Cannondale parent company confirms Guru deal

Fit cycle, frame finder and fit analysis package dubbed the GURU Experience

Cannondale bike shops will soon have an automated fit cycle and a branded fit process called the GURU Experience.

On Wednesday, Dorel announced the purchase of Guru Cycles, a boutique Canadian custom company that owned an innovative piece of fitting technology called the Dynamic Fit Unit, which adjusts on-the-fly while a rider is pedaling on it. Dorel owns the Cycling Sports Group, which consists of Cannondale, GT, Mongoose, Schwinn, IronHorse and Sugoi.

Combined with some frame database software, the newly crowned GURU Experience will allow users to not only get fit, but to have appropriately sized frames selected for them.

The timing of the deal is interesting as it comes on top of Specialized's purchase of Retül, a fit company which has 3D motion capture software, a branded fit bike and frame finder software.

BikeRadar published early speculation of the Guru deal last Wednesday.

“The way consumers shop is changing radically in and outside the cycling industry,” Robert Baird, Group President and CEO of Dorel Recreational/Leisure said in a press release. "GURU is the centerpiece of our overall goal of meeting the needs of consumers and our retailers and transforming bicycle shopping.”

According to Dorel, the GURU Experience will also include an analysis of a rider's flexibility, riding style and riding goals. The geometry data will also be applicable to brands outside the Dorel stable, too, according to the company.

As for the Guru custom frames, Dorel is licensing the name back to the original owners for use on bicycles. The intent of the purchase was solely for the fitting technology.

Ben Delaney

US Editor-in-Chief
Ben has been writing about bikes since 2000, covering everything from the Tour de France to Asian manufacturing to kids' bikes. The former editor-in-chief of VeloNews, he began racing in college while getting a journalism degree at the University of New Mexico. Based in the cycling-crazed city of Boulder, Colorado, with his wife and two kids, Ben enjoys riding most every day.
  • Discipline: Road (paved or otherwise), cyclocross and sometimes mountain. His tri-curious phase seems to have passed, thankfully
  • Preferred Terrain: Quiet mountain roads leading to places unknown
  • Current Bikes: Scott Foil Team, Trek Boone 5, Specialized S-Works Tarmac SL4, Marinoni fixed gear, Santa Cruz Roadster TT bike
  • Dream Bike: A BMC Teammachine SLR01 with disc brakes and clearance for 30mm tires (doesn't yet exist)
  • Beer of Choice: Saison Dupont
  • Location: Boulder, CO, USA

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