SELLE ROYAL CELEBRATE SUCCESS OF TAILOR MADE SADDLES SCIENTIA AND TA+TOO

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1 press release pag. 1 7 In the last 12 months Selle Royal have launched two major saddle ranges both very different yet both truly innovative: Scientia, the scientifically researched range of nine models with profiles, widths, materials and features to match every kind of rider; and TA+TOO, the incredible personalised, interchangeable system, with colors and to reflect every rider s personality, mood and wardrobe! This release highlights some of Selle Royal s achievements and accolades over the year with quotes from across the cycling industry, and looks forward to the future... The nine Scientia saddles available Three travel inspired from the TA+TOO range

2 press release pag. 2 7 Design Awards With two major new saddles hitting the market within a year, which would scoop an international design award? The answer both! One of the biggest achievements so far from the Scientia range is that it was awarded with the seal of outstanding design quality by the if International Forum Design. They represent the pinnacle of product design worldwide, with more than 5,000 entries from 53 countries being exhaustively judged by a panel of experts. TA+TOO, an interchangeable saddle system whereby theft is deterred, wet saddles from bad weather become a thing of the past, and you can interlock different color-schemes at will, has also been awarded. TA+TOO s honor comes from the highly regarded Red Dot Design for its innovative construction and attachment system. Torgny Fjeldskaar, respected designer of the Scientia range said: I enjoyed designing such a beautiful product with innovative, minimal design that served all the scientific requirements of the exacting research. The challenge presented an opportunity to go beyond just a pleasing design, but to create a working product that also fulfills both customer taste and comfort. Selle Royal recieve seal of outstanding design quality by the International Forum Design

3 press release pag. 3 7 Scientific R&D One of the reasons the Scientia range is so highly regarded for its innovative design is due to Selle Royal s commissioning of the Shape Study, in conjunction with leading sports equipment researchers at the Cologne Sports University. Factors in the long-term scientific research project included width measurement between riders sit bones and their riding position, measured by inclination of the spine while in the saddle. Along with those measurements, the detailed analysis of data from position and intensity of pressure points has helped identify the optimal shapes for the Scientia line. Over 240 men and women representing a wide variety of cycling abilities and levels of fitness volunteered to be studied. The results of these tests clearly indicate that for each riding position, there are specific shape elements found in the saddle nose, profile, rear and lateral edges, which produce greater comfort. It was a challenge put on the table following years of ergonomics experience, but as a humble brand we decided to test our products and our beliefs using cutting edge technologies and scientific research together with the university of Cologne; the conclusion was that we scientifically reinforced our beliefs, said Roberto Bucci Brand Director at Selle Royal. After analysis, the data gave the scientific platform upon which Selle Royal s designers produced three styles of saddle, ATHLETIC matches riders with a 45-degree angle between back and road, MODERATE matches riders with a 60-degree angle between back and road, and RELAXED matches riders with a 90-degree angle between back and road. Roberto Bucci said: The research we have done at Selle Royal over the years gives us a great insight into cyclists requirements from a saddle, but the detailed scientific data collection, analysis and interpretation by the team at Sport University of Cologne gives us a fantastic base of empirical evidence on which to apply our. Diagram showing the three pelvic measurements

4 press release pag. 4 7 Our Retailers Experience Alongside this valuable scientific research, Selle Royal believe in working closely with their distributors and dealers, a number of which have passed on vital feedback on the Scientia fitting system which has helped them boost sales with a tailored in-store process. Shops said they were keen to have a solution that encouraged people into the store and that the Scientia system was a vital selling tool that creates trust with the customers and shows off the exclusivity of the Scientia range. Feedback went on to include how helpful the Selle Royal point of sale equipment is adding that customers appreciate the extra attention to detail which in turn gave them a positive experience which filled them with confidence. Selle Royal have so far signed up more than 2000 shops in 30 territories who use the Scientia fitting system. John from Van de Reijt Fiets & Lifestyle store in the Netherlands said: We ve always looked closely at riding position, but now we have a tool to support our story. During the sales talk we always ask if the customer is satisfied with the current saddle. In this way we are able to make a switch to sell another Scientia saddle. The packaging tells the story as well, so the customer is informed in many different ways. Due to the time investment, a maximum of five minutes for explaining the concept and measurement, this is a very successful tool. A lot of customers have pain while they ride bikes, explains the Zimmermann team of Fahrrad Zimmermann GmbH in Germany, so we ve been excited since we first saw the product, and our customers are, as well. Finally we can specifically advice the customer presenting the right product. Monica Savio from Selle Royal said: The Scientia range has been highly successful and has helped create a stronger relationship with our dealers and stores who have been able to strengthen communications with their customers and increase their knowledge on the value of a well fitted saddle Fahrradshop in Germany

5 press release pag. 5 7 Cycling Industry Feedback As well as receiving awards, both Scientia and TA+TOO have been well received by the media globally, with full reviews and tests confirming which aspects of the range have impressed most. Some of the feedback includes. Wired - USA, TA+TOO: Getting your bike seat stolen isn t fun, but neither is carrying it around, post and all. Selle Royal, the Italian bicycle saddle manufacturer, created a smart alternative: the Ta+Too modular saddle. BikeBiz - UK, Scientia range: Whether they are hard core endurance riders that spend hours on the road or fair weather cyclists who enjoy a biking jaunt at the weekend, the perfect fitting saddle is a rider holy grail. Bicycle Retailer - USA, Scientia Range said: Scientia models share several features designed for maximum comfort, including an elevated rear section to prevent backward sliding and decrease pressure in the middle of the saddle. Total Women s Cycling - UK, Scientia: Selle Royal have very clearly put a huge amount of research and data into this little black seat, and they ve also invested a lot of traditional Italian passion into the marketing. I d definitely suggest giving the saddle a go, if you ride in a leisure style position. SLO Cyclist - USA, TA+TOO: The removable upper is an ingenious idea for people who lock their bike up outside and don t want to see their saddle go missing a simple twist, and you can pop half the saddle off to take with you. Seriously fantastic design. Cykelportalen, Denmark, Scientia Range: They are some very comfortable saddles, especially for everyday cyclists when you don t always have padded shorts on. The concept is a good bet out to simplify the choice of saddle from driving style and popo width. Especially the first time cyclists will this method could get a cycling experience that becomes more pleasure than torment. Innovative TA+TOO design in action

6 press release pag. 6 7 What Do The Customers Think? As well as serving its large base of experienced, regular and performance cyclists, Selle Royal focuses on leisure cyclists - and again, the Scientia range which is having a significant impact on the wellbeing of these riders. Selle Royal were also keen to reach out to active holidaymakers so, they visited a cycling holiday in Italy run by partner Girolibero to undertake customer research into the Scientia fitting service, saddle comfort and the behavior of leisure cyclists. Selle Royal set up a Scientia fitting area in one of the most popular vessels to let the riders upgrade the level of comfort during the holiday. The conclusion was that the majority of people knew what their technical requirements on a bike were, and highlighted how important comfort was when riding, saying they could ride further and explore more when they had the correct, comfortable fit. Kathy from Australia said: I have been moving around on my saddle trying to find the right position for a while and found the Selle Royal shape really helped prevent the slipping on this holiday. I would definitely consider products created using scientific research as I have had problems with my back in the past. Selle Royal are continuing their research and development into cutting edge saddle design with the TA+TOO range that boasts theft and weather resistance and multiple customisation options. TA+TOO is also now available with limited edition travel-themed by international artists with three additional limited edition planned for the next 12 months. Girolibero holidaymakers riding in the sun on Scientia saddles Innovative TA+TOO design in action

7 press release pag. 7 7 Every time Selle Royal think of a new product their objective is to improve the cycling experience of people whether it is to develop a new comfort feature or a technological innovation. They always challenge their team in asking what more can be done, what s next? Selle Royal are answering this with their tailor-made Scientia range and TA+TOO products which add personality and style. ABOUT SELLE ROYAL Selle Royal has been a world-leading bicycle saddle brand for over 50 years. Our history is one of continuous innovation built on research, technology, and advanced design. Selle Royal exports to more than 70 countries worldwide and is the choice of many important and prestigious bicycle manufacturers. Our saddles have won numerous design awards and are today the subject of scientific research in the bio-engineering laboratories of major European universities. About Scientia Scientia is a range of nine saddles, in different widths and profiles, mapped to correspond to male and female cyclists who ride in different positions their spine angle being one major scientifically measured variable, another being their ischial distance, i.e. the measurements between the research group s sit bones. Scientia benefits from a host of advanced technical design features including a linear central channel indentation for comfort, an elevated rear plateau for position stability, and a radius-specific Body Contour system for support, whatever the rider s spine angle. There is also a revolutionary curved rear suspension section, and an intelligent application of comfortable, supportive 3D Gel throughout the Scientia range. About TA+TOO TA+TOO is a stylish new range of customisable saddles from Selle Royal, crafted with the urban cyclist in mind. The highly innovative Red Dot Design awarded construction has an attachment system which enables the saddle to be changed or removed with ease. This decreases the chance of bike theft, and reduces bad weather damage, ideal for cyclists with busy lives in built up areas.