FIRST AIRED: June 25, 2017

Nice work! Enjoy the show!


You’re busy. We get it.

Stay on top of the news with our Editor’s Picks newsletter.

US Edition
Intl. Edition
Unsubscribe at any time. One click, it’s gone.

Thanks for signing up!



>> Silicon Valley famous for wanting to digitize everything, now including the measurement of your butt for a bicycle seat. I'm Steven Knowles with Reuters News standing here in front of Cognition Cyclery in San Montero, California in the heart of Silicon Valley, where we're gonna learn more about what specialized bicycles called the digital sit bone measuring device.
Otherwise known as a digital way to measure your butt for a bicycle seat. Serious cyclists are known to spend hours and hours on the saddle every day. This means pumping as hard as you can with your butt centered on a little tiny piece of foam. Getting the fit of that saddle exactly right makes a big difference into whether there's hours and hours of really comfortable or unbearable.
In the past the way the bicycle fitters measured for this was with a piece of foam. They would have the rider sit on the piece of memory foam and then stand up, and very quickly rush over to the impression of the riders butt had been made, measure it, and use that information to decide which saddle the rider needed.
Now though, we've got a digital device with 768 separate sensors that connects via Bluetooth to an iPad Pro, to show you in real time a digital image of exactly what shape your butt is. So, you do that several times, it takes the measurements, averages them out, and gives you a specific number, and then automatically gives you recommendations for which specialized bicycle saddles might fit your personal butt.
The point of this iPad enabled system is to get the fit just right and to give the customer a reason to come into a physical store, and sit down on the device instead of ordering a saddle online from a site like It's another example of how Apple is trying to make its iPad indispensable to businesses of all types.