At Guru Bikes, they believe a bicycle is more than a piece of equipment. It is the ultimate interface between man and the road, one that should feel like a natural extension of your body. That is why Guru crafts their frames based on individual rider specifications.
I was instrumental in a bold new marketing strategy that demonstrated the powerful bond between rider and bike. I created a new marketing platform that connected the two in an intimate partnership.
The simplest and most innovative item in platform was that we convinced our client to implement an additional step in the fitting/crafting process. Each new client was fitted with a commitment ring made from the same material as their chosen bike frame (carbon, aluminium or steel).