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Lezyne charts new course into GPS market

Published March 18, 2015

TAIPEI, Taiwan (BRAIN) — Taking on a category-defining brand like Garmin may sound like a risky move, but Lezyne owner Micki Kozuschek figures his accessory brand’s strong background in LED lights — currently 45 percent of the company’s overall turnover — gives it a leg up.

“LEDs have processors and software. They have memory. We were already making computers,” he said.

Lezyne took the wraps off its new GPS line Wednesday at Taipei Cycle — three products competitively priced at $140 to $200.

Available at the end of March, the compact, GPS Mini will be the smallest and lightest (30 grams) GPS computer on the market, Lezyne claims. Aimed at “the cycling minimalist,” it records essential ride data — including moving and ride times, elevation ascent and descent, laps and temperature — but does not synch with Bluetooth or ANT+ devices like heart rate or power sensors. It has up to 10 hours of run time and stores 100 hours data.

The $170 Power GPS pairs with Bluetooth Plus iOS and Android smartphones to display incoming texts, emails and phone calls on the unit’s screen. It also synchs with Bluetooth Smart heart rate, cadence and power sensors. Power GPS runs up to 22 hours and boasts 200 hours of data storage.

The top-end Super GPS will be the only device on the market compatible with both Bluetooth Smart and ANT+, Lezyne says, allowing users to mix and match their devices regardless of protocol. Like the Power GPS, it also allows users to display incoming texts, emails and phone calls on the unit’s screen.

Both Power GPS and Super GPS should be available in a couple months, said Dillon Clapp, marketing for Lezyne.

All the GPS products get Lezyne’s secure X-Lock mount, which was developed concurrently for the company’s smartphone cases. Consumers can also purchase a separate out-front mount, with an integrated shim specific for 31.8-millimeter bars, for better visibility of the unit.

The GPSes are compatible with third-party training websites like Strava and TrainingPeaks, but Lezyne additionally has developed its own app and site.

The GPS Ally app uploads data direct to Lezyne’s GPS Root website and allows users to customize their training information and select multiple formats for quick searching. The Google Maps display can be viewed in three resolutions: “low” for quick loading and “high” or “ultra” for more detailed data points. Registration for the website requires only an email address and password.

Dealers looking to expand their GPS selection will also be happy to know that Lezyne is offering 45 percent margin on the new line.

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