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FORUM
www.velosaddles.com
Comfort you cant live without
Decidingonthebestpillowforarefreshingsleepcanbeprettysubjective.
AreyoureadyforthemaximumcomfortandenjoymentthatPlushsaddlesprovide?
The time to devulge more details came a few weeks
later as the industry congregated in Friedrichshafen
for the Eurobike trade show, the cycling worlds
leading fair. This presented a perfect platform for
Velos anticipated announcement that its launching
a new marketing campaign for the aftermarket. In a
press conference held on the second day of the
Velo rolls out new brand strategyVeos temket ps wee stiig p
spetio smmeog, piqig osiebe iteest mog isty obsevesig te Bike Eope
te sow i Jy. Tt ompyeogize s te gest mke o OEM ses wo sti ps iteest
is ot spisig. Veo poes bot 15 miio topqity ses o moe t 100 sppies e
ye.
accessories go green!
Facing one of the greatest challenges of todays
world, Velo does its part to contribute to a more
environmentally friendly lifestyle. The company
has long been involved in the protection of the
environment and is increasingly producing eco-
friendly products to be more proactive in promot-
ing a heightened sense of natural awareness.
As a leader of the cycling communitywhich
has its own rich history of being environmentally
soundVelo is determined to invest in green
production processes. This has not only resulted
in a remarkable reduction of production waste
and an increase of post-production recycling,
it also gave life to new lines of eco-friendly
products. Whether cotton tapes or cork and
bamboo grips, Velo seeks to bring the pure
feel of nature to cycling. Extensive expertise
with materials and production technologies,
combined with Velos strict adherence to envi-
ronmental and safety regulations, are essential
in developing these high quality products.
Velos commitment to contributing to a sustainable
world is deeply embedded in its corporate values.
Customers who appreciate taking steps towards
a more environmentally friendly lifestyle can
experience and enjoy Velos benecial innovations.
Vol. 1 Number 1 September 2010Bicycle Dealer Newsletter
show, the Taiwan-based manufacturer revealed an
attractive and credible advertising and marketing
strategy to promote the companys four aftermarket
brands The product lines include Velos Plush and
Senso saddle ranges as well as its Attune grips and
Wrap grip tape.
Duracork GripsAttune Model No.: VLG 076
Continued on page 2
The 2011 dealer catalogue is now avaiable. Please contact
[email protected] to order your copy.
The Plush campaign uses humor and emotion to communicate the
association between Velos comfort line and the consumer
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ensos commitment to support wildlife
2011 marketing program for dealers
and dolphin species are all consid-
ered endangered. Worldwide, more
than 1,000 animals are currentlyconsidered to be in immediate
danger
of becoming extinct.
As part of the Senso wi ldlife cam-paign, Velo is committed to
sup-
porting charitable wildlife projects
that are active in funding andraising awareness for
endangered
species protection causes.
s part of the new ad campaign for
s Senso line of saddles, Velo drawsn wildlife images to
highlight the
dvanced technologies integrated
its performance range of after-arket Senso saddles. Images
of
cheetah, penguin, dolphin and
amingo appear in this campaign.
he cheetah, the worlds fastest land
nimal, as well as diverse penguin
It is our responsibility to protect
our planets environment and tohelp support initiatives that
will
give animals a better chance of
survival, explains Stella Yu, founderand president of Velo
Enterprise.
As part of the new Senso wildlifecampaign, Velo is taking into
consid-
eration the best ways to support and
promote efforts to protect endangered
species. A retail program is among
the cause-related initiatives that Veloplans to launch in 2011
to help raise
awareness and donations to aid
worthy wildlife charitable programs.An ofcial charity partner
will be
announced as part of these efforts.
Aiming to provide consum-ers with an extra value that goes
beyond the product, Velo is put-
ting together an integrated market-ing program to support
dealers.
The 2011 dealer program offers anextensive point-of-sale concept
that
seamlessly ties in with the new ad
campaigns. Dealers can order a
series of instruments such as posters,
postcards, catalogues and partake indifferent promotions and
sweepstakes.
Velos new website provides visitorswith an engaging and
memorable expe-
rience (www.velosaddles.com). The
website includes a host of new featuresand functionalities
including a highly
congurable search module that lets the
user quickly locate the ideal
saddles for his or her spe-cic needs and desires.
Dealers wishing to order POSmaterial or nd out more about
Velos 2011 dealer program can
contact ITMS Marketing via tele-phone at +49-6032-34590 or
e-mail at [email protected].
www.velosaddles.com
riding in its fullest sense
MILES
Model No.:4102
Nothing beats natures perfection. Sensos
ArcTech Suspension System simulates a
cheetahs remarkable agility and incredible
jumping ability, providing cyclists with supe-
rior shock absorption and more ex. Senso
saddles provide the ultimate in quality, style
and comfort.
nature
technologiesinspired by
www.velosaddles.com
Comfort you cantlive
withoutSwingingforhoursonacarefreedayshouldalwaysfeelgood.
AreyoureadyforthemaximumcomfortandenjoymentthatPlushsaddlesprovide?
a performance line with innoVatiVe technologies finding the
perfect fit means business
Senso is Velos mid-range perfor-
mance line providing high-qualitysaddles that are designed to
deliver
optimized performance and riding
comfort to cycling enthusiasts.
The brands new tagline riding in
its fullest sense highlights thebrands unique values. The new
ad
campaign slogan Technologies
inspired by nature underscoresSensos strong technology
emphasis
while tying it in with the companys
environmental commitment.
The wildlife themed campaign honors
and observes nature and diverseanimals drawing parallels to
the
technologies found in Senso saddles.
Plush is a line of comfort saddles
targeted for recreational, city and
everyday riders providing extraordi-nary comfort at an excellent
value.
Both the new tagline ExperienceComfort and ad campaign
slogan
Comfort you cant live without
focus on the brands strongest traitinviting everyday cyclists
to
experience Plushs comfort.
The ad campaign has a humorous
appeal drawing on positive emotional
messages to communicate a warmerand more exciting brand
usage
experience. In the ads, Plush saddles
are placed in unrealistic everydaysituations to communicate that
Plush
saddles are so comfortable that
people dont want to live withoutthem.
maximum comfort at an affordable price
Ses e jst ike pi o soes. I tey ot it popey, tey ievitby stt to
sepobems o mtte ow pe o we-me tey e.
WIldlIfE BaSIcS WITh SEnSO
how much do you know about nature?
During Eurobike, Velo is teaming up
with the Eurobike Show Daily (ESD)
to run a fun contest, which coincideswith the launch of its new
Senso
wildlife campaign. Show visitors who
correctly answer one of the daily
animal-themed questions in the ESDcan stop by the Velo booth to
collect
a Senso gel dashboard sticky pad.
Contestants also have the chanceto win a Senso saddle in the
daily
ESD Velo wildlife contest draw.
onsumers want trusted quality in aftermarket saddles
Millions of cyclists have enjoyed Velo saddles through our
E clients, said Stella Yu, founder and president of Velo
nterprise. Increasing our presence in the aftermarketpresents a
natural evolutionary step for us and a way we
an better serve consumers who expect the same quality inn
aftermarket saddle as they enjoyed with their originaladdle.
he brand building strategys most visible elements are theesh new
visuals and advertising campaigns focused on
elos existing aftermarket saddle product lines Senso and
ush. New brand identities combine emotional messages,rected at
values and l ifestyles, with Velos established
ternational brand awareness to better position the product
es in retail.
tegrated program delivers strong support for distribu-
rs and dealers
he ads are part of a wide-ranging and integrated marketing
nd communications approach aimed at better acquaintingealers and
consumers to Velos aftermarket products. The
ogram is set to initially roll out through in-store
merchandis-
g, packaging, catalogues, promotions, website, bicycleade
magazine and online advertising. The companys
stributors will enjoy strong marketing support as part of
the
rategy through diverse initiatives including a
point-of-saleoncept aimed at increasing retail space in bicycle
dealer-
hips. Promotional tie-ins for both bicycle dealers and
onsumers will heighten the programs retail appeal.
evamped website establishes Velo world
newly relaunched website ( www.velosaddles.com) targeted
pecically to retailers and consumers, showcases Velos
termarket product lines. The new website offers a clearverview
of the companys product selection, detailed
chnology descriptions and features a highly congurable
earch module that lets the user quickly locate the idealaddles
for his or her specic needs and preferences. The
ebsite includes a range of other features and
functionalities
cluding a distributor locater (a dealer locater wi ll follow
in011) and news on Velos different market activities and
omotions.
he redeveloped website also features a special password-
otected B2B area with extensive product content and
esentations tailored and accessible only to Velos OEMents.
ontinued from page 1
3
Hardened by thousands of kilometers in the
saddle, tough guys sit on hard narrow saddles at least thats
what the age-old theory used to
be. Saddle soreness can spoil a ride for anyone,
even the most seasoned of the best. Renownedcompetitors like
Eddy Merckx and Sean Kelly had
to abandon races when the pain of saddle sores
became too great to continue. Theories startedto change as
scientists began analyzing cycling
styles and riding positions in laboratories. By the
mid 1990s studies even linked some saddles with
an increased chance of developing impotence.
When riding, most of the cyclists body weightpresses down on the
saddle increasing pressure
on the perineum. A person can easily handle theweight as long as
its placed on the bottom of the
pelvis, the sit bones. If the saddles rear seat istoo narrow,
the riders weight will end up push-
ing down on the perineum, compressing nerves
and blood vessels. This can lead to soreness,numbness, chronic
saddle pain and, in the worst
cases, even permanent loss of function. On the
other hand, if the saddle is too w ide it can causechang
resulting in painful saddle sores. The
rider should sit rmly on his or her sit bones.
Just as important is the cyclists riding posi-
tion: As a riders upper body leans forward intoa more
aerodynamic position, added pressureis placed on the legs and the
sit bones move
closer together. A thinner saddle allows the legs
to move faster and keeps them unobstructed.A more comfortable
endurance position on the
other hand, requires a slightly wider saddle. Thewider seat
provides a more comfortable ride.
Knowing that people come in many differ-ent shapes and sizes,
Velo employs a series
of unique and advanced technologies to offer
saddles in a variety of different widths to ensurethat everyone
will nd a Velo saddle that ts
them perfectly, based on both the riders actual
measurements and preferred riding position.
Comfortable cycling often comes down to thesaddle, so making
sure your customers get ahigh-quality and durable saddle that is
tted
to their riding style and size is a perfect way
to keep them on the saddle. And that will keepyour customers
coming back again and again.
Shape
Thin saddle shape allows maximummovement for legs and is ideal
for racing.
SuSpenSion
Suspension is built into the underside of theseat. Velos ArcTech
Suspension allows thebody to flex together with the seat.
Sitting area
The heart of the saddle. A key factor to determine if asaddle is
right for someone is if it lets the rider sit firmlyon his or her
sit bones. Velos O-Zone Air Hole coolingsystem lets air flow
through the saddle.
Cover
Velos Microfiber cover has natural feel,lasts longer and keeps
the saddle fromheating up.
Contour
Lower curved profileeases pressure on theperineum.
railS
Velos extra-strength Chromoly Rail systemis light-weight and
prevents breakage.
Senso Miles Model No.: 4102
eurobike, s 1-4 h b2 b 503
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It features Velos new patented rail-less tech-
nology. By replacing the conventional two-rail
system with a single-track that runs down the
middle of the saddle, Velo is introducing a new
way to connect saddles to the seat tube. The
saddle employs an innovative easy-to-mount
system, making it sturdy, exible and also
extremely lightweight. The mounting system
gives this Senso performance saddle superior
adjustability the OneRelo can be secured
at different points along its track and rotated
forward or backward for better ne-tuning.
The Senso OneRelo
features Velos natural
feeling microber material,
which is longer lasting and keeps
the saddles temperature consistent
throughout the entire ride. The saddles stylish,
sporty design is accentuated by a colorful artistic
drawing etched into the top of the saddle, giving it a
unique and trendy look.
This is Velos rst aftermarket saddle that features
the new single-track technology. The Senso line
provides the
highest quality saddles designed
to deliver optimized performance and riding comfort.
Developed for cycling enthusiasts and those looking
for the ultimate outdoor challenge, Senso takes
technology, quality and comfort to a whole new level.
nEW PrOducT
senso or new innoVatiVe single-track saddle by Velo
VELO FORUM
Published by:
Velo Enterprise Co., Ltd.
1012, Sec.1 Chung-Shan Road,Tachia, Taichung
Taiwan, R.O.C.
Tel.: +886-4-2686-4546
Fax: +886-4-2686-8636
Website: www.velosaddles.com
Concept, Design, Layout:
ITMS Marketing GmbH
61231 Bad Nauheim, Germany
Tel.: +49-6032-3459-0E-mail: [email protected]
Contributors this issue:
George S. Pascal, Kerstin-Marie
Thiel, Sandra Kukla
Velo Forum is published
on a quarterly basis.
Copyright 2010
Velo Enterprise Co., Ltd.All rights reserved. Reproduction in
wholeor in part is prohibited without writtenpermission. Persons or
publicationsquoted and the comments of guestcontributors do not
necessarily representthe corporate opinion of Velo.
VElO SPOrTS nEWS
Strombergs wins second BMX Wold Champs Giant team rides Velo
saddles in
womens Tour de France
Going for the record down under
Te Seso orsige-tk se is beigveie t tis yes Eobike.
Riding on a Senso saddle, the
2008 Olympic gold medalist
Maris Strombergs from Latvia,
displayed his dominance by
winning his second world title
at the 2010 UCI BMX World
Championship in Pietermaritz-burg, South Africa. Strom-
bergs became the rst ever Olympic champion in
BMX cycling at the 2008 Olympics in Beijing, China.
Giants womens pro cycling
team made the trip to
Europe to compete in the
prestigious 2010 Route de
France feminin, the womens
Tour de France. Li Na Shi
(pictured left)was one of sixriders on the Velo sponsored
team made up of four Chinese and two Hong Kong
cyclists.
Taiwanese cyclist Ching Hua is
currently circling Australia on a
Velo outtted bicycle. Starting in
Coral Bay on Australias South
Western Coast, Hua completed
the rst stage of her tour, covering
2,754 kilometers in eight weeks toreach Darwin, the capital of
the
Northern Territory. She is now making her way down
the Queensland coast heading towards Canberra.
We look forward to any questions and comments you may have.
Please send them by E-mail to: [email protected]
