Dorel Recreational/Leisure has acquired and launched Guru Experience, an advanced personalized bike fitting and consultative retail system that will enable dealers to help their customers reach their peak performance. The company is making the system, which includes a fitting station and Guru’s proprietary software, available to Cannondale, Schwinn, GT and Mongoose bike dealers that meet certain performance requirements on a fee basis.
The Guru Experience is driven by a highly individualized technology-assisted discovery process that helps the consumer identify the ideal bike, based upon their own unique body flexibility and type, personal goals, ability level and riding style. The first step for each consumer is to sit with a Guru Experience retail consultant and discuss everything from medical history, to athletic background, to fitness goals and budget. The next step is the automated fitting unit. At the heart of the Guru Experience, this unit features real time “on the fly” adjustability, creating a seamless, iterative loop of precise adjustment and feedback tailored to the individual cyclist. The real time adjustments replicate the actual motion of cycling, so the rider instantly feels and reacts to every precise equipment alteration, ensuring the perfect ride and optimized athletic performance.
Once the consumer completes the automated fitting, the software will provide a detailed, comprehensive assessment of existing bicycles and products which best meet his fitting profile and goals. The Guru Experience software has universal application, ensuring customers can identify and choose bicycles from any brand. With specially trained Guru Fitting Consultants and consistent yet personalized procedures, Guru engages everyone from casual riders just discovering the sport to the dedicated athlete trying to maximize performance and competitive potential.
The Guru Experience doesn’t stop after the initial purchase. It’s a long-term resource for the consumer with incremental benefits beyond the initial experience. Consumers will have access to training, progress updates, coaching, bike forums and additional ongoing cycling resources.
“Guru brings the bike buying process to an entirely new level for consumers, where they have access to significantly more optimized customer service, and the most advanced equipment and processes available for becoming the best rider they can be, no matter their fitness level or experience,” said Scott Rice, Director Advanced Product Development, Dorel Recreational/Leisure. “Our consumer insights research shows that fit is the most frustrating part of the shopping experience for consumers. Adding more certainty to the experience of purchasing a bicycle will take the guess work out for consumers and ensure their long-term satisfaction.”
The Guru Experience is supported by partners including F.I.S.T., SRAM, Fi’zi:k, Zipp and TBC (Training Bible Coaching). In particular, the fitting philosophy and training program for the Guru Experience was developed in cooperation with Dan Empfield, founder of F.I.S.T. (Fit Institute Slow Twitch). Motion and video capture give the rider instant feedback and takeaway verification of their unique fit profile, while bike recommendation software and Guru/F.I.S.T. trained consultants ensure that every customer leaves with a bike that fits his or her physical size, shape and style of riding.
