TECHNOLOGY
“Our goal was always to offer top end products but to bring the price down to be much more competitive, making it available to the greater market. “At that time, all that was available were quite expensive solutions so when we talked about coming out with a single- sided power meter at $399, it was mind blowing to the markets so they were really excited. “We showed up at that show with a little booth, not a lot going on with no marketing budget really, but we had a line of people and it was the busiest I’ve ever been at a show. It was shocking just how many people wanted to come talk to us about the product, learn our launch timing and the excitement was significant. From then on, it just grew.” And it did.
With the release of the Precision Pro Dual-Sided power
meter, 4iiii also entered the pro peloton. In 2016, the brand partnered with Etixx Quick Step, who rode 4iiii technology through to 2018. In those three seasons, Etixx Quick Step amassed 89 wins, which included 2x Tour of Flanders, Liege Baston Liege, and an Olympic gold medal in Rio. Their roster during these years included the likes of Marcel
Kittel, Philipe Gilbert, Julian Alaphilippe, Fernado Gaveria, Bob Jungels, Elia Viviani, Tony Martin and Matteo Trentin, to name a few.
Consumer demand
In 2024, data is everywhere for those who want it. Granular details about physical health and rest are ready at the click of a button. And if a cyclist wants to know about their performance on
4iiii has seen an increase in OEM partnerships in recent years
in the saddle, there are a plethora of options to choose from. But 10 years ago the demand for that hadn’t matured. “Education has played a big role,” says Chubey. “Previously, most people would have a power meter and they would need a coach to tell them exactly what to do with it or translate and review the data.
“I actually think one of the big things that helped were third party apps like Zwift which really simplified how to consume that information and understand it. It wasn’t so technical. “And then during Covid the expansion of Peloton helped reach a greater market than the traditional cyclist. All of a sudden you had someone who would normally go to a spin class or indoor cycling class understand what their FTP (Functional Threshold Power) is.”
OEM partnerships
As consumer demand has risen for 4iiii’s products, so has the interest from OEMs. In July 2019, Chubey assumed the role of director of OEM accounts so plays a key part in how these relationships go from concept to reality. The first brand to officially partner with 4iiii Innovations was Specialized, for a complete line of power cranks in 2018. S-Works, Shimano Dura-Ace, Ultegra and 105 Power Cranks were all available in various dual and single-side aftermarket configurations. The partnership marked the first time that power meter
technology featured on a dual-sided carbon crank with Specialized launching the cranks as original equipment on its flagship S-Works Tarmac Disc.
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