Ass Savers

Ass Savers: From a joke in Gothenburg to a WorldTour success

It all started on a rainy summer afternoon in Gothenburg in 2011. Designer and cyclist Staffan Widell was facing yet another wet ride home from the office. In sheer frustration, he tore off a piece of cardboard, wedged it under the saddle, and realized to his surprise that it actually worked.

Together with his friends Petter Danielson and Oscar Ternbom, he developed the concept. With typical Gothenburg humor, they named the project Ass Savers and posted a short video online. The rest, as they say, is history.

The major international breakthrough came during the extremely rainy and cold Milano-San Remo 2013, when half the pro peloton suddenly showed up with Ass Savers (many had bought them themselves or gotten them on the sly, since they weren't official sponsors back then).