Ass Savers: From a joke in Gothenburg to World Tour success

It all started on a rainy summer afternoon in Gothenburg in 2011. Designer and cyclist Staffan Widell was facing yet another wet bike ride home from the office. In pure frustration, he tore off a piece of cardboard, wedged it under the saddle, and was surprised to find 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 is, as they say, history.

The big international breakthrough came during the extremely rainy and cold race Milan-San Remo 2013, when half the pro peloton suddenly showed up with Ass Savers (many had bought them themselves or received them secretly since they were not official sponsors at the time).