I led the development of a global saddle wall system designed to simplify the often complex saddle selection process and create a more engaging, informative in-store experience. From initial concept through to in-store execution, the goal was to help riders confidently find the right fit while elevating the overall shopping journey. This end-to-end project was a deeply collaborative effort—working closely with product developers, Human Performance experts, brand and marketing teams, and regional retail leads to ensure the final system was both highly functional and globally adaptable. The result was a scalable solution that brings clarity, education, and a rider-first mindset to one of the most personal product decisions in cycling.

Case study coming soon — a deeper look at the process, strategy, and impact behind the global saddle wall system.