Factor CEO Rob Gitelis on the Brand's Unique Approach
We caught up with the CEO of Factor Bikes, Rob Gitelis, to find out about the brand's singular pursuit of performance, and why every ride should be an experience.
January 11, 2025
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INTERVIEW
The Bike Fitter Will See You Now
He’s the bike fitter to enthusiast and pro cyclist alike, a man who can have you sitting pretty and pretty powerful in no time at all. He’s our very own Barry Anderson, Regroup’s bike fit savant. And he’s now in session.
If you're looking for a standout cup of speciality coffee in the Phoenix metro area, make your way to the Regroup Café. A custom bicycle? Set your sights on the Regroup Bike Shop and Regroup Custom, our special projects division dedicated to bringing your dream bike to life. But before that, you'll need a bike fit. Bike fitting, like making great coffee and building amazing bikes, is the preserve of true experts. That's why we incorporate a specialist bike fit into the Regroup Custom process via our in-house bike fit studio, staffed by none other than the legendary Barry Anderson.
It’s no exaggeration to say that Barry is one of the finest bike fitters in the world. A man of incredible experience, he can boast over 25 years of motion analysis to his name. He may even be the best, but we don’t want to make Barry blush. Let’s just say that one look at your butt, and Barry will know which saddle you should be riding. When he’s not working his magic with measurements, Barry travels the world to speak about bike fitting and counts more elite athletes as clients than there are beans in a coffee bag. And yes, he really can do that saddle trick.
A few weeks ago, we spoke to Barry about bike fitting, his experience, the process, and what he does and does not do. Here’s the edited transcript.
What's the biggest misconception people have when they come to you for a bike fit?
The number one misconception is that a bike fitter can fix all of their problems, and that is something we absolutely can’t do. Half the time, the solution to a rider’s discomfort requires working with a qualified physical therapist or trainer. If someone has an asymmetric pelvis, for instance, it doesn’t matter where I place their saddle; they’re not going to be comfortable.
Are people generally aware of these issues when they come in, or do you typically identify them during the fitting?
It really depends on how recreational or advanced they are. Cyclists can be obsessive, and the longer they’re involved in the sport, the more obsessive they become. Some arrive with very specific questions and issues they’re already aware of, while others are complete beginners who haven’t yet identified their discomforts. Just yesterday, I had a rider fly in from Kentucky for a size cycle fit for a custom bike. We did all of the math, and he got back on a plane with all of the information his local shop needs to build his dream bike. During the winter, about a third of our clients travel in. These athletes take cycling very seriously, have had multiple fits in the past, and are very aware of their physical strengths and limitations. Compare that to the first-time cyclist who came in the day before that, who didn’t have shoes, bibs, or even a helmet. We did her size cycle fit with flat pedals and running shoes, because she isn’t going to be comfortable clipping in for a few months.
What's your general approach to the wide range of cyclists who come through your door?
I work really hard to ensure everyone who walks into my studio feels heard and valued. The room I work in is a safe place, and no matter how many fits I’ve done, I remind myself to stay fully present with each person. Every fit is an opportunity to improve my skills, whether I’m working with someone new to cycling or an Olympic gold medalist. It’s very easy in high-volume scenarios, like a busy mechanic or salesperson, to simply go through the motions. But my focus is always to avoid this and to genuinely pay attention to each rider individually. If I have any marketable skill, it’s empathy. It’s not easily trained, and I believe people come back to me because I listen and make sure they’re the center of attention.
"Pogačar, I’d bet, doesn’t have hip restrictions. My feeling is that a shorter crank optimizes his unique seated attacking position, placing him in the most powerful range of his quadriceps. His saddle height appears artificially low, but it’s perfectly aligned to leverage maximum muscle power when he’s attacking."
BARRY ANDERSON ON TADEJ'S SHORTIES
We hear you have a good eye for a saddle...
Ha, yes. I’ve pressure-mapped so many different riders on various saddles that I now typically pick the right saddle on the first try. That definitely wasn’t the case when I started working with cyclists twelve years ago. It’s something that comes with thousands of repetitions. After fitting over 10,000 riders, you begin to recognize patterns in saddle comfort and pressure points immediately.
What sets your bike fitting service apart from others?
Experience and technology set us apart. I’ve been doing motion analysis since 1996. We’re also extremely agile. If something new and better emerges, we’re ready and willing to adapt immediately. Many fitters simply don’t have the bandwidth for continuous education and technological experimentation, but that’s central to what we do. Most bike fitters are also busy running their bike shops. I am blessed in that I have no such distractions. I get to focus entirely on the client and on sharpening my skills. For example, this morning, instead of handling shipping and receiving like many bike fitters have to do, I got to spend an hour listening to a data scientist from the Netherlands discuss a new SQL database interface designed to help cyclists better understand their data. Continuous education is essential to maintaining our expertise.
Speaking of technology, how do you see AI impacting bike fitting?
AI will likely automate some of the basic measuring tasks. It’ll democratize comfort for casual riders by providing safe, standardized fits. However, AI won’t replace the nuanced judgment required for high-level fits or unique physical conditions. It can’t identify subtle issues like saddle positioning nuances or correct bad cycling posture. Things like that will still require human insight and empathy.
While we've got you, there's one thing we've got to know - what's with Tadej's short cranks?
Great question. I don’t know their fitter, and I don’t have any inside knowledge, but I spent about 20 to 25 hours of video analysis trying to understand the change in his position when they shortened his crank. I don’t know if he arrived there on his own (he definitely knows how to find power), or if it was a part of their fit process. Typically, shorter cranks help riders who have hip restrictions, like amateur cyclists who spend their days sitting at desks. Pogačar, I’d bet, doesn’t have hip restrictions. My feeling is that a shorter crank optimizes his unique seated attacking position, placing him in the most powerful range of his quadriceps. His saddle height appears artificially low, but it’s perfectly aligned to leverage maximum muscle power when he’s attacking. I’d be willing to bet it also opens up blood flow in his iliac and femoral arteries. It’s a highly specialized setup, ideal for him, but not necessarily something amateurs should emulate without question.
Does this represent a broader shift in cycling performance strategies?
It might be an example of one way things are changing. The riders have gotten so fast in the last five years, it is hard to wrap your head around. It isn’t any one thing; it is a combination of engineering, training, nutrition, and aerodynamics. The nutrition science is particularly interesting. It is easy to assume these athletes are aliens because of their remarkable performances. The math doesn’t support that. The math says you’re limited in the amount of work you can do by the fuel you have available. The amount and type of fuel determine your work capacity. A massive training week is only effective if you have enough fuel to complete the workout. It wasn’t that long ago that riders were fasting during long training rides. That is almost unheard of today. Cycling performance today is benefiting significantly from precise nutritional strategies and science-based approaches developed by brilliant individuals, often extending far beyond the boundaries of cycling. It’s a special time.
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