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

Posted: Updated:
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.

  • NewsMore>>

  • New Northwest Skate Park in Tampa makes debut

    New Northwest Skate Park in Tampa makes debut

    Sunday, April 20 2014 10:32 AM EDT2014-04-20 14:32:10 GMT
    Hundreds attended Saturday's grand opening at the Northwest Skate Park. Hundreds attended Saturday's grand opening at the Northwest Skate Park.
    There’s a new place for skateboarders to hone their craft in Hillsborough County.The Grand Opening of the Northwest Skate Park at Jackson Park took place Saturday with a ribbon-cutting, games, giveaways, music, safety tips and a party!
    There’s a new place for skateboarders to hone their craft in Hillsborough County.The Grand Opening of the Northwest Skate Park at Jackson Park took place Saturday with a ribbon-cutting, games, giveaways, music, safety tips and a party!
  • Ukraine, Russia trade blame for eastern shootout

    Ukraine, Russia trade blame for eastern shootout

    Sunday, April 20 2014 10:12 AM EDT2014-04-20 14:12:52 GMT
    The Ukrainian and Russian governments are reporting a shootout at a checkpoint set up by pro-Russian insurgents in eastern Ukraine that has left one person dead and others hospitalized with gunshot wounds.
    Ukraine and Russia traded blame Sunday for a shootout at a checkpoint manned by pro-Russia insurgents in eastern Ukraine that left one person dead and others hospitalized with gunshot wounds.
  • Transcript reveals confusion over ferry evacuation

    Transcript reveals confusion over ferry evacuation

    Sunday, April 20 2014 9:52 AM EDT2014-04-20 13:52:59 GMT
    The confirmed death toll from South Korea's ferry disaster rose past 50 on Sunday as divers finally found a way inside the sunken vessel, quickly discovering more than a dozen bodies in what almost certainly is...
    A transcript released Sunday shows the South Korean ferry that sank was crippled with confusion and indecision well after it began listing dangerously, possibly adding to a death toll that is officially at 58 but could...
  • Sign up for WFLA News Channel 8 Email Alerts

    * denotes required fields






    Thank you for signing up! You will receive a confirmation email shortly.
  • Most Popular StoriesMost Popular StoriesMore>>

  • Arcadia dog set on fire improving, could be released early

    Arcadia dog set on fire improving, could be released early

    Tuesday, April 1 2014 11:26 PM EDT2014-04-02 03:26:55 GMT
    "Hope" was doused with kerosene and set on fire. BluePearl Veterinary photo"Hope" was doused with kerosene and set on fire. BluePearl Veterinary photo
    A 1-year-old DeSoto County dog that was set on fire is improving and could be released from 24-hour care to a primary care veterinarian next week.
    A 1-year-old DeSoto County dog that was set on fire is improving and could be released from 24-hour care to a primary care veterinarian next week.
  • Trending: World's most haunted island up for auction

    Trending: World's most haunted island up for auction

    Thursday, April 17 2014 12:17 PM EDT2014-04-17 16:17:05 GMT
    Poveglia. Image Wikimedia CommonsPoveglia. Image Wikimedia Commons
     A small "haunted" island off the coast of Italy near Venice will hit the auction block in May.
    A small "haunted" island off the coast of Italy near Venice will hit the auction block in May.
  • News Channel 8's set teardown and rebuild

    News Channel 8's set teardown and rebuild

    Monday, March 31 2014 2:04 PM EDT2014-03-31 18:04:05 GMT
    We're excited to announce the construction of a brand new set here at News Channel 8!
    We're excited to announce the construction of a brand new set here at News Channel 8!
Powered by WorldNow

200 South Parker Street, Tampa, FL 33606

Telephone: 813.228.8888
Fax: 813.225.2770
Email: news@wfla.com

Can’t find something?
Powered by WorldNow
All content © Copyright 2000 - 2014 Media General Communications Holdings, LLC. A Media General Company.