A decade later, the CruX evolves.
The all new CruX
Product Manager | Starr Walker
WHY?
The Gravel market is maturing and continuing to grow.
Riders use these bikes in different ways.
Project
Gravel Race
Year
CY2020
Who is the rider?
CruX is for those who ask themselves what they can leave behind rather than what they should take along. made for riders who appreciate the essential and distain the extraneous. It is the embodiment of simple sophistication. Refined to dance as one with the rider through barbaric mixed terrain conditions with finesse and panache.
What is it?
•Off road performance for the minimalist
•Technology, Design language, and ride quality from aethos
•lightest gravel bike on earth – 725g SW frame (1kg lighter than diverge)
•Minimalist features – no rack, bag, or fender mounts. No future shock.
•700x47c / 650x2.1” tire clearance (same as Diverge)
•Competitive fit geo, nimble and reactive handling, longer/progressive reach
Business Opportunity
Gravel driving growth in road over next 3-5 yrs
- Covid aside, road was flat to down
- Gravel growing 50%+ YOY in USA and EU
Gravel will be 1/3 of our revenue in MY22
- 55% increase over MY21 – directly related to crux intro
- $50m revenue – equivalent to aethos
New Crux 10x bigger than before
- 15k units in MY22 globally.
- $50m revenue – equivalent to aethos
Product Description:
This bike is designed to expand the capability of the current crux by adding tire clearance and will take progressive geometry cues from bikes like the diverge and epic
This is the lightest weight bike in the off-road space with painted frames at 775grams (other bikes in this light weight space are over 800grams w/ majority coming in over 1K grams)
Tire clearance equivalent to the diverge 700x47 / 650x2.1
Rider First Engineered / Performance Rider Fit
Purpose:
Cyclocross riders specifically value light weight, simplicity and responsiveness above all else, while an increasing number of gravel riders also desire a bike that has no frills and is straight to the point
CRUX has always been a gravel bike, just not everyone has known it.
Gravel is evolving and growing rapidly. A once subculture is now the norm.
Gravel provides community (competitive and non).
Cyclocross (as we know it (aka racing) is seeing a decline in participation as more and more gravel events continue to pop up and the opportunity to ride “off road” is more accessible. The CRUX has been the racers weapon of choice for cyclocross and we need to continue to serve those riders, and now we will better serve that rider in gravel events as they continue their race season beyond the Fall/Winter.
With Cyclocross events declining, those who feel displaced by the lack of events to participate in can now find sanctuary at Gravel events & reconnect with their community.
Brand Impact:
Gravel is the fastest growing experience in the road space and we want to own this mind share.
With more and more brands joining the gravel revolution, we have to show that we own this space/market by providing the tools for the various & ever evolving “jobs” (needs) so that our riders can always find/have what they need to get the “job” done.
Having more gravel bike options better serves our riders
Market impact:
80 gravel / 20 % cross
Who is the rider:
this is the CX riders gravel bike - 40% (cross rider who appreciates the capability beyond the CX course) (this is who is buying the CRUX today)
feature adverse rider’s gravel bike – 25%
new business for us
typically a stigmata customer, aspero, open (premium, clean, simple, light bike)
performance/ competitive oriented gravel bike – 35%
half of this group has been on a diverge previously and will not be more interested in this bike
the other half will be people who come from other competitors
Broaden the scope of CRUX (cyclocross) so that it is just as capable in the gravel world.
New CRUX is more accessible and inclusionary. You can take it from the cross course to a gravel event or spend the weekend exploring the outdoors.
