FOR IMMEDIATE RELEASE:
US Contact: Suzette Ayotte 415.674.6622 , email@example.com.
Europe: Massimo Fregonese, firstname.lastname@example.org 39 0444 461 100
FI’ZI:K RAISES THE BAR
IN THE ROAD HANDLEBAR GEL MARKET WITH
PATENTED TECHNOGEL TECHNOLOGY:
INTRODUCING FI’ZI:K BAR:GEL
30 August, 2004– Pozzoleone, Italy – For fi’zi:k, comfort, innovation and advanced technology have
become a naturally reoccurring theme since their 1996 emergence into the saddle market. One of the
brand’s first efforts to implement the concept of comfort for riders of all levels was the integration of their
parent company’s (Selle Royal) gel technology into their high performance racing saddles. Eight years
later, it is only a natural progression that they would take that successful, patented technology and spin it
off into what will surely raise the standard for comfort with roadies: fi’zi:k BAR:GEL.
Fi’zi:k’s new bar tape and gel kit comes with shock absorbing, reusable bar gel strips: two strips for the top
of the bars, and two strips for the drops. The strips are easily applied by removing the clear film from the
back of the bar gel and can be cut with scissors to custom fit the bars. They won’t leak, harden, migrate or
break down. Also included in the $30.00 kit is yet an additional new development: microtex handlebar
tape. The tape, similar to fi’zi:k’s saddle covers, is approximately 20% more durable, stretch resistant and
breathable. The combination of the BAR:GEL and Microtex Bar Tape addresses what has long been
the mission at fi’zi:k: to improve the cycling experience.
Fi’zi:k’s new combination bar tape and gel is unlike any other on the market today. While the
introduction of fi’zi:k’s BAR:GEL marks the brand’s foray into unchartered territory, the application of gel
into non-saddle or even non-cycling related products is not new. Unbeknownst to many, fi’zi:k’s parent
company Selle Royal has a cousin – Technogel (www.technogel.it). Technogel is the world’s leading gel
producer and has come to define and differentiate itself by implementing its gel into an array of elite
products including designer furniture, ergonomic chairs, computer accessories and footwear inserts.
Fi’zi:k’s BAR:GEL is made with Technogel. It is superior to any other gel product on the market by
virtue of the gel’s shape memory.
What is shape memory and how does it benefit the rider? Shape memory is a characteristic of
Technogel, and therefore fi’zi:k BAR:GEL, to which no other gel can lay claim. Technogel when
pressed, moulds itself to the individual’s shape (the hands) by deforming along three axes: up-down, right-
left and forward-backward. Other gels can only deform to the up-down direction, eventually increasing
pressure in this direct contact zone. The gel’s ability to balance pressure distribution translates into
tangible, physical benefits. Shape memory yields better blood circulation and the ability to maintain bar
position without continuously searching for a more comfortable position: greater comfort yields better
Why use fi’zi:k BAR:GEL and mictrotex tape? The answer is simple: comfort. Comfort means improved
performance. With many handlebar manufacturers moving toward using lightweight carbon, coupled with
standard cork tape, the effect can be jarring to the rider which can have long term negative effects on arm,
shoulder and back muscles. Testing the new product throughout the 2004 race season were D1proTeam
Alessio-Bianchi and the number one ranked US Team, Team HealthNet presented by Maxxis. The results,
are perhaps nowhere more clearly illustrated when Alessio-Bianchi’s Magnus Backstedt rode to victory on
the cobbles of the famous ‘Hell of the North’ 2004 Paris-Roubaix classic.
Industrially, Technogelis a polyurethane material that is non-toxic and free from volatile agents. This
means the gel will not split free and migrate and will not harden with age. Fi’zi:k BAR:GEL is reusable.
When it comes time to change your tape, remove the tape and the gel from the bar, wet the gel and
reapply to the bar. Fi’zi:k BAR:GEL will remain compact and maintain its key performance features:
durability, maximum pressure distribution capacity and its ability to absorb shock and vibration.
Fi’zi:k BAR:GEL is available now through their exclusive US distributor Bikemine (www.bikemine.com,
800.223.3207). The initial US kit color offering is black with plans to introduce additional colors in early 2005.
For information about fi’zi:k’s high performance saddles and the Comfort Performance [CP3] range visit
the website at www.fizik.it. Fi’zi:k saddles are distributed exclusively in the US by BikeMine,