Vroomen, Kessler Announce Open – New Mountain Bike Company from Cervelo Co-Founder
We spoke with Gerard Vroomen, Cervelo’s co-founder, about his new project with Andy Kessler, BMC’s former CEO. It’s a new company, they’re not working with any established players. It’s called Open, and it’s based in Basel, Switzerland, but Vroomen says it’s a very virtual company, operating largely in the cloud.
“We’re taking everything we’ve learned in the past 15, 20 years and create a company and brand the way we want to,” Vroomen said. “We believe in simplicity. We’re starting with one model, and it’s a hardtail 29er.”
“When we started working on it, we thought about all the things we don’t want to do. Advertising, sponsorships, as a bike company there’s a lot of time wasted on those. We’re focused on building bikes and providing customers with the information they’re looking for.”
“This bike will be the lightest 29er hardtail on the market, but it passes all of the testing here in Germany. We didn’t understand why 29ers, and hardtails in general, had to be so heavy. We wanted to make one that competed on weight with the lightest 26″ model.”
“It was an advantage that we didn’t come from the mountain bike side. We could question everything that seemed logical. It’s still a double diamond design, but it’s in all the little details that makes it special.”
“We’ll have about 25 select stores in 15 countries at launch. We have distribution in the U.S. and it’s an area where we’ll spread our wings a little bit. It’s an important market, that’s why we’ll be using Sea Otter Classic for our official launch.”
We’ll have some hands on (and likely a first ride) next week, stay tuned!