Ass Savers

In the summer of 2011, facing another rainy ride home from the office, Ass Savers founder Staffan Weigel rips off a piece of cardboard and places it under his saddle only to arrive home reasonably dry.

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

The video goes viral and within 24 hours they build a simple online shop and, six months later, Weigel quits his job to concentrate fully on the new company.

The company currently employs five people and operates from its headquarters in Gothenburg, Sweden. More than one million Ass Savers have been sold and the brand that started as a joke is now recognised by millions of cyclists around the world. As the first mudguard ever used by professional cyclists on the UCI World Tour, it has proved that a good idea can go a long way.