Retul: I Am Specialized
Written by: Dan Empfield
Date: Fri Sep 14 2012
This makes the messaging touchy, as Retul has tried hard to remain “ecumenical” since its inception in 2007. Independent bike dealers—a network for which there is no bigger champion than Mr. Sinyard—include those who don't buy Specialized bikes. Will they balk at the idea of buying a Retul system if Specialized is behind it? Probably not, if in that dealer’s mind Retul’s tools represent the most robust fit solution at the most palatable price. Retul will not likely face much opposition to its products just because of the Specialized connection.
Specialized is a leader in dealer training among flagship bike brands, and for a decade its SBCU curriculum has trained dealers in what one might call “process driven transactions.” The Body Geometry process is an integral part of SBCU, and SBCU’s Global Program Manager, Scott Holz, is a fitter by trade. Holz himself recognizes the value in what he calls “clockwise” transactions, where a fit process leads to fit coordinates and subsequently to the selection of the right bike, rather than choosing a bike and then deciding how to best fit aboard it. Fit bikes like the one Retul developed last year will help Specialized dealers use Body Geometry protocol to execute a “clockwise” transaction.
While the Body Geometry curriculum must find a way to absorb the new dynamic fit tools Specialized now owns, perhaps altering in some measure the Body Geometry protocol, Specialized also sells to a lot of IBDs that are not now, nor will ever, have a fit studio that includes dynamic fitting tools. Therefore, the Body Geometry protocol they now teach is inclusionary when seen through the prism of the wide swathe of IBDs to which Specialized sells its bikes.
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