ASS SAVERS
The ASS SAVERS story. Summer 2011: designer and keen cyclist Staffan Widell gets home from yet another rainy commute with a problem to solve. He rips off a piece of cardboard and wedges it under his saddle to stay at least halfway dry on the ride home.
It works. Together with Petter Danielson and Oscar Ternbom he turns the idea into a proper mudguard. True to Gothenburg humour, they call the project Ass Savers. Happy with the result, the friends post a short video online.
The rest is mudguard history. The video goes viral, they build a simple webshop within 24 hours, and six months later Staffan quits his job to focus fully on the new company.
Today the original idea has grown into a patented, proven product – and the range now includes the Fendor Bendor and Mudder alongside the Ass Saver.
The company is based in Gothenburg, Sweden, and has sold more than a million Ass Savers. What started as a joke between friends is now a brand known by riders worldwide. The Ass Saver was also the first mudguard ever used by pros on the UCI WorldTour – proof of how far a good idea can go.
gravel & commuting
mtb
road
