Interbike 2009 Recap
Now that the fog has cleared (we think that was fog??), we can look back and say Interbike 2009 was a smashing success for Formula Disc Brakes. Despite threats from the weatherman, the temperatures at the Outdoor Demo didn’t go over the triple digit mark. Our expanded Dirt Demo booth was host to a successful happy hour / beer tasting event with suds provided by Petaluma’s own Lagunitas Brewery. When it was all said and done, we had 2 leftover 20lb bags of tortilla chips, but strangely enough…not a drop of beer. Needless to say, no one left thirsty! The early (er…proactive) drinkers even picked up one of our limited edition pint glasses: Formula - Beer - Interbike 2009! We saw more Formula Brakes than ever before speced on dirt demo test bikes this year and the feedback on the 2010 product was outstanding. If you didn’t get a chance to try the product, head down to your local Ibis, Rocky Mountain, Santa Cruz, or Turner dealer and you may be able to let your fingers experience a little bit of braking heaven. At the indoor exhibition, we sported a new booth look for 2009 and more dealer support than ever before. Espresso was flowing freely, and the booth chatter was focused on the value of the new RX brake and the astounding weight and looks of the revised 2010 version of THE ONE. The 2010 line up is looking pretty darn exciting! Formula has firmly anchored down the Lightest and Most Powerful brake in every class for 2010. Have a look at the next section of this newsletter and our MTBR Virtual Tradeshow Booth for a preview of whats to come.
