Showing posts with label bicycle marketing. Show all posts
Showing posts with label bicycle marketing. Show all posts

Easy Riders: Roam Wasn't Filmed in a Day


Have you ever wanted to "light out?" Just grab your Scattante, stuff a few jars of Cheez Whiz into your panniers, abandon your tiny house to the next duder, and go? Of course you have. Sometimes it's hard to not to feel like you hear the open road a-callin' your name. "Wildcat, Wildcat!," I hear it whisper sometimes while I'm watching "Judge Judy," and I look longingly at my Smugness Flotilla. Why not just load my family aboard it, leave the workaday world behind, and roam free for the rest of my days as the wily patriarch of a roguish clan of street-savvy vagabonds?

Well, mostly because I need constant access to clean restrooms, and life on the road is "grody."

Some people however are not confined by such "square" concerns, nor are they afraid to set themselves free to fly upon the capricious winds of fate. For these whimsical souls, the bicycle is their wings, the road is their home, gainful employment is their sworn enemy, and crotch rot is their bunkmate. Most importantly, though, the video camera is their constant companion. And of course the car to carry the camera. And the cameraman. And all their stuff. They're like modern-day Huckleberry Finns, forsaking the mighty Mississippi in favor of the log flume at Six Flags Great Adventure.

Yesterday, I mentioned a Kickstarter campaign in which a disgruntled MFA will draw his way across the United States of Canada's Athletic Cup. He will travel a well-worn furrow, plowed by many before him--including the members of Bandcycle, a pair of intrepid Brooklyn duders who rode across the country in order to see bands play and then made an Internet TV series out of it. Here is the trailer, which was forwarded to me by one of the members:



As a clean bathroom enthusiast and person who's always found it necessary to do some kind of "work" in exchange for the money with which I can purchase essential goods and services, I've never "lit out," and so I'm always interested in what empowers those who do. In most cases, the protagonists of these "lighting out" videos sort of skirt the issue, but the Bandcycle duders confront it head-on:

"We grew up with them telling us, 'You can do whatever you want. Any dreams you have, you can accomplish them.' And we believed it. And we, we still kinda do."

That's it! I finally understand it now! In fact, this may very well be the Rosetta Stone that explains every lifestyle trend, project, video, product, "collabo," artisanal enterprise, and social phenomenon by which I have heretofore been vexed or flummoxed. Apparently, people are actually growing up being told that they can do whatever they want! And so they are!

"I want to ride my bike and check out bands for an extended period of time instead of working."




Actually, Best Made Co. might want to rethink their entry into the fashionable extension cord business, since if the tiny house craze continues to grow then there's going to be zero demand for them.

Anyway, like (I thought) most people, I grew up being told that you can't do whatever you want--or, more accurately, that you can technically do whatever you want, but if you do you'll be fucked. It's a good thing I did, too, since even if I had made it through samurai school I don't see how I could possibly have made a living at it. Therefore, the idea that there are now entire neighborhoods inhabited by people who really do believe they can do whatever they want is simultaneously fascinating and horrifying to me. I can't decide if this belief is the secret to a new era of human liberation and fulfillment, or if it's an insidious delusion that will lead us swiftly to our own artisanally curated demise.

Either way, I'm pretty sure that the Bandcycle crew saw the wrong side of Fred Woo-Hoo-Hoo-Hoo speed on numerous occasions:


Though evidently they also hit Fred "Oh Shit!" speed at least once:


And also fell fell victim to the "double-Fred body sled:"


And even the dreaded "triple-Fred chainring tattoo:"


Though it wasn't all bad, and there was the time they got to be totally lazy in two states at once:


In any case, I'm sincerely glad the Bandcycle duders got to live their dream and enjoy what looks like an "epic" adventure, and I'm also convinced we're now living in a new golden age of bearded American back-country adventure cycling:

If you don't believe me, look no further than Rapha, who are to "epic" as Primal Wear are to charity rides:

Rapha Continental USA Pro Cycling Challenge Prologue from RAPHA on Vimeo.

The above is their latest "Continental" video, and in it you will see untrammeled beards flowing wild and free:


By the way, if you're wondering what the "Continental" is, so are the riders themselves:

"I was asked at the start of this trip, 'What is the Rapha Continental?' It seems like no one knows."

It seems odd to me that something Rapha invented and made innumerable movies about would still be so difficult to define at this point. I mean, if you made something yourself, how can you not know what it is? Sure, there are exceptions to this, like the amorphous blobs kindergardeners make out of fingerpaint and macaroni, but I can't imagine this is what they were going for. (Though I could see Primal Wear introducing a fingerpainting jersey.) In any case, since everyone's having so much trouble, I'll take a stab at it and say that the Continental is a bunch of people who make movies of themselves riding bikes in Rapha clothes. Feel free to add something about the ineffable spirit of cameraderie that grows out of self-imposed suffering, and about how the smell of boutique embrocation mingles tantalizingly with the heady aroma of Stumptown coffee in the morning, and I think that pretty much nails it.

As for the beards, that's a bit more ambiguous. I'm guessing it's a symbol of freedom and individuality. Then again, it could also just be something the rest of the riders like to rub for luck:

(A friend with a beard: it's like a rabbit's foot for vegans.)

Of course, there's more to the Continental than that, too. There's also the bikes. The Rapha Continental riders ride handmade steel bikes in somber hues. They do not ride Dayglo plastic singlespeeds, as forwarded to me by a reader:


So what is it? It's a bike made entirely out of venetian blinds:

With bike design, it's almost impossible to produce something entirely new because the basic format has been perfected over 100 years. Leave it to a design student to shake things up with an altogether different take on the urban bike -- a groovy, multicolored ride made from plastic with shutter-shade slats.

Indeed, leave it to a design student to ignore a century of subtle refinement and build a shopping cart without the grocery-"portaging" ability. Then again, the venetian blind technology could be useful in time trialling--just open the slats in crosswinds and close them in headwinds. Perhaps Andy Schleck, who was undone by his subpar time trialling, could benefit from this innovation since I'm sure he's getting desperate:

Or else maybe Frank Schleck could grow a beard and Andy could rub it before every stage for luck.

Beating the Sense Into You: Experience is Overrated

If you've been cycling for a long time, you may have noticed that with each passing year you understand it less and less. I know this is the case for me. Just when I think I've finally learned something, I check in with the "experts" and realize that I've actually got it all wrong. This is because experience is no substitute for "facts," at least when it comes to bicycles. I was reminded of this recently when reading the following article in Bicycling, in which a novice cyclist chronicles his attempts to purchase a road bicycle and encounters some good old-fashioned bike industry "expertise" :


Unsurprisingly, as a middle-aged gentleman with negligible road bike experience, he is profoundly uncomfortable on a crabon TrekCialized S-Wanks Whatever SL:

I waited while he rolled out a speedy-looking carbon-fiber model from a major brand, left over from last year. I don't know much about bikes, but I know a few things about shopping. I test-drove the great deal around the neighborhood and felt completely miserable. This was the first time I'd ever sat on such a bike before, and I was unaccustomed to the slender seat. When I put my hands in the drops, they were so low and far away that the position threatened to put me in traction. The shifters were Martian technology. Mostly, though, I was freaked out by how fast the bike wanted to go and how vaporously light it felt. I've owned kites that weighed more.

At this point in the article, you may have been thinking exactly what I was, which is: This guy is total Grant Petersen bait. He's befuddled by STI shifters, he's profoundly uncomfortable in the drops, and his soft posterior is being savaged by that plastic "ass hatchet" of a saddle. In fact, I almost stopped reading at this point, since I couldn't imagine any way this guy wasn't going to wind up on a Rivendell with a Brooks saddle, bar end shifters, mustache bars, and roughly 19 feet of quill stem.

Amazingly, though, I was wrong, for I underestimated the seductive powers of the crabon--and, more importantly, the marketing forces behind it:

Still, carbon interested me. At Central Wheel in West Hartford, I asked Al the Shop Guy about it.

"One thing carbon does is smooth out the jolt from a bump," he said. "On an aluminum frame, the bump might feel more like the equivalent of this."

And then he punched me…in my damaged shoulder. I knew cycling can be a risky sport, but it hadn't occurred to me that I might get hurt just talking about bikes. "On the carbon frame, it would feel like this." Al whacked me more gently.


If someone not only gave me a line like that but then had the audacity to punch me after delivering it I can't imagine I wouldn't reply with a swift kick to the "pants yabbies." But then I'd be forgetting that when people repeat some marketing "wisdom" over and over again--like the one about how somehow it's better to ride into a pothole on a crabon bike than on a metal one--it eventually hardens into a little wart of "truth" that no amount of real world experience can ever dissipate. I have an aluminum bike I ride fairly often. Sometimes I even catch myself thinking it's at least as comfortable as any crabon or steel bicycle I've ever owned, but then I remind myself that it's beating the crap out of me. If only a bike shop employee would sock me every once in awhile to drive the point home then maybe I'd be cured of these lapses of sense once and for all.

Anyway, after the bike industry literally beats some "sense" into this guy, he eventually finds a crabon road bike he likes:

I tried another bike brand, just because they had one. Then I took a day to "think it over," but who was kidding whom? It turns out that Jim Felt was destined to build a bike ideally suited to a middle-aged left-handed Irish-American writer with a penicillin allergy. When I went back for a fitting, Dave's colleague Jeff put the bike on the trainer and watched me pedal for a while. "This doesn't happen very often," he said, "but I wouldn't change anything."

In other words, after test riding a bunch of bikes and not liking them because they don't fit well, he finally gets on one that does and--surprise!--he likes it. And thus another Fred is born.

None of this is to say there's anything wrong with crabon, or that he doesn't love his Felt. I just find it frightening that cycling is now so invested in crabon that salespeople will actually beat you if you question its superiority. But I suppose they have to, because when it comes to cycling experience is often the worst teacher, and fortunately the author of the above article was spared before he might actually have any that led him astray from the Crabon Mistress. So, lest we all fall victim to the delusion that comes with experience, let us all repeat the Frame Material Mantra:

Crabon is Comfy
Steel is Real (But Only If It's Handmade)
Titanium is Forever
Aluminum Will Beat You Up On Long Rides

That should keep us all on track.


By the way, in case you don't believe me about the danger of experience, consider this video which was forwarded to me by a reader:



Basically, it's about a guy who rides obsessively, and when I saw the following warning I just assumed it was more mainstream media anti-bike propaganda:

The bike industry wants us to believe that crabon is a miracle material that will turn the pain of cycling into the handjob that never ends, and the mainstream media wants us to believe that riding bicycles of any material is something dangerous and risky in nature that viewers should not attempt. However, in this case, it turns out the warning is totally accurate, because the guy they feature does in fact have a serious problem:

No, the problem isn't that he wears a tank top tucked into half-shorts, or that his stem angle is identical to his seat post angle, or that he uses aerobars to replicate the upright fit of a Rivendell. The problem is that he's so compulsive he even rides a stationary bike while he's working:


As cyclists, we're all compulsive. We also tend to argue about who among us is too compulsive, or not compulsive enough, or what constitutes someone who doesn't ride enough, or what constitutes someone who rides too much. We will probably never reach a consensus as far as these eternal debates are concerned, but I do think most of us would agree that you're riding way too much when you're going pee-pee in a tennis ball can instead of using the bathroom:

By the way, this image raises two questions for me, and those are:

1) The presence of a wedding ring on his left hand indicates that he has a spouse. How is this possible?

and

2) How many times has he accidentally drunk the contents of that tennis ball can?

This second question in turn reminds me of the time when I was shopping for a new road bicycle. I was checking out a jaunty crabon number, but suddenly a more modestly price aluminum bike caught my eye. I'd never really owned or ridden a road bike before, so I didn't understand the reason for the price difference. So I asked the salesperson about it, and he produced an empty tennis ball can.

"Urinate in this," he said.

"Wait...what?," I replied.

He then punched me in my bad shoulder, grabbed me by my polo shirt collar, pushed me up against the pegboard where they hang the gel gloves, and growled, "Piss in the fucking can."

So I did, and handed it back to him.

"Now drink it," he commanded, holding the warm can of urine just beneath my nose as I cowered next to the Oakley display. "Because that's what riding aluminum is like."

I could smell last night's asparagus, and it began to rise up my throat. I was going to vomit.

"No, no, I get it now. I'll take the crabon," I sobbed.

"That's right, you will take the crabon. You will," snarled the salesman. Then he pulled off a latex mask, revealing himself to be Specialized chairman Mike Sinyard, and he licked his own eyeball with his reptilian forked tongue.

The bike, I'm too afraid for my own safety not to report, is fantastic, and my only regret is that I didn't fork over $15,000 for one of these.

Speaking of lavish purchases, I received an email from a reader with the following subject line:

I would like your views on this

As well as a link to this limited edition €1700 (or roughly US$126,000) Rapha espresso machine:


Well, it should go without saying that I would totally buy this if it was made out of crabon. In the meantime, though, I'll stick with my Nashbar version:


Not only can the Nashbar Microshift Hot Brown Beverage Maker make up to four (4) cups of hot brown beverage, but it also features a timer that's accurate to within six hours, as well as an integrated shift lever with Shimano-esque ergonomics that serves no purpose whatsoever. For best results, visit sister company Performance and buy their new Scattante beans, as well as that Spin Doctor Clean Machine combination chain cleaner/coffee grinder that looks exactly like a penis:


It takes the mystery out of drivetrain maintenance, thanks to the handy indicator that lets you know when you're doing it right:

So how long does it take to clean a chain with the Spin Doctor Clean Machine? Well, it varies, but trust me--when it's finished you'll know.

Help Me Help You: All You Haters Pull My Bootstraps


Hi! Welcome to my Kickstarter page. I am a sardonic cycling enthusiast and aspiring blogger who spends the bulk of the day in my underpants surrounded by soggy half-eaten bowls of heavily-sweetened breakfast cereal.

Also, I have a cat:

(The cat that I have.)

I am planning to create an Internet blog post about bikes. This blog post will have words, and pictures, and possibly video, and will feature state-of-the-art 1990s-era blogging features such as "hyperlinks." It will also allow readers to leave "comments" such as "LOL," "Cats rule!," and "You suck!" Just imagine not only being able to read about bikes on your web-enabled device, but also being able to tell the person who wrote what you're reading that he sucks. Holy shit, right?

This is where YOU come in. I estimate that it will take me anywhere from one-half to one hour to complete this project, as well as a budget of around $5 (I'm out of Froot Loops), and I'm simply not prepared to launch a project of this scope purely on speculation. After all, this is America (the crappy prize hidden inside your box of Canada Flakes), and Americans shouldn't have to make any sort of effort unless our success is assured beforehand.

So I'm going to need 50 grand.

Also, I lied about the cat. I actually don't have a cat, but I thought if I said I had one you'd like me more.

(I don't really have this cat.)

I'm sort of starting to like the idea of having a cat though, so after I get this blog post off the ground I'm going to launch a new Kickstarter page to help me get one. Your life would obviously be greatly improved by my having a domesticated feline, and I figure I can get a comprehensive cat ownership plan up and running for not more than 75 grand.

Thanks for your support,


--Wildcat Rock Machine

Sure, I know what you're thinking. You're thinking, "Why, the nerve of this guy!" Trust me, I can relate. I mean, why would you give some guy $50,000 to create a blog post when you could give some other guy $50,000 to make a glove that flashes turn signals?

He may not have a cat, but he does have the technological know-how to transform your wildest turn-signaling dreams into reality:


He can also control your thoughts, and once we've all been duped into wearing his insidious device he will use it to turn humankind into an army of drones and order us to lay waste to the Earth:


If you don't believe me, watch the video again. At exactly 1:51, the following subliminal image appears:

Thus satisfying my personal criteria for supervillainy:

By the way, Gerard Vroomen of Cervelo also scores two out of three:

The second I see a lizard pop up in a Cervelo commercial I'm summoning his arch-nemesis, the Clean Bottle doofus, who will imprison Vroomen in his redundantly-capped Bidon of Justice:

(Jens Voigt realizing he actually has the second-worst job in cycling.)

I wonder if the Clean Bottle will also get his own Tour blog on Bicycling.com next year.

Speaking of heroes and villains, one of America's biggest bike dork heroes is Congressman Earl Blumenauer--who, a number of readers inform me, made quite a stir in the UK when he wore a bike pin on the BBC:

When asked about it, Blumenauer declared himself "aggressively 'bike partisan:'"

Even Jeremy Paxman couldn't resist, ending the interview with the query: "Can I just ask you, Mr Blumenauer, what is that extraordinary green bicycle on your lapel?"

"Well, I am aggressively 'bike partisan'," replied Blumenauer, "and this is the congressional bike caucus membership pin."

Sadly, this admission will probably spell the end of his political career in the United States, where the average person thinks a "bike partisan" is someone who's romantically attracted to both males and females.

Of course, when it comes to romance, there's no better way to woo your partner than with a bottle of wine you've "portaged" by means of a leather holder mounted on your top tube. I've briefly mentioned this product before, but I had not seen the promotional video, which was forwarded to me by a reader:



Besides the fact that he could have just saved himself a bunch of time by throwing the bottle into his bag, I also noticed the gratuitous insertion of this leather popular smart phone holder:

Clearly when it comes to superfluous leather this guy is nothing less than a genius, and I wonder what it must be like to be unable to look at anything without envisioning a leather holder for it. Is it a blessing or a curse? He's like the John Nash of tchotchkes.

But while humankind has been making stuff out of leather for millennia, it's only recently that we've unleashed the seemingly limitless potential of carbon--or, if you prefer, "crabon." Already though a new miracle material is on the horizon, and it is called "cabon:"

(Via Chris from Electra Bikes)

Presumably, engineers at 3T have figured out how to remove the "r" from carbon/crabon for weight savings while retaining the material's lateral stiffness, vertical compliance, and superior wallet-emptying capability.

Of course, even the finest cabon steed is useless if you don't have a flashy wardrobe to match, and what better way to garner covetous looks from your fellow Freds than with a genuine disembodied hand jersey?

Complete with Renaissance-era male genitalway:


If glove indicator light guy could figure out how to incorporate a directional signal into that jersey somehow I think he'd really be onto something.

Sideways: Take Me Away!

If you were around "back in the day," then you might remember this commercial:



Who among us can't relate? It's a sentiment that rings as true today as it did back then. The goddamn traffic. That sonofabitch boss! That Spawn of Satan baby!! And the dog!!! Oh my God, won't somebody kill that fucking dog!?!?!



Between David Berkowitz and the Calgon lady, people of the 1970s and '80s were highly susceptible to dog-induced stress. This, as much as anything else, was responsible for the so-called "cat boom" of the 1990s.

In any case, when I find myself overwhelmed by the barking baby and the crying dog and the boss who snarls indecipherable orders at me, I can't just slip into a hot bath with a bar of Calgon--mostly because the dog always follows me in, and the smell of wet canine is not exactly aroma therapy. So instead, I daydream about people whose lives I envy, and I imagine what they're probably doing right then.

I used to imagine Mario Cipollini, since it's a pretty good bet that at any given moment he's pectorals-deep in decadence at his Tuscan villa--either that, or he's just riding shirtless:

Now, though, I've found somebody who lives even more sumptuously than Mario Cipollini. That person is of course the man we met yesterday, Larry Olmsted, writer of "The Great Life" column on Forbes.com. In addition to being the author of canonical cycling classics such as "Why You Need A Custom Road Bike," he also penned "Dog Days of Summer? Not With the KoolCollar!," which you'll no doubt recognize as perhaps the single greatest thing ever written about how to keep your dog from getting too hot.

Anyway, there I was, once again drowning in life's travail as an overheated dog humped my leg and a baby, in turn, humped the dog. And once again, I wondered how I could possibly manage all this stress. Taking a deep breath, I thought to myself, "I wonder what old Larry's up to right now. Something fabulous no doubt." So I checked his Twitter, and sure enough he was in Norway stuffing his face full of moose meat:
Sigh... I can almost taste the fur. Moose meat, take me away!

By the way, when he's not gorging himself on moose, Olmsed is riding around Italy dressed as a cow:

Presumably he never saw the movie "Top Secret." Or, more profoundly, maybe he did.

But while it's easy to be jealous of people like Larry Olmsted, whose lives are filled with custom bicycles, and moose meat, and cow jerseys, and Golden Retrievers with ice collars around their necks, it's important to remember that life just isn't fair. The truth is, the universe doesn't owe you anything, and it all comes down to the fact that some people are simply better than others. Larry Olmsted is one of those people. You ride a Cannondale, he rides a Seven. You eat chicken, he eats moose meat. You have a regular jersey that's one color, he has a mottled one that makes him look like the world's Fredliest Holstein.

Look, he can't help it if he's naturally awesome. And how awesome is he? Well, he's so awesome that he had to get a singlespeed because he was too fast for the group ride:

I got my first single speed three years ago because I often participated in group fun rides where the pace was bit slow and not challenging, but that’s okay because I was there for the social aspect. But I soon thought, if instead of slacking off so I could hang and chat, what if I was working the entire time?

Sure, I know what you're thinking. You're thinking, "If you're so fast why don't you just find a stronger group instead of sandbagging on the MS ride?" Well, that's just the sort of thing a loser would say. See, what I've learned from reading Olmsted's work is that you can't think like a loser--you have to think like a Larry. Sure, a loser might just quit that slow group ride, but a Larry just keeps taking parts off his bike until the ride is hard again. Problem solved.

Actually, I think USA Cycling should introduce this concept to bike racing. Instead of having a bunch of different categories, there should just be a single Category 5, and instead of upgrading you they could just remove components every time you win. This way, the slow people could all ride their custom Sevens, and the fast people would have to ride unicycles.

This is the beauty of Larryism. Instead of seeking new challenges and experiences, you simply change your equipment. This allows you to live in a perpetual state of moronic condescension.

Speaking of singlespeeds, a reader has forwarded me one that is so "bad ass" that even Larry "Too Strong For The Group Ride" Olmsted probably couldn't handle it:


Bad Ass Bike - $315 (The Dalles Ore)
Date: 2011-07-19, 8:36PM PDT
Reply to:

This is a bad ass mother fucker Bike. This bike has no speed limit. Brand new chain tenser. If you can't handle it, I have the shimano derailer. Michelin Kromion tires ($60.00 per tire.) (Sugio) 52 teeth front sproket, fuji bars & seat post. Alex rims, tektro clip on brakes.
Adam 600 vintage pedals. 1 altar custom butted alloy frame.

This bike is meant for a hard-core mother fucker.....

Call Kirk at 541-993-[deleted] $ 315.00 or best offer



Do you know what the definition of "bad ass" is? It's a chain that contains at least two right angles:

The only way you can outdo that is with the elusive "Cat's Cradle" setup:

Show up at the SSWC with that and they'll give you the winner's tattoo before the race even begins.

Meanwhile, moving from "bad ass" to "bad Assos," another reader tells me that the gilded "A" is still running ads which feature egregious examples of cleat/pedal incompatibility:


To wit:

You'd really think they'd have noticed by now. Then again, the model is probably another Larryist, and he set his bike up that way on purpose since his local charity ride wasn't hard enough.

Also, the very same reader also sent me this ad, which features a disembodied hand:

As much as I admire downhill mountain bike chic and the manner in which it evokes chin-strap facial hair, "peeing Calvin" decals, and that whole 1990s "cat boom"-era Limp Bizkit aesthetic in general, I also can't help thinking that the hand would be doing him a huge favor by handing him a change of clothes instead of a camera. At the very least, perhaps the hand could proffer him this anorak, to which I was alerted by high-end clothier Outlier:

Here are three (3) quick facts about this garment:

--It is "experimental;"
--It has a magnetic dickey;
--It costs $425.

It's also an ideal choice for scurrying crab-like on all fours:

Beyond this though I'm sorry to say I can't provide you with any additional insight. For example, I have no idea why it's "experimental," though perhaps the magnetic dickey is untested and there's still some danger of strangulation. (Warning: never use your magnetic dickey while wearing metallic neck jewelry.) Also, the jacket appears to have something on the order of 97 pockets, and from the looks of things can be folded up into the shape of a teddy bear, but as for how you'd do this or why I have no idea. Presumably, if you break your leg while scurrying on stuff and get stranded in the wilderness, you can snuggle the teddy bear as you alternately scream for help and sob about the cruelness of fate.

I will hand it to Outlier, though, for this appears to be by far their most complicated garment to date. I'd get one myself, except I'm reasonably sure I couldn't figure it out and would get caught in it like a straight jacket. Also, I try to keep the crab-like scurrying to a minimum. And, it's $425, which I could use instead to buy like 20 moronically simple baja-style pullovers with the marijuana smell pre-impregnated:

Thus attired, I'd hop on my sideways bike (forwarded by another reader) and ride off into the sunset:



Of course, you really should get a custom sideways bike, but I'm saving that article for Forbes.

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