ASSOS of Switzerland

Über das Unternehmen

Based in Ticino, Switzerland, ASSOS of Switzerland was founded by Toni Maier in 1976. A rider himself and descendent of a cycling-obsessed family, Maier understood the value of experimentation, product innovation, and relentless improvement. While working on his design for the first ever carbon bicycle frame, Maier discovered in the wind tunnel that the prevailing cycling apparel textile of the day, wool, had high drag. After this discovery, he borrowed technology from the ski racing industry and developed the first ever Lycra® cycling short. Within a year of its introduction, a large portion of the professional peloton adopted this technology and the ASSOS brand was born.

By 2015, the ASSOS brand became synonymous with quality, innovation, and exceptional performance which was coveted by amateurs and professionals alike.  The family-run business, with its meticulously nurtured product development process and clear industry R&D leadership, was then acquired by a group of investors who were passionate cyclists and had a vision to grow the business to be as big as its formidable reputation.

The current leadership in Ticino remains deeply committed to the company’s origins and continues to focus the brand on developing the highest performing cycling apparel in the market.

Now almost 50 years after it was founded, ASSOS of Switzerland is more determined than ever to provide the most premium and highest-performing equipment within luxury cycling apparel with one objective: to transform the rider.