Specialized Bikes Alias Launch: Go Direct to the Rider

T2AliasTaraErinScottWhen Specialized Bikes launched its new Alias triathlon bike, designed especially for the female body’s unique geometry, the brand planned a launch that would go global, reach key influencers and go straight to the rider.  Smart move!  In a live webcast from NYC indoor cycling fitness studio T2 Multisport NYC, Specialized Women’s unit’s Erin Sprague and Scott Holz, the company’s “fit” expert, were joined by triathlon enthusiast Tara Costa, best known to the public from NBC’s “The Biggest Loser.”  Costa (who I think is actually one of the world’s biggest winners;) is now running her own coaching and nutrition company and continues to turn girls and guys everywhere onto a healthy active lifestyle — including activities like cycling and triathlon as a way to get more out of life and have fun.  Webcast archive can be viewed here.

Smart move.  In one fell swoop, Specialized reached a global audience that included dealers, media and — quite unique in the sporting goods world — cycling enthusiasts and riders from all over the world.  Smart because the product is aimed at entry-level or short-course female triathletes — and women make up a full 50% of age group triathlete enthusiasts.  The bike is not intended for professionals — it’s truly designed for the female body and special consideration was made for riders who might want to ride with both “roadies” and triathletes alike (a seat post change will give Alias riders more of a road bike profile).

I was thrilled that T2 — a fitness facility that I support and am involved with — played a part!  And T2 is one of the only places the public can demo the new Alias bike by booking a class and requesting the Alias via info@t2nyc.com.  



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