BikeBiz Bicycle and cycling retail news
Upgrade has taken on the distribution of ISM Saddles, invented by avid cyclist and swimmer Steve Toll.
In 1997 Toll sketched out a design for a seat he thought could eliminate the discomfort most riders experience on a traditional bike saddle. The unique “twin nosed” concept was successfully patented in 1999 marking a the first milestone saddle design change for many years.
Studies have linked perineal pressure caused traditional bicycle seats to numbness, urinary tract infections, prostate inflammation and impotence. With regular saddles, it is thought that male riders have increased susceptibility to restricted blood flow, which can lead to arterial occlusion and permanent erectile dysfunction.
The ISM saddle range covers 13 models split between performance road and MTB, Time Trial, Triathlon and leisure models. Dealers can purchase demo saddles for only £25 each on specific performance range models as part of a stocking package. Retail prices range from £54.99 to £174.99.
Upgrade director Matt Ryley has been an avid user of ISM for the last 18 months and finds it an invaluable part of his time trial Triathlon bike set up.
He told BikeBiz:“We are very pleased to be representing this most innovative saddle range to our dealers. The ISM product is superb quality and technically proven to deliver a more comfortable ride, something I can vouch for personally. Upgrade has a great stocking package for dealers available now, with good supply guaranteed.”
Upgrade will display ISM at the Triathlon/Cycling/Running show this weekend, taking place at Sandown Park, Esher.
Stock is found on the Upgrade B2B now.
Upgrade Bikes: 01403 711 611
