Lutz bike saddle company makes name for itself - WFLA News Channel 8

Lutz bike saddle company makes name for itself in industry

Lutz bike saddle company makes name for itself

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Steve Toll, the designer Steve Toll, the designer
LUTZ, FL (WFLA) -

An uncomfortable bicycle seat inspired a Tampa Bay area man start a new company that has received national and worldwide recognition.

"Actually we got started when I was out bike riding, and I was uncomfortable and I came up with a design for a new seat," Steve Toll said.

Years ago his own discomfort on the bike sparked him to design something that was more comfortable to ride on and the Adamo bike seat was born. It's the brainchild of Steve Toll who founded the family business ISM. ISM stands for Ideal Saddle Modification.

"1997 is when I came up with the ride and we designed it and about 6 months later, my brother had the model," he said.

The company has grown tremendously.

"We advertise all over the world, we ship all over the world," he said.

Toll designs each seat, then a prototype is made of each. It is then medically tested before production.

"We do some blood flow testing, make sure we're not doing anything we shouldn't be doing with the bike seat," Toll explained.

And a big endorsement for the seats was the recent Kona Ironman world championships in Hawaii. In that Ironman, five of the top ten female finishers used ISM bike saddles.

"It was validation, that's for sure. I was told many times how crazy I was and how this would not work, to save my money, stop doing it," Toll said.

More proof they’ve caught on, at the last year's Republican National Convention the Tampa Police Department purchased 200 bike saddles for their bike unit. Steve Toll used to be a TPD officer and his partner for a while was the now Chief Jane Castor.

Between their warehouse in Lutz and another one in the United Kingdom, ISM sends out about 100,000 bike saddles per year. More seats are being designed to make the rides a lot more comfortable.

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