With autumn the more complicated season for cyclists. Modern clothing allows you to ride in relative comfort even in low temperatures, it's true. But when the weather is really bad, and the days are really short, for many practitioners It's time to get out (or buy) the rollers.
How is the market going? This instrument, the bane and blessing of cyclists? How has it changed from before to after the Covid boom? What are the most requested models? To talk about it we contacted Marta Segato, from Elite's marketing office, one of the world's leading companies in the sector.
Marta, has roller season already started?
Let's say it's still early days, even if the roller is no longer just a tool to be used in winter. However The weather has a big influence, because as long as the weather is good, people prefer to go out.Even in the cold, many people now cycle outdoors, but everything changes when it rains. Or for those who live in the city, in areas where it's difficult to find training routes within a few kilometers. Anyway, let's say that between November and early December we have the sales peak, because everyone interested wants to have them for Christmas. And usually then they use them until February-March, depending on the area of course.
What are the most popular rollers?
Certainly the smart and direct transmission ones, that is, those that are used without the rear wheel. Are more practical, more stable, more precise, there's no problem with tire wear. Since I've been working at Elite, which is 25 years, the world of rollers has changed a lot, and this one of direct transmission it was the first milestoneThe second was interactivity, which makes the experience much more enjoyable.
So are non-smart trainers on the way out?
What market is practically disappearedWe still have some in our range, but very little. Anything that isn't smart isn't selling anymore. The roller model, the open one to balance on, It still resists but it is the prerogative of the competitors who use it to warm up before races.
Let's get more specific. Do you have any new models for this season?
We presented a new roller at the Eurobike fair in June, il Rivo model. So we will start selling during this period. It's a smart roller, of course, which adds to our Justo 2 and Avanti models, but simplerWe sell it in two versions: the basic version or with a “Zwift ready” setup, that is, with the set-up called “Cog and Clic”. It is a universal 8-12 speed cassette that replaces the traditional one and makes everything simpler, especially if you use the roller with several bikes.
Can we say that Rivo offers the best value for money?
Rivo certainly has an attractive price, we would like it to become a gateway, slimmer in price and features compared to Justo 2 and Next. It is anyway a quality product, with a slope simulator that reaches 18% and is very precise, but less extreme of the top-of-the-range models.
By top of the range, you mean the Justo 2, right? How is it different from the Rivo?
Yes Justo 2 is our flagship product. It comes used by professionals, such as from UAE by Pogacar, a collaboration that is very important to us. And it is also the chosen roller for the UCI Esports World Championships which will be held on November 15th in Abu Dhabi. On that occasion, all the finalists will ride that model. The price is around 1000 euros, which is about double the price of the Rivo. It can simulate a 24% gradient and has an integrated power meter., with an error rate of less than 1%.
Let's take a step back. How did the market fare after the big spike during the Covid period?
That period It was a bubble, and we knew it couldn't last.People were willing to pay anything for a roll. We were forward-thinking and We managed well the inevitable backlash that occurred in 2022, while still managing to sustain marketing. Let's say that those two "magical" years for us made up for the more difficult ones that came after. Signs of improvement were seen last year and this year.
Compared to pre-Covid, have sales increased now?
Yes, there was an increase, because that period It brought many people together who then turned it into a training tool. Even people who may never have thought about it before. Covid has pushed us a lot in this direction.
Are rollers used only by competitive athletes, or is there a market for them among other types of people as well?
Certainly the hard core remains that of the road cyclists classical, who use rollers for winter training but not only. For the world of MTB is still difficult though, they always go out anyway, while with gravel it's already something more. But the gap is narrowing. Now there are also many more women and slightly younger usersOnce the target was 35-40 years old, now it's getting lower because it's become more and more fun. And communication from platforms like Zwift, which for example is the sponsor of the women's Tour, in this it certainly helped.
