The Frame First program, first introduced six months ago, was designed to give riders and dealers greater flexibility in building bicycles around INTENSE frames. Since its launch, INTENSE has made several key refinements:
• Clear Positioning in Complete Bike Sales– Reinforcing that INTENSE is fully committed to the complete bicycle business.
• Development of the 3D Configurator– Try it Now! An immersive digital tool that allows riders to build, visualize, and dream about their next bike in detail. With over 20 million combinations on how they can build their bike.
The INTENSE 3D Configurator Launched on September 30th
Explore the 3D Configurator Here - Powered by augmented and virtual reality technology, the Configurator delivers a rich, interactive experience where riders can customize builds by weight, budget, and performance preferences.
“While the Configurator was designed first for riders, it doubles as a closing tool for dealers,” said Carr. “In-store, it creates a personalized experience that helps riders see exactly what’s possible — and makes the purchase decision more engaging.”
Dealer Integration: A Low-Inventory, High-Experience Model
Some forward-thinking retailers are already preparing dedicated “Experience Centers” featuring flat-screen displays, frame walls, and demo bikes. By combining these showroom elements with the Configurator, dealers can deliver an elevated purchase journey without requiring heavy inventory commitments.
“The Frame First model is about aligning OE and dealer interests,” Carr emphasized. “It minimizes capital risk, improves cash flow with a just-in-time approach, and enables dealers to guide riders toward a bike that perfectly fits their needs. It’s about putting the specialty back into specialty retail.”
Key Dealer Benefits of the 3D Configurator
• No Heavy Stocking Requirements– Carry less inventory while offering more choice.
• Cash Flow Friendly– Leverages a just-in-time business model.
• Personalized Rider Experience– Build exactly to rider budget, spec, and style.
• Closing Tool for Dealers– Helps staff guide riders confidently through the purchase.
• Technology-Driven Differentiation– Sets shops apart in their local communities.
About INTENSE Cycles: Founded in Southern California, INTENSE is known worldwide for innovation, performance, and racing heritage. The company continues to pioneer new approaches to dealer partnerships through programs like Frame First and technology-driven tools such as the 3D Configurator.
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