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Fast forward to 2010: a time before Zwift and TrainerRoad, when 23mm tires were still an acceptable standard. 4iiii was founded for the sole purpose of creating affordable, industry-leading sports technology for the masses. We believe everyone should have the opportunity to train and race with the same equipment as the pros.
The first piece of technology released was the Sportiiii. A sensor that attached to your sunglasses that would let you know what heart rate zone you were running or cycling in. It was a heads up display that allowed you to focus on your workout while more importantly focus on the road ahead. Along with the Sportiiii, it paired with the first generation Viiiiva Heart Rate Monitor to get your heart rate zones and even had a feature similar to Strava Live Segments called Cliiiimb to help you reach personal bests.
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Having the most affordable and accurate power meter on the market was not good enough for us. We needed to have our product validated in the pro peloton. With the release of the PRECISION PRO Dual Sided Powermeter, it was essential that we were in the pro peloton. In 2016 we sponsored Etixx Quick Step, who rode 4iiii technology through to 2018. In those three seasons Etixx Quick Step amassed 89 wins which included two Tour of Flanders, Liege Baston Liege, and an Olympic gold medal in Rio. Quickstep always has a stacked roster but for these years athletes included Marcel Kittel, Philipe Gilbert, Julian Alaphilippe, Fernado Gaveria, Bob Jungles, Elia Viviani, Tony Martin and Matteo Trentin to name a few.
Along with Etixx Quick Step, we also sponsored Bora Hansgrohe who rode 4iiii technology from 2017 through until 2019. With Peter Sagan on the team, they had a generational rider and team leader that was an antagonist in every race that he entered. Bora amassed 73 wins which included Sagan’s legendary performance at Paris Roubaix and his 2017 World Championship win all while riding with 4iiii technology.
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So where are we now? After proving our technology in the pro peloton, multiple ITU Podium’s and in the 1 hour record books, we remain focused on staying true to why 4iiii was created, to help you reach your full potential. We continue to work with amazing athletes and teams such as Lotto-Dstny and EF Education-Tibco-SVB of the Men’s and Women’s UCI WorldTour, Haley Smith and the Maxxis Factory Racing Team, pro triathletes Tamara Jewett and Cody Beals, but the most inspiring athlete that we work with is you!
Our Story
Born in the Foothills of the Canadian Rockies we have deep roots in creating game-changing sports technology.
Haven’t heard of 4iiii before? We can guarantee you that you’ve used technology invented by our co-founders. It all goes back to the year 1999, when a small Canadian company named Dynastream was about to make a large impact in the sports technology industry. The technology invented was a little thing known as ANT+. Working with brands like Nike, Dynastream helped develop a speed and distance monitor along with the Nike foot pod. ANT+ quickly became the standard communication protocol for wireless fitness devices and Dynastream was sold in 2006 to Garmin.
