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Saris re-brands its portfolio to emphasize connection to parent brand

Published November 1, 2017
Saris becomes the "endorsing brand" of CycleOps, PowerTap and Bike Fixation. Saris Parking is rolled into Bike Fixation.

MADISON, Wis. (BRAIN) — Saris has released a re-branding of CycleOps, PowerTap and Bike Fixation that emphasizes each brand's connection to Saris. Now each of the brands is being "endorsed" by Saris, so CycleOps has become "CycleOps by Saris," PowerTap is "PowerTap by Saris," and so on.

Two related changes: The Saris Cycling Group name has been changed to simply Saris. And the Saris Parking brand is gone; now the bike parking and infrastructure products are being marketing under the "Bike Fixation by Saris" brand. Saris Cycling Group bought Bike Fixation (then spelled Bike Fixtation) last year.

The new names officially take effect Nov. 1.

Saris is a word that combines the first names of the company's co-founders, Sara and Chris Fortune.

"Our customers want to know who we are and what we stand for," said Chris Fortune. "The answer is the same as it has been since we started: the bike, and its transformative powers, are at the heart of everything we do. We're a tight-knit team of innovators, diligently forging products for various cyclists who are just like us. Together we're committed to creating safer places to ride for not only ourselves, but for our communities as a whole. We've been working as one tribe in one farmhouse with one warehouse since we started, and today we reinforce that message and our mission - united under one brand."

Heather Fortune, the company's marketing direction, said, "Additionally, the more we heard from our customers, the more we recognized the considerable power in linking those positive relationships together. This streamlining of our brand presence will expand and solidify the confidence our customers have in our full portfolio of products, especially across categories. It will also help our retail partners tell the story of who we are and what we stand for, making it easier to seamlessly weave together this connection for our customers."

More information at the company's new website,

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