The company considers itself an 'innovation leader in sports electronics and sensor technology', offering crank based power meters at wallet friendly prices, and says Phil White's appointment will 'fortify the company’s growth trajectory.'
The brand offers a range of options, with a single sided Shimano 105 crank coming in at £299.99 RRP, weighing just 9g. 4iiii says its 'proprietary tri-axial strain gauges' make the power meters more accurate than other options on the market.
It also sells 'Viiiiva' heart rate monitors and 'Fliiiight' turbo trainers (yes, we're still counting the i's every time).
White took on the role of Chief Innovation Officer at Pon.Bike, after selling the Cervélo brand to Pon Holdings, staying there until 2017. He later embarked on a Board member role at 4iiii.
4iiii sponsors Isreal Start-Up Nation as well as the Tibco SVB UCI Women's World Tour team. White commented: "I’m excited to be involved with an innovative company and a fantastic team. 4iiii is a leader in sport electronics and is a major player in indoor cycling and fitness. 4iiii equipped bikes have won Paris-Roubaix and stages of the Tour de France and Giro d’Italia."
4iiii's CEO Kip Fyfe said: “Despite this challenging economic climate, 4iiii is seeing solid demand for trainers and power meters. Phil understands the need to support the current demand and also plan for our innovation and growth. His unique blend of strengths in design, manufacturing and marketing make him the ideal candidate to lead the team over the next quarter and potentially beyond.”
Turbo trainers have been a key must-have item in amid the crisis, with UK retailer Sigma Sports revealing a year-on-year sales increase of 977 per cent in March.
Referencing the crisis, White added: “I was really impressed how the team immediately adapted to COVID-19 by moving most people to work from home and creating isolated assembly and quality stations in the factory to keep production going. These quick, innovative changes have allowed the company to keep our dealers and the 4iiii online store well stocked as demand has skyrocketed for our trainers and power meters.”
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Cycling Weekly's Digital Editor Michelle Arthurs-Brennan is a traditional journalist by trade, having begun her career working for a local newspaper before spending a few years at Evans Cycles, then combining the two with a career in cycling journalism.
When not typing or testing, Michelle is a road racer who also enjoys track riding and the occasional time trial, though dabbles in off-road riding too (either on a mountain bike, or a 'gravel bike'). She is passionate about supporting grassroots women's racing and founded the women's road race team 1904rt.
Favourite bikes include a custom carbon Werking road bike as well as the Specialized Tarmac SL6.
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