Specialized

But I feel like...

Was Specialized just tag-teaming it? Yeah, yeah.

I was like, okay, Sophia G, like, bah, bah, bah.

But, like, the pack seemed motivated to, like, stay together, keep pushing.

And that's the

thing you like fall into what other like this dialogue of what other people, how they talk.

I even remember a couple of years ago when I was working at Specialized, we were talking about Unbound a lot.

And there was literally a conversation about...

Please do

... that came out this week is that Mike Sinyard, founder of Specialized, I, I think I might just take the hat off while, while I'm, like, doing this part.

Mike Sinyard, the founder-

Specialized being the, the small up-and-coming bicycle company out of California?

Yes, correct.

Uh-

Yeah

...

Murray, Schwinn.

I had a Specialized, but that was when I was an adult.

[laughs]

Okay.

You're developing incentive schemes around if they hit certain markers, they get certain things, benefits from the company itself.

So, I mean, David always tells the story for Specialized, the bike brand, where they would come in every Wednesday with, like, T-shirts, free bottles, stickers, whatever, you name it, you know, swag, basically.

And they would just bribe the store staff with their free swag.

It looked good.

It's like a call to authority sort of... testimonial style badge is tour magazine's 2026 rating of a 1.4 uh rest best bike in the world apparently that score i haven't actually double checked what all the combined scores are because that score is basically taking all the individual things they test like aerodynamics bottom bracket stiffness weight and then tour magazine give them a score so a lower score is better And so then they average the score in each of those categories and apparently 1.4 is very low or the lowest.

And Specialized have respected Tour Magazine enough to go, bang, you're on our S-Works head of the product page.

I don't know this for certain, but I would have assumed the SL8 was right up there as well.

Because I remember when we had Robert on, he was glowing of the SL8 to the point where he was saying words like he can't believe how well this thing's tested, et cetera, et cetera.

So my point being, I assume with that bike having tested really well as well and probably got a very low score, that this is a new thing for Specialized.

Yeah, I've

never seen this before, and I've spent a lot of time on S-Works SL Tarmac product

Okay.