Shimano Learns a New Language

Shimano’s coasting line is profiled in United’s Hemispheres (of all places) and provides insight into the design and development effort they went through with Ideo. I met Shannon from Shimano and Anthony from Ideo at Interbike last year and like the article, they told me people wanted to enjoy the “simple pleasure” of cycling and modern bicycles were too complicated (later, I referred to the simplicity and ecosystem trend at Interbike as iPod influenced, where products are focused on solving problems and making something easy to do).

The coasting website has been updated, dealers still not there, but there’s def more to look at.

I’m not sure where coasting fits for the enthusiasts, or if it matters, but anything that gets more people cycling is good and Bike Hugger is down with that.