The marketing script in triathlon bikes has been consistent for over a decade. Every bike brand checks similar boxes:

1. Tease a new release.

2. Release with accompanying "data" published in "white paper" to establish an argument for technical merit: "Best in wind tunnel/real world/etc."

3. Sponsor pro athlete and hope for results.

4. If results happen, attribute them by association to the bike, but never directly.

Here is my inquiry:

Does this language still inspire you to make a new bike purchase?

If you answered "Yes", Stop here and set down your pencil.

If you answered "No", please explain your answer briefly and suggest an alternative to this marketing script.

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Tom Demerly
The Tri Shop.com