Tad Opens Up About His Bike Fit Business

Be sure to check out our new video!


What inspired you to start your business?

The desire to offer a “pure” product and to be a truly independent bike fit consultant. I wanted to be a specialist within a specialty void of the pressures to sell high end equipment as most fitters do. My wife Jess was instrumental in believing this could happen and this award really belongs to her.

What sets your company apart from its competitors?

I am completely independent. I sell nothing but service and have no manufacturer’s quotas to live up to. My business model is simple: 100% bike fit. My clients can be comfortable in that our agenda is focused on their personal and unique needs. Not solutions that are based on purchases as in traditional retail settings. I try not to “compete” with other shops by creating an interdependent referral system as I offer a service they generally do not have in house. I have a qualified destination for clients looking to purchase a new bike. After completing their size-bike fitting with me, they return to the shop to make their purchase. Also, more than half of my clients bring in their existing bike with no worries of being upsold. It’s an interdependent relationship; The more people comfortably riding bikes injury free, the more everyone benefits and in a sport that is solely self marketed it’s very important.

What is your favorite part of running your own business?

The freedom to change based on the needs of the client, or to improve the overall product. A close second would be control of your own image/brand. When you are an employee you will always be working under a corporate umbrella.

What lessons did you learn along the way that can help new businesses just starting up?

If you want to make a small fortune, start with a large one. My advice is to have all your information, mission statement, services, prices etc. clearly defined and in place before you take off running. Intuit’s services really helped solidify and consolidate our operations. Keep things simple and try to look at things from the customer’s point of view, work backwards and try to pre-answer as many questions as possible. Once you are up and running it is difficult to go back and change things. Doing so can send mixed messages to your clients. Also if the product is not a commodity or price sensitive, I think it is important for clients/customers to know WHY they are buying from you. They can be your best advocates.

How do you use social media (Twitter, Face book, YouTube, etc.) to promote your business and engage with customers?

We use it as a positive influence to highlight the successes of our clients, promote advocacy and offer help and guidance. Since our business is largely word of mouth it allows candid interactive feedback from the community and information to prospective clients or those simply curious about bike fit.

What’s on the horizon future new of your business?

We’ll soon be offering a custom, moldable foot bed to clients in an effort to solve a common ailment. Looking forward to our partnership with San Diego based Footbalance. Watch soon for their press release. Also look out for video-podcasts, bike fit TV and more. Definitely stay tuned.

Anything else you’d like to share?

Thank you to Jess, all my clients, bike enthusiasts everywhere and especially Intuit for giving small businesses opportunities to compete in a sea of big business.

Thank you again for participating in the Intuit Websites Sites We Love contest, Tad!

Website: www.tadhughescustom.com

Twitter: @MasterBikeFit

Facebook: /MasterBikeFitter

YouTube: /MasterBikeFit

Made to Wait | Why Your Next Bike Might Not Be on the Sales Floor

In the upcoming months, I am going to look at the most complex issue and question my clients ask the most: What size bike is right for me?

Seems simple, but when we look at the dizzying array of manufacturers (including factory direct), materials and sub-styles the answers are shades of gray instead of black and white.  While I am seeing a renaissance resurgence of aluminum and titanium frames, carbon fiber is the most common and inquired upon product and the most difficult to explain.  So let’s get some background and point out some realities you will face when purchasing your next bike. 

1. Know the game.

Many consumers might not realize bike shops OWN their inventory unlike a car dealership. Why would that affect you?  The relationship with the bicycle manufacturer is different in that the shop has to purchase and negotiate for bikes in terms of manufacture and allocation, not financial terms.  They must then purchase the low margin product outright on short terms in lieu of having manufacturer floor planning whereas the auto manufacturer would have (and want) all their wares displayed.  Insert the old saying of “if you want to make a small fortune in the bike industry, it is best to start with a large one”.

Due to the current financial climate, manufacturers take estimates from bike shops in the pre-season and don’t tend to over produce much less produce to the estimated forecast, especially on upper mid-range, high end and exotic models.  The bike shop must roll the dice in terms of what to bring in, in what sizes and often does not have the luxury as to when they will get their order.  Akin to restoring an old car you have to buy the parts that are available in lieu of the part you actually need. Often in the Gulf Coast with near year long riding seasons the product launches are scheduled to become more available closer to the “summer selling season” aligning with parts of the country that are truly seasonal and with corresponding  advertising and editorial blitzes. Sneak peak media exposure at Sea Otter (early Spring) and the full court press building up to the Tour in July.  Bike companies are savvy and are timing the product release in conjunction with saturated advertising when snow is not on the ground for a large percentage of North America even though we are 4-6 months into our season.

2. It’s not your shops fault.

So you have been quietly reading the reviews of the new XYZ bike,  reading and learning all you can yet still cautious and “waiting for one to come in” so you can see, test-ride, negotiate and possibly purchase.  Assuming you know your size (to be discussed in depth next month) you frequent your local shop, finally inquiring on the status of the XYZ bike’s arrival.   Most likely you are given an “availability date”, but what you should be asking is, “Do you have any ordered or on allocation?” because most of the XYZ’s are already spoken for.   Find it odd that neither big shops nor little shops stock the XYZ?  If an XYZ were to become available it would get shipped to the big dealer, not because they are more likely to sell more XYZ’s, or even if it had them allocated but often because they buy more bread and butter inline product from the manufacturer than the smaller shop and the manufacturer will favor the numbers of total sales.  So in essence many big shops have an exclusive on a product they do not stock.

Bike manufacturers have spread themselves thin in regard to how many models they take to market due to the many internal genres within our sport. Take into account that the term “manufacturer” can almost be substituted for “designing-marketing-broker” as it is no secret most products are made in factories they do not own.   The manufacturer is in constant negotiation for production time at multiple factories as they have multiple companies that essentially all want products at the same time and it is difficult to “add” or “re-insert” a model once the production is in.  Clients often say, “That’s stupid. Why if the demand for the XYZ is so great don’t they make more?” Well in most cases they can’t. Production lines are full, the raw materials may not be available and certainly all these cost fluctuations would find their way ultimately back to the consumer.  This lack of widespread availability is one of the major attractions for the custom market, as you can have your made-to-order bike quicker than waiting (or hoping) that the XYZ will come in - even if you’ve made a deposit and it’s been ordered.  

What I am driving at is how you buy a bike will change and like it or not, bike fit will be at the heart of it. Knowing your personal numbers with an understanding of the relationship of size, geometry and material for how you ride is my goal focus for this series of articles.   A professional pre-fit will more than pay for itself as the changes needed to make your stock bike properly fit when it comes in (handlebar, saddle, stem, cranks etc.) would easily double your costs.   Pre-fit equals peace of mind that you have ordered the right size. Enjoy the ride.   

Website: www.tadhughescustom.com

Twitter: @MasterBikeFit

Facebook: /MasterBikeFitter

6 Tips to Consider to Save Your Butt - Your Source of Alignment on the Bike

Let's focus on the saddle itself as a source of alignment and its relationship to knee, hip, back and shoulder/hand pain.

The saddle in cycling has long been a rite of passage for each individual rider for as long as the bike has existed. One could even argue the mystique and aura about the discomfort of the bicycle  seat either by looks alone (or just the thought of sitting on one) keep more individuals from riding, either infrequently or taking up the sport altogether.   Almost an unspoken rule, the quest for the seat seems to be a tradition that every rider encounters somewhere in their relationship with cycling. The cadre of choices, coupled with the desire to balance the desire for comfort, performance and throw in a hint of superstition for good measure and you have all the makings of a good fable.   Much like in the three little bears where the porridge is initially to hot or too cold the search for “just right” often comes at the expense of several previous dubious efforts.

The width of the saddle you are riding is critical to your alignment on the bike. Comfort and alignment are two different things, what I am referring to is the side by side support of your sit bones or ischreal tuberosities as it relates to their position on the seat.  The average persons’ sit bones are 14cm or wider, but the majority of saddles especially “racing” ones are in the 13cm range.  It means that even though one sit bone is planted, there is not enough saddle/material for it to parallel so it must adjust forward or aft for support, thus moving your hip, knee in or out as you pedal.   This concept is also a major source of genital discomfort and a leading cause of saddle sores... Since the sit bones cannot properly support your weight due to the wrong width or shape, the majority of the support is in the perinea/pubis area.   This same pressure can also be associated with low handlebar position as your weight is being “rolled” or pulled forward on your perinea.  This is one reason why women’s specific saddles are wider in the rear and have a shorter nose than normal saddles. The more upright you ride the wider your seat needs to be. Your sit bones widen as you sit up, they are at their closest point when your torso is most parallel to the ground and widest if you were to sit straight up in the seat while pedaling.  

So with that said of the selection criteria should be based on the torso angle or how high you sit up.

Level it out.  It is commonly suggested to start with the saddle parallel to the ground whenever possible.  A saddle pointed too far down forces weight onto your hands. The body in order to overcome the forces of vibration lock out the elbows to stabilize itself and hold you up as you pedals. Now all that stress is behind your neck and shoulders.   If the saddle is too nose up may lead to lower back pain as the pelvis is rolled back and trying to stabilize itself in multiple directions.

Keep it straight. We often do safety checks  pre-ride, checking tires and brakes but we often overlook little  things that can add up to big problems . I often see a major source of knee injury/discomfort by someone who simply rode with their saddle that was slightly askew most likely from transport.    A chronic neck, shoulder or hand issue could be a shifter that has dropped down or is in or out so a bar that is slightly off center. These small details can add up to great discomfort if you are on the bike for multiple hours.

You’re not pro.  You need to be honest and reason with yourself and buy the saddle for who you are and not who you want to be or emulate. If you feel that you need a cut-out or more padding then you probably do.  A wise Italian man once remarked to me that “saddles and grease are not good places to save weight on a bicycle”.  Look closely at the television next time and count the robust “old school/classic” saddles that have been around for thirty years on riders lucky enough to have contractual control over that component. If the frame weighs 900 grams and the saddle weighs 330grams then there is a conscious decision in that choice and sometimes comfort is performance.

Rite of passage tips for buying/upgrading your saddle

1. Don’t listen to anyone. Decide for yourself, unless you have an identical twin using a different saddle than yours since it is a highly personal matter and no two butts are the same.

2. Get measured. There are several different options and devices that measure your sit bones at the desired “lean” level and have a corresponding color or number system to help with saddle selection. 

3. Decide on the width first then shape. Once you have figured out your desired size choose a shape, some models will be domed or have curvature and others a flatter profile from front to back.

4. Softness v. support. The longer the ride the firmer the saddle needs to be.  Too soft of a saddle and the muscles in your lower back will tighten over time in an effort to stabilize your hips.  Soft saddles are great for short trips, but not designed for the long haul.

5. Put your blindfold on.  Try to put your design hat in your back pocket and be objective.  Basing a decision on color, graphics or weight is self defeating.  Most great saddles come in both colors, black and white.

6. Try to seek out establishments with a good saddle selection with a demo/test ride program or a liberal test ride policy.  This will allow you to try shapes and options in your desired width, and be able to contrast and compare.

Website: www.tadhughescustom.com

Twitter: @MasterBikeFit

Facebook: /MasterBikeFitter