TECHNOLOGY
way to track and analyse their performance. The Watch app has Bluetooth connectivity, enabling
integration with fitness sensors (non-drive side and dual power meters, and heart rate monitors like 4iiii’s own Viiiiva) from 4iiii and most manufacturers. And the partnership loops back to 4iiii’s early days and building relationships. “We work with brands in indoor cycling and with those brands we have built some technology that incorporates Apple, so because of that we have been an official Apple approved developer and manufacturer,” explains Chubey. “Previously we actually threw around the idea of the ‘Find
Apple Find My integration
“It was a wonderful project to work on,” adds Chubey. “It took a while but it’s so much easier when you’re doing
this together because then you can speak to the right people about the carbon lay-ups and test together. “Specialized had the vision and they knew this [wave of demand] was coming. We look today and a lot of brands are just catching up now.” For 4iiii this partnership further helped to cement its status as one of the go-to brands in the power meter market and laid the foundations for more in recent times. “Once you have an engagement with an OEM like Specialized, people really trust you and your product,” says Chubey.
“It was a really important trifecta at the time with the OEM, the Pro Team and then our product. “We had to be mindful because we were still growing and it would have been easy to bite off more than we could chew “The worst thing you could possibly do is have this great sale opportunity and then not be able to deliver what they need.
“So we were cautious with how we ramped up in ensuring that we were able to deliver and be good partners.” Fast forward to 2024 and 4iiii now has partnerships with Canyon, Orbea, and BMC to name a few. And we can expect this to increase in the future.
The next generation of sports technology August last year saw the Canadian brand announce an integration of Apple to create the world’s first power meter with ‘Find My’ technology and a new Apple Watch app. Apple Find My technology has been directly integrated into the new Precision+ power meter platform. By leveraging Apple’s network of over 1.5 billion Apple
users, cyclists will now be able to track their power meters using their Apple devices. In addition to Precision+ with Apple Find My, 4iiii unveiled its ‘Ride’ Apple Watch app, designed to offer cyclists another
28 | September 2024
My’ type system before Apple had theirs. The problem at that time was that the networks just weren’t big enough. “So when we caught wind that Apple was doing this and
we saw how big their network would be, we already had those relationships with Apple so we were able to instantaneously work with them. “They had a keen interest in getting into the bicycle industry with inclusion of bicycle power and things like that as part of their app, so they pulled out all the stops to work with us on this project.” For Chubey, technical integration with a brand like Apple is the result of changes in consumer demands. “I believe gone are the days of a cyclist only living in the world of their Garmin Connect and then Strava,” she says. “I believe that most people now have expanded to this Apple Health type system that’s more holistic. “So cycling is a big part of it, but they’re looking at mobility and yoga and strength and they want to see all of it, whether through Apple or something else. “Those fundamental systems have grown and people want that overall wellness now. That’s been the biggest growth.
“So even though ‘Find My’ doesn’t play into wellness, it is connecting Apple into the system. It’s a super useful, unique and meaningful feature to add.” As the consumer seeks a more holistic portfolio of products and apps for wellness, Chubey sees more opportunity for cycling brands to expand their offering by engaging customers more. “It’s hard to do that when there’s nothing on your bike,” she adds.
“They sell a bike and it goes out to the market and they never see it again. “Do they have an opportunity to engage more with their customers? I think that would be interesting. And valuable.
“There’s a lot of people who are brand loyal and it would be great for brands to have that engagement with those customers. There could be ways to use that engagement to make better products that the market wants.”
www.bikebiz.com
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