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by Shane Stokes
November 22, 2017
Medical company which sent testosterone to Team Sky/British Cycling refuses cooperation; Zwift Academy: Jones awarded spot on Team Dimension Data’s under 23 squad; The story behind the story: The journalist who exposed Team Sky; PinarellNO: Our take on the controversial e-bike ad; Zwift now available on Bluetooth-enabled Apple TVs and ups subscription price; Video: Team Dimension Data Zwift Academy Final – Episode 3; Video: Kolar’s bike-handling skills; Video: Viola Brand – Girl on bike; Video: The FR Crash Crew – Air Miles @ Kinver Freeride Bike Park
High-end bike manufacturer, Pinarello, yesterday announced the debut of the Nytro, an electric-assist carbon fibre road bike, and it was met with a lot of negative reactions. Electric bikes are wildly popular across the globe, and there’s much to be said in favour of a little assist for when the loads get heavy, the terrain steep and elements challenging.
It wasn’t the bike’s e-capabilities that got people talking, however, but rather the marketing surrounding the new bike. Marketed at a sporting crowd of weekend warriors, recreationalists and women, this is what the Italian company had to say about the bike:
“Nytro aims at a wide target, from the one that has no time to train but would never miss a weekend ride with friends, to women who would like to follow easily the men’s pace, or even the ones who desire to experience cycling as a new way of life, climbing easily and going downhill safely, enjoying every single minute on the bike.”
Making their aim at the women’s market even clearer, Pinarello used the story of a 24-year-old “couple rider” who’s quoted saying: “I’ve always wanted to go cycling with my boyfriend but it seemed impossible. Soon everything will become possible.” The internet reacted in force. Some in disgust, some with parody, and all recognising that Pinarello completely missed the mark.
Click through to read the full story on Ella CyclingTips.