INSTANT MUDGUARDS

Summer 2011, faced with yet another rainy ride home from the office, designer and avid cyclist Staffan Weigel rips a piece of cardboard and sticks it underneath his saddle just to get home reasonably dry.

Surprised by the positive result, he decides to develop it into a mudguard concept together with a couple of cyclist friends. True to the Gothenburg humor tradition, they call the project Ass Savers. Quite satisfied with the finished product, the friends post a short video of the product online.

The rest is mudguard history. The video goes viral and within 24 hours they build a simple web shop and six months later, Weigel quits his daytime job to fully focus on the new company. Today the Ass Saver has come a long way, and the promising concept has matured into a proven patented invention alongside other show-stopping products such as The FendorBendor and The Mudder. More than one million Ass Savers have been sold and the brand that started as a joke is now recognised by millions of cyclists all over the world.