Fizik: Born in 1996 as a brand made for high performance fi’zi:k was designed in the USA, 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.