The company says the system will drive dealer accessory sales
FRIEDRICHSHAFEN, Germany (BRAIN) — Almost a year and a half since Shimano acquired Dutch company BikeFitting.com, the components giant gave a peek at its upcoming fitting system at Eurobike.
Set to begin rolling out at the end of
the year, the system, which consists of a static measurement jig,
position simulator and 3D motion analyzer, will enable dealers to take
various measurements to help riders achieve a final comfortable and
performance-enhanced position on the bike.
The system is equipped with a crank that measures the
power output of the left and right pedal independently and presents the
information in a unique graphic user interface.
“As you pedal it immediately starts reacting on the
screen,” said Lloyd Thomas, who has worked with ProTour-level teams
testing early prototypes. “What it gives me is left and right balance of
power and direction so we can fine tune the fore and aft position of
the seat, we can look at cleat placement, seat height, but we can also
look at the stability of the foot.”
The position simulator allows for precise adjustment and
features a quick-release seatpost and handlebar clamp. It has an
integrated 3D pedaling analyzer and XY copy tool. “Wizard” and “advance”
modes in the 3D motion analyzer take into account a rider’s range of
motion, flexibility and riding style during the fit process.
Lloyd said the tool’s development, which took two years,
required a huge investment. And Shimano’s shoes are based on information
they learned from the fit system and the technology used.
“Ultimately, we want to empower the dealer to sell more
bike parts,” Thomas said. “Our challenge is there are a lot of systems
out there. The fit market in the States is more developed than in the
rest of the world, and really competitive.”
However, one of the advantages he said the Shimano system
offers is brand neutrality. Most fitting tools on the market were
developed by a specific bike maker or brand, he said. “We wanted to
create a situation where a retailer can look at a wall and fill it with
parts—from Shimano or another brand—and create a sustainable model for
their business that won’t be affected by the Internet. I think all these
tools combined achieve that.”
Data gathered could translate into sales of insoles,
shims, pedals, shoes, stems, bars or saddles, and in some cases, a
bicycle. The software and datasets are based on impression data from bikefitting.com and existing industry fit philosophies, guidelines and best practices.
It’s not cheap, however. The system will set a retailer
back around 20,000 euros ($26,600) — 6,000 to 7,000 for the position
simulator with power-measuring crankset, 10,000 euros for the motion
analysis camera and another 1,000 for the static jig. Lloyd said that
while that may sound expensive, it’s hardly the priciest system on the
market.
“The initial investment for the dealer sounds like an
overwhelming number, but it gives a lot of power to the dealer to say
no, ‘This is what you need, not that,’ ” Thomas said.
Using this system, a fit will take on average 1.5 hours,
though that can vary depending on the problem that needs to be addressed
and the skill level of a dealer.
Thomas said that the position simulator should become
available at worldwide retailers worldwide by the end of the year, while
the 3D motion analyzer is expected to come to market by the end of the
first quarter. Shimano plans to provide dealer training for the fit
system, but it’s too early to say how or what that will involve.
Since the position simulator includes a crank arm with
strain gauges that measure power, Shimano could potentially sell that
product separately in the not so distant future.
“The power market is the next thing Shimano is eyeing,”
Thomas said. “It’s always been on the radar. It’s coming, but there are a
few hurdles we want to make sure we tackle properly. We want to make
sure when it comes out, it really comes out and doesn’t get pulled off
the shelf.
“At Shimano, we’re happy to be slow and methodical, because when we bring something out, it’s really good,” he added.
Reported by Lynette Carpiet
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