ASS SAVERS
ActiveOverview
Ass Savers is a Swedish manufacturer of clip-on mudguards and fenders for bicycles, specializing in lightweight, removable designs for road, gravel, and mountain bikes. The brand emerged from a practical solution to wet commuting and has achieved significant market penetration with over one million units sold globally. The company is recognized for its patented mudguard technology and has gained credibility through adoption by professional cyclists in the UCI World Tour.
History
Founded in 2011 by Staffan Widell, Petter Danielson, and Oscar Ternbom in Gothenburg, Sweden, the company began when Widell improvised a cardboard mudguard for a rainy commute. A viral video of the prototype led to rapid growth, prompting Widell to leave his job within six months to focus on the company full-time. The brand has since expanded its product line to include variations such as the Fendor Bendor and Mudder, and more recently introduced the Win Wing MTB for mountain bikes.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Win Wing Road | Removable fender for road bikes | $38 - $45 |
| Win Wing Gravel | Removable fender for gravel bikes | $38 - $45 |
| Win Wing MTB | Removable fender for mountain bikes up to 3-inch tires | $38 - $45 |
| Fendor Bendor | Alternative mudguard design | $35 - $50 |
| Mudder | Specialized mudguard variant | $35 - $50 |
Manufacturing
All Ass Savers products are manufactured in Sweden at a modern, ISO 14001-certified, eco-award-winning facility located less than an hour from company headquarters in Gothenburg. Products are made from recycled plastic and distributed from the company's Gothenburg distribution center. Manufacturing is handled in-house rather than outsourced.
Notable Products
- Ass Saver Original - The flagship clip-on mudguard that started the brand, now used by professional cyclists in UCI World Tour events
- Win Wing MTB - Mountain bike fender accommodating up to 3-inch tires on 26-29 inch wheels, weighing 114 grams
- Win Wing Road/Gravel - Lightweight removable fenders designed for road and gravel cycling with multiple colorway options
Reputation
Ass Savers has established credibility within the cycling community through proven product performance and adoption by professional racers, validating its engineering despite the brand's humorous origin. The company is perceived as offering practical, affordable solutions to a genuine problem in wet-weather cycling. The lightweight design and ease of installation appeal to serious cyclists seeking functional rather than aesthetic benefits. The brand's transparency about manufacturing practices and satisfaction guarantee contribute to positive perception among enthusiasts.