubeka and we hope there will be many more chapters to come. This team is about making a difference and we are looking forward going to the Tour and making sure we make all our partners and supporters happy”BRIAN SMITH GENERAL MANAGER MTN-QHUBEKA

“This is a new chapter for MTN-Qhubeka presented by Samsung and we hope there will be many more chapters to come. This team is about making a difference and we are looking forward going to the Tour and making sure we make all our partners and supporters happy.”

So it was, that with a strong drive for the riders to prove both their athleticism and highlight a strategy of greater importance for African cycling, team MTN-Qhubeka lined up at the start in Utrecht, but what could they achieve against such a talented field?

The short answer – a lot – or rather, much, much more than expected. On Stage 6, Daniel Teklehaimanot – already making history by wearing the Eritrean national Jersey in the Tour – became the first African rider to pull on the Polka Dot King of the Mountains jersey. He achieved this by setting off in the day’s early break (along with – typically – two French riders) and attacking every

climb, focused not just on the day’s prize but on the greater importance that a podium spot would mean to the Qhubeka project.

“I am really happy to take the jersey,” said Teklehaimanot. “It is a big step for African cycling and I feel really proud at the moment because I have this jersey. I am excited to be able to show my team’s colours on the podium because we are trying to give 5000 bicycles to African students, being on the podium will help our project and I want to help make a difference for my African people. It was always our plan to get this polka dot jersey so I am happy we could do it. I am proud to be African and I am proud to be Eritrean. This is a day I will never forget.”

For some teams, getting to stand on the podium with a leader’s jersey would have been more than could be expected in a debut Tour but the fairy tale that was MTN-Qhubeka’s first tour was about to get a fittingly magical final act.

Stage 14 on 18 July coincided with Nelson Mandela Day and, for an African team based around an African charity, it was always going to be a big day. To celebrate and to bring awareness to this special African day, all the team wore orange helmets.

Receiving coverage for their helmets was one thing, but what might have been MTN- Qhubeka’s wildest dream became a reality when British rider Steve Cummings won the stage. As cycling photographer Jered Gruber quipped, “You couldn’t have written a better script.”

The new kids on the block weren’t just surviving – they were leading the way. Steve Cummings crossed the line following a thrilling last-minute escape from an in-fighting French pair, displaying the team’s five-finger salute to symbolise the #BicyclesChangeLives campaign which aims to put 5,000 African children on bicycles. It was a truly proud moment for the African team.

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YORKSHIRE AGGRESSION

It was the British rider’s first Tour win, and he was understandably elated afterwards. “Everyone went bananas at the start of the climb but the key was to remain calm and take my opportunity when it arrived,” said Cummings. “I made contact with the two Frenchman at the top of the climb and knew they might hesitate to chase me if I got the jump on them on the flat part before the finish. I threw caution to wind and just went for it. It paid off and I won the stage. This is an incredible day for me and the team, with it being Mandela Day the team was motivated more than usual but I don’t think we can quite believe what has just happened. It may take a while to sink in.”

Reflecting on the 102nd Tour de France must give the fledgling African team a sense of deep satisfaction. From the moment Daniel Teklehaimanot made history by getting the team’s first Tour underway in the Eritrean national jersey, MTN-Qhubeka couldn’t have planned the next three weeks any better.

The team rode away from the world’s biggest annual sporting spectacle with four days in the Polka Dot Jersey; a stage win on Nelson Mandela Day; 14 top-10 results – including seven top-fives; fifth in the overall team classification; and a superb 13th place finish overall for Serge Pauwels. All this ensured MTN-Qhubeka beat all expectations – and many more illustrious teams – proved their team’s World Tour calibre and gave priceless exposure for the #BicyclesChangeLives campaign. All in all, a resounding success.

To find out more info on Team MTN-Qhubeka please visit the official website www.teammtnqhubeka.com where you will find links to the Qhubeka project.

Team MTN Qhubeka official partners include Castelli apparel, Enve wheels and Sci-con bags – all available from the Saddleback B2B. ADRIAN YATE

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ITALIAN CONNECTION

WITH SIDI HAVING JOINED SADDLEBACK AS OUR EXCLUSIVE FOOTWEAR BRAND, INCYCLE DELVES INTO THE HISTORY OF CYCLING’S MOST PRESTIGIOUS SHOE COMPANY.

ITALIANCONNECTIONWith over 40 years of experience making cycling shoes, Sidi’s pioneering designs have seen the Italian company amass an exhaustive list of innovations, keeping them at the very forefront of the industry. In fact, so many of the elements we now recognise in a typical cycling shoe originate from Sidi that it’s no surprise their roster of athletes over the decades has included so many Grand Tour winners and world champions – indeed their current crop of world-beating athletes includes 2015 Tour de France champion Chris Froome, who wore variously coloured pairs of Wire Air shoes to victory earlier this year.

The source of Sidi’s design firsts is no secret – they originate, on the whole, from the company’s founder, Dino Signori, whose reversed initials also form the name of the brand that has become one of the most respected in cycling.

Signori’s career began in the 1950s when aged just 10, he started work at a shoe manufacturer. By age 14, Signori – or Mr Dino as he’s affectionately known – had graduated from cutting uppers to becoming a fully fledged shoe maker. So, in 1960, he established his own company. Sidi was born in Maser, a small town in the Province of Treviso within north-east Italy’s Veneto region. It’s from this area that a huge proportion of Italy’s sports shoes and sunglasses are produced today, but long before taking the lead in cycling footwear Signori was creating hiking and ski boots.

Sidi blossomed as premium producers of these shoes, with Signori patenting several innovative technologies over the years, but it wasn’t until 1973 that cycling became the focus. In that year, Signori, a talented junior racer, ended a 17-year hiatus from cycling with a ride that brought on terrible knee pain despite the new cycling shoes he’d just bought. Rather than putting him off, this challenging reintroduction to cycling started Signori’s creative mind flowing and prompted the creation of Sidi’s first cycling shoe. The big innovation? Signori did away with the then ubiquitous nailed-on cleat and developed the world’s first adjustable version – a three-bolt design made from leather and titanium.

The birth of the modern cleat drew stars such as Francesco Moser, Bernard Hinault, Laurent Fignon and Sean Kelly to Sidi’s shoes – inaugurating and strengthening the brand’s position as the professional’s choice. That initial brainwave was followed by a stream of firsts that soon put Sidi

into the leader’s jersey within the cycling shoe world. Reflecting this whirlwind of invention, the Sidi logo gained its now famous vortex motif in 1974.

In 1979, Sidi introduced the first nylon-soled shoes – establishing the ever-present trend of stiffness and efficiency increases and setting the standard for years to come. Four years later, Velcro straps were employed to offer secure, adjustable fitting. 1985 saw the production of the company’s first off-road shoe at a time where the sport was in relative infancy.

Showing just how far ahead of his time he was in the late 1980s, Signori patented a rotary buckle monofilament line system for cycling shoes in 1988 – essentially the first incarnation of the dial-based closures that are becoming increasingly common on cycling shoes today. What’s more, it was based on a design created by Signori for ski boots 22 years previously. The rotary buckle was introduced to the cycling world in 1993 – four years after Sidi had already pioneered the use of a ratcheting buckle; another first for cycling →

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ITALIAN CONNECTION

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REPLACEABLE HEEL PADFOR WALKABILITY, SIDI CYCLING SHOES INCLUDE A REPLACEABLE POLYURETHANE HEEL PAD.

ADJUSTABLE HEEL RETENTION DEVICETHE ADJUSTABLE HEEL RETENTION DEVICE REINFORCES THE TOP OF THE HEEL CUP ANDIMPROVES THE FIT BY CLOSING THE BACK OF THE SHOE SECURELY AROUND THE RIDER’S HEEL.

SIDI HEEL CUPREINFORCED CUP THAT STABILIZES AND SUPPORTS THE HEEL. ANATOMICALLY SHAPED PLASTIC, REDUCES HEEL SLIP AND PROVIDES INCREASED POWER TRANSFER.

ITALIAN CONNECTION

that was widely copied by competitors. By 1999, the quality and reliability of Sidi’s shoes was so well established that mountain bikers called for replaceable treads – the only part of their shoes to wear out despite rough treatment on the trails. These aren’t the only customisable elements Sidi have implemented though. From tongues that can be snipped for comfort to upgradable instep straps and replaceable buckles, Sidi’s thoughtful design means riders can truly make their shoes their own as well as prolonging the shoes’ useful life.

The 2000s saw Sidi’s development of High-Security Velcro – a toothed profile that keeps straps from slipping – along with their Heel Security System, a

plastic addition to the heel cup to avert heel life. In 2007 this was upgraded to give an adjustable set-up giving customised fit. By 2012 Sidi had produced the Tecno 3 rotary buckle, which combined with a braided synthetic line with incremental two-way ratcheting for a custom fit. 2015 models also have a central button that pops the lever out to make the adjustment process even easier.

Now entering his 80s and enjoying his fifth decade at the head of Sidi, Signori is still very much involved in the company – walking the factory floor, giving his input on new designs and teasing the staff with new ideas that we’ve yet to see. As both their road and mountain biking

ranges continue to grow, Sidi’s tradition of quality Italian craftsmanship, innovation and professional collaboration remains as true today as ever.

In fact, the Italian brand’s influence on the world of cycling footwear cannot be overstated: if it’s a feature that’s become de rigueur in cycling shoe design, the chances are it originates with Sidi. It’s that drive to be first, that aversion to remaining idle and the desire to perfect the interface between rider and bike that are the reasons for Sidi’s legions of fans. In short, the brand’s unique ability to keep both professionals and amateurs alike at the cutting edge of cycling shoe style and design. TOM BALLARD

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VENT CARBON SOLETHE VENT CARBON SOLE FEATURES A LIGHT AND

REPLACEABLEHEELPAD TO IMPROVE WALKABILITY IN POLYURETHANE AND A REPLACEABLEINTEGRATED TOE PAD/VENT COVER.

SOFT INSTEP CLOSURE SYSTEMTHE SOFT INSTEP CLOSURE SYSTEM IS A WIDE, ANATOMICALLY CURVED STRAP COMBINED WITH A SOFT, THERMO-FORMED EVA PAD THAT DISTRIBUTES PRESSURE EVENLY OVER THE INSTEP AREA.

THE WIRE CARBON AIR VERNICET HE LATEST GO-TO SHOE FOR WORLDTOUR ATHLETES AND P ROS EVERYWHERE

ITALIAN CONNECTION

MEET THE TEAM

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ENVE

X

BPW

There’s alot of talk on mountian bike forums about the neccesity and hefty price tag that comes with purchasing a pair of Enve wheels. For us here at Saddleback it’s a no brianer, if you’re able to afford them, then they are a must. Not only are they stiff and extremely light, the rims are tougher than alloy versions. Ok so you might think that I’m biased, of course it’s my job to promote the brands that we look after here at Saddleback, but don’t just take my word or someone else’s at Saddleback, see for yourself. Riding is believing and now you can grab yourself a taste of what all the fuss and hype is about. For £70 you can run a set of Enve’s on your bike at Bike Park Wales. Simply register, pay and let the mechanics fit them to your bike and get rolling on what we know to be the best mtb wheels on the market. You can feel for yourself the change that it makes to your ride and performance, we’re pretty confident you’ll be won over by them. Also (as mentioned in our news section) avaible to buy at BPW is the full catalogue of Enve MTB products; bars, stems, seatposts and soft goods etc. so get yourself hooked up and pretend to be Bryceland and Peaty shredding the best UK trails with an awesome set up and great after care from the BPW mechanics. NICK COX

ARE ENVE WHEELS REALLY WORTH THE EXPENSE? DON’T TAKE OUR WORD FOR IT. GET YOURSELF TO BIKE PARK WALES AND DEMO A SET.

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ENVE X BPWENVE X BPW

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To continue our coverage from the last issue of incycle, this season was a close fought race between Aaron Gwin and Greg Minnaar, both of which use our products. Minnaar, who is an Enve athlete, was hot on the tail of Gwin all season, but in the final round at Val Di Sole it was Gwin who was triumphant. It was a proud moment for all of us here at Saddleback with three of the top five using our brands. For Josh Bryceland it wasn’t quite the year we expected after such a successful

DONE AND DUSTED

season last year. Battling injury for a large part of the year, yet turning things around to finish in the top five overall was a great achievement. We’ve been following the Santa Cruz Syndicate closely this season because, as always, they have been testing new Enve products and ideas. What better proving ground is there than the demanding rough terrain of the World Cup circuit? This year we saw them testing the new Enve high volume rims and a few other treats that we cannot mention

just yet (no matter how much we want to). With regards to Smith Optics they are still the choice of multi-winning Aaron Gwin who mainly raced the season in his Sweat XM goggles, however with the launch of the new Smith Optics Squad goggles (see page 32) we look forward to seeing him putting them through their paces next year. It’s been a great season for our brands in all competitions mountain or road this year and we’re looking forward to great things in 2016 too. NICK COX

1. AARON GWIN - SMITH ATHLETE 2. LOIC BRUNI 3. TROY BROSNAN 4. GREG MINNAAR - ENVE ATHLETE 5. JOSH BRYCELAND - ENVE ATHLETE

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DONE AND DUSTED

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MEDIACOVERAGEHere is a quick taste of some of the magazines our products have appeared in over the last few months. We pride ourselves on making sure products from our brands receive the most coverage possible... here’s the proof.

1

2

3

4

MEDIA COVERAGE

1. CASTELLI BIKES ETC

2. ENVE CYCLIST

3. SIDI CYCLIST

4. SMITH OPTICS 220 TRIATHLON

5. ENVE PROCYCLING

6. CASTELLI CYCLIST

7. VREDESTEIN CYCLING PLUS

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JULY 2015 - SEPTEMBER 2015

5

7

MEDIA COVERAGE

6

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TEN QUESTIONS

1Who is Alessandra Covre? I’m the Export Manager at Sidi. I consider myself a cheerful and optimistic person, I am fond of sports

– any sport – and I’ve tried many in my life, from horse riding to diving. Of course, I love cycling; though today, with a four-year-old boy, I have to say that in the little free time I have, I really love playing with bulldozers and tractors with him!

2How did you find your way into the cycling industry? It was purely by chance! I came from a company that traded sporting goods (then called Benetton

Sportsystem) including Nordica skis and ski boots, Rollerblade skates… I always liked cycling and I come from a family of motorcyclists, so I found myself perfectly at ease right away at Sidi.

3Weight weenie, aero geek or off-road junkie?To be honest, I’m not riding at that level where you care much about the weight of your bike or how

aerodynamic it is. The reason I ride my bike is becasue I love it; I’m not training to race. I also love the “‘touristic side’ of my bike rides: exploring new places, enjoying the beautiful landscapes... I’m a recreational type of rider – but let it be clear that I do not want to be the last one of the group and I never am!

4How would you describe yourself as a rider? I started riding mountain bike with my dad when younger, then after a few years of working at Sidi,

I started riding a road bike too. As I said before, right now it’s hard for me to find enough time for good bike rides and I have to make myself happy with a city bike equipped with a child’s seat on the back! My son Nicola has already shown his passion for bicycles and I’m confident that we will start riding together soon!

5What can you do better than anyone else you know? I don’t think I’m presumptuous enough to answer this question! I always try to do my best, that’s it!

6What’s the piece of cycling kit you couldn’t live without? What a question! I couldn’t live without my Sidi shoes obviously!

7Where’s your favourite place in the world to ride? We are very lucky here because we have many wonderful places to ride: Montello or Mount Grappa,

the Asolo area… but we’re also not far from the marvelous Dolomites!

8What’s your best piece of advice for new riders? Ride with a group of friends and enjoy the territory. This helped me a lot in the beginning and I’ve

learned a lot from more experienced cyclists.

9Who’s your cycling hero? I can’t say I have a cycling hero, to me they are all heroes, even the unknown guy who will never win a

race. Cycling is so demanding and exhausting that any rider who compete in a race is a hero.

10Who does your hair? Why, do you want to copy my hair style?

GET TO KNOW SIDI’S EXPORT MANAGER A LITTLE BETTER WITH OUR QUICK 10 QUESTIONS

ALESSANDRACOVRE

BRYCELAND AT HOME

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ALESSANDRA GETS MOST OF HER RIDING

MILES IN WITH SON NICOLA SAT ON THE

BACK OF HER CITY BIKE.

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STAFFRIDES

New bike day is always a good day. Just before deadline for this issue of incycle my new whip for 2016 arrived in a big brown box of joy. I’m coming off the back of one of my best race seasons to date and have plans to race more multi day enduro events next year, having enjoyed the recent Smith sponsored Epic Cymru a great deal. My weapon of choice for next year is the 160mm travel Trek Slash

MARKETING MANAGER MARTIN’S NEW WHIP

9.9 fully equipped with Enve M60 wheels front and rear, Chris King hubs, Enve DH riser bar and the brand new and very lovely 40mm Mountain stem. I’m a bit of a tweaker when it comes to my bikes and I have some interesting plans for the Slash. Mojo will be making me a custom Fox Float X that will reduce the travel of the bike to 150mm, I’ll then drop the fork travel to

150mm to match. I like a bike with a low bottom bracket for cornering stability so these custom tweaks will make all the difference. I’ve been running the Enve wheels on my previous bike for a few months now and their stiffness during quick direction changes, incredible power transfer and brute strength has me completely hooked. MARTIN ASTLEY

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