Born in 1996 as a brand for high performance products, fi'zi:k is designed and handmade in Italy by the world's largest saddle manufacturer, Selle Royal.

Fi'zi:k is the phonetic spelling of the word physique, referring to the form or state of the human body. Often associated with general fitness and athletics, the word is also used in many contexts to illustrate physical strength and superb health - ie. a powerful physique, a healthy physique.

In its phonetic form, fi'zi:k inspires other associations. Visually, the symbol conveys a sense of something scientific, technological or mathematical; and audibly, something fresh, effervescent, energetic and lively.

Since the beginning, fi'zi:k's mission has been simple: to improve the ride experience for all cyclists.

Fizi:k plays a leading role in the world of competitive cycling and actively co-operates with professional athletes to improve product performance and development as illustrated in its 16-year history. The brand depends on its sponsored athletes to help them continuously improve and innovate. There is no better way to improve than by hands-on field testing and data gathering.  Due to the success of and demand for the brand, fizi:k is never at a loss to call upon the best in the professional cycling and triathlon world to assist with research and product development. After only a few years of international professional presence, fizi:k had seen the regional, national and international podium many times in all cycling disciplines.