4iiii Innovations Inc., the Canadian-based maker of cycling power meters, heart rate monitors and cycling trainers, welcomed Phil White as its acting president. White was the Co-Founder of Cervélo Cycles.
Upon the sale of Cervélo Cycles to Pon Holdings, White assumed the role of chief innovation officer at Pon. Bike until 2017. Most recently, White has been providing expertise and mentorship as a 4iiii Board member.
Kip Fyfe, 4iiii CEO, said, “Despite this challenging economic climate, 4iiii is seeing solid demand for trainers and power meters. Phil understands the need to support the current demand and also plan for our innovation & growth. His unique blend of strengths in design, manufacturing and marketing make him the ideal candidate to lead the team over the next quarter and potentially beyond.”
“I’m excited to be involved with an innovative company and a fantastic team” White commented. “4iiii is a leader in sports electronics and is a major player in indoor cycling and fitness. 4iiii equipped bikes have won Paris-Roubaix and stages of the Tour de France and Giro d’Italia. This year, André Greipel and the Israel Start-Up Nation UCI Men’s World Tour team as well as the Tibco SVB UCI Women’sWorld Tour team are riding with 4iiii power meters. Pro cyclists choose 4iiii Precision Power meters because they are the most reliable and their proprietary tri-axial strain gauges make them more accurate than anyone else.”
4iiii said it is well-positioned to support both dealers and consumers, even with the increased demand for indoor training and virtual racing due to COVID-19. White added “I was really impressed by how the team immediately adapted to COVID-19 by moving most people to work from home and creating isolated assembly and quality stations in the factory to keep production going. These quick, innovative changes have allowed the company to keep our dealers and the 4iiii.com store well-stocked as demand has skyrocketed for our trainers and power meters.”
Photo courtesy 4iiii Innovations
