SC: What’s the first question you ask when designing a new model?
B: How do we evoke “desire” in the customer? This is a really hard question to answer, and customer surveys are not going to answer it. Often people don’t know what they desire until they see it. I believe we have a good feel for it. We are extremely passionate about bikes, design, engineering, and technology and so we know that when we get excited, we are onto something. Everything we do has to generate that excitement, that feeling of “I want it”. Sometimes it is aesthetics, sometimes a material choice, or a performance metric, but it has to excite the customer.
SC: What are the advantages of custom geometry?
B: The biggest advantage is being able to get a bike that rides and handles the way you want, in the perfect size for you. Often the more relaxed fit you need comes with dulled down performance you don’t want. Many of our customers are coming to us from endurance bikes and those come with a relaxed fit, but also dulled down handling. We are able to give them something tailor made for them. It fits and handles perfectly, for them.