Summer 2011, faced with yet another rainy ride home from the office, designer and avid cyclistStaffan Widelllrips 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, Widelll 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 TheFendorBendorand TheMudder.
As the first mudguard ever to be used by professional cyclists in the UCI World Tour, Ass Savers has proven that a good idea can go far.