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 Barry Anderson of Cyclologic in Scottsdale, Regroup’s bike fit establishment of choice. 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. And we don't do them. In our opinion, bike fitting, like making great coffee and building amazing bikes, is the preserve of true experts. And we want you to see the best. That's why we incorporate a specialist bike fit into the Regroup Custom process through our preferred bike fit partner, Cyclologic of Scottsdale. They fit you, then send you back to Regroup for the next steps of your dream bike journey (and possibly, more coffee and patisserie). It's a relationship that's worked for years, one we value and respect beyond measure.
Speaking of measuring, Barry Anderson at Cyclologic is one of the finest bike fitters in the world, with over 25 years of experience in 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
Can you talk a bit about your protocol and how it developed?
The original protocol was developed by Paraic McGlynn, founder of Cyclologic. He brought me over from the running world, where I was spending most of my time analyzing open-chain biomechanics in runners. I also have a technology background. Our primary business model is licensing technology—we develop tools to analyze human movement. The studio where I work serves as a testing ground for new technology, and when it stops breaking, we have a product. Paraic recruited me due to my experience in biomechanics, communication skills, and comfort with technology. He headed up the Serotta Fit School, one of the foundational influences in modern bike fitting. I learned his protocol, which we have evolved through extensive practice. Between the two of us, we’ve done thousands and thousands and thousands of fits. All of that practice has sharpened our accuracy and refined our intuition over the years.
All of that experience must pay dividends when selecting a saddle.
Ha, it does. 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, and Paraic was one of the pioneers in this field. 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.
Lastly, how does collaboration typically work between you and bike shops or builders?
Bike shops refer clients to me because I have specialized equipment and expertise they typically don’t have the resources for. My relationship with Regroup, for example, began years ago when they were located close to my home in Scottsdale, and I joined their Sunday rides. After their relocation, we continued collaborating closely; Regroup refers clients to me, trusting that I won’t sell competing products. This partnership involves frequent communication to ensure clients get exactly what they need. We help each other navigate logistical challenges, share insights, and ultimately aim to put more people comfortably on bikes. There’s mutual respect and a common goal: getting more people riding comfortably. Collaboration ultimately benefits everyone, from fitters to shops to riders themselves.
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