As a saddle manufacturer, Fizik belongs to the new guard of companies that have challenged Selle Italia and Selle San Marco in the premium saddle demographic since the 1990s. While some companies such as Specialized and Bontrager (a Trek house brand) have marketed saddles as a way of making sure to get the biggest piece of the pie when it comes to complete bike sales, Fizik as brand began as a saddle maker first and foremost. With the backing of parent company Selle Royal, the Fizik brought a fresh approach to saddles in both shape and materials. Their designs have been hugely influential to the market, and several of their designs, such as the Arione, have become icons already. Fizik also became well known for their handlebar wrap, allowing both professional teams and aesthetically-minded riders to colour-coordinate their saddles and bars.
A few years ago Fizik launched a shoe line, which honestly is a really tough market to enter. There is no shortage of shoemakers pushing the envelop of style and technology. As an industry observer, I am curious to see how that move pans out for Fizik in the long run. On the other hand, Fizik’s line of elegantly engineered “Cyrano” seatposts surely deserve more appreciation, though the low market profile can partially be attributed to the current fashion of proprietary seatposts on high-end carbon frames. Yet most recently Fizik debuted a line of handlebars that incorporate the same fit/positioning concepts as their saddles in a full line of dropbars for the road. In a manner similar to their spectrum of 3 saddles to fit different styles of riders, the handlebars are available in three basic bends, each with several levels of construction (eg carbon, aluminium). For a first look at the bars, go here for my earlier writeup.
If a company is going to make handlebars and seatposts, clearly they should be making stems as well. Thus, the Cyrano stem.