Bike companies will, in some cases, say almost anything to cajole you into buying their product. From suggesting women (or men) will swoon in your presence to the possibility that victory is assured, marketing efforts have been known to make claims that would be laughed off even by those who still believe in Santa. You knew about Santa, right?
Oops, my bad.
In 2008, I was doing oodles of copy work for a bike industry company that shall go unnamed. That spring, I had a ringside seat for one team’s journey through the Spring Classics. Along the way, Zipp had some notable wheel failures, particularly at Flanders and Roubaix. I was able to gather that some folks were mad of the hopping variety.
That anyone would risk their most important rendezvous of the season on as-yet unproven technology struck me as undue sponsor influence. What else could explain a situation going so seriously south as Magnus Backstedt’s double pinch flat at Roubaix?
For the better part of the last year I’ve been hearing about how the redesigned Zipp 303 conquers the problems encountered in 2008 and 2009, how this wheel is literally twice as good as the previous wheel. What has surprised me about the presentations I’ve attended with Zipp staff has been how forthcoming about the wheel’s shortcomings in 2008. They really don’t hide the fact that the wheel didn’t do the job then. There wasn’t an ounce of spin-doctoring from the staff.
Such honesty is really refreshing.
Zipp enlisted Ben Edwards (formerly TestRider.com, now of peloton magazine—and yes, I do freelance for peloton and know and like Ben, but I have no incentive to promote this effort) to create a documentary that would help them catalog the improvements they made in a set of wheels that went from shattering the hopes of a former Roubaix winner to actually helping Fabian Cancellara win the race.
At 16 minutes, it’s short enough to be considered, uh, short, but in-depth enough to be bike-geek fascinating. I can smell spin faster than I detect skunk spray, though I like the scent no better and this is as devoid of it as any promotional film I’ve ever seen.
Even if you have no interest in paying thousands of dollars for a set of Zipp wheels, the film makes for interesting viewing for anyone curious about how products are developed, especially carbon fiber products.
Check it out here.
Thor Hushovd image by Tim DeWaele