13 Years with Smartfit: Guiding Customers from Consultation to Test Ride and the Perfect Fit

Timmo, tell us a little about yourself. Who are you, and how long have you been working with Smartfit?

Timmo: We’re Bike Stuff & Tours, based in Wutöschingen in southern Germany, close to the Swiss border. We’ve been a Smartfit retailer since 2012. At the time, we were looking for ways to set ourselves apart, particularly when it came to bike fitting and sizing. We first connected with the Smartfit team at Eurobike, and we’ve been carrying out measurements and creating sizing recommendations ever since.

What does the sizing or fitting process look like when a customer comes in looking for a new bike?

Timmo: Many customers initially come in just to browse or take a bike for a test ride. After the sales consultation, we’ll often say, “Go ahead and give it a try.” But ultimately, the question of frame size always comes up—and that’s where many people feel unsure.

That’s when we bring in our Smartfit Q4. We take a full set of measurements and review the manufacturers’ geometry data together with the customer. This helps us identify the right size and the right model, giving them much greater confidence in their decision.

Of course, we also have customers who already own a bike and want to optimise their riding position. For them, we offer dedicated bike-fitting appointments.

Wow, your Smartfit Q4 is one of the older systems—it even still has the Radlabor branding. What’s the story behind it?

Timmo: It really is one of the very first systems you produced. We’ve been using it since 2012. It still has the original Radlabor branding and even the taller frame design. But honestly, it has been running flawlessly for more than ten years, which is why it’s still in use today.

How many fittings do you think you’ve carried out with it over the years?

Timmo: I don’t have an exact figure, but realistically, we do more fittings every year than the year before—without trying to push it too hard. We saw a significant increase in 2025. We’d be happy to do even more, but many customers still don’t really know what a bike fitting involves.

How do you explain the process to your customers?

Timmo: When someone comes in looking for a gravel bike, for example, I’ll start with a rough assessment and have them test ride a size S or M. The question of which size is right almost always comes up. That’s when I say, “Let’s take your measurements.” It allows me to show them why an S or an M is the better choice and which geometry suits them best. Customers understand it straight away.

So, do you usually choose a bike first, let the customer test ride it, and then take their measurements?

Timmo: It varies. When we put someone on the system straight away, it immediately creates a professional impression—and not every retailer offers that.

But it really depends on the situation. With performance-focused customers, we usually start by assessing them on their own bike.

We also begin with a sizing session whenever the correct frame size is unclear, so we can be certain which bike to order. That builds trust and leads to a very strong conversion rate. And quite often, we include it as an added benefit: “If you buy your bike from us, the fitting is included.”

Does the Smartfit sizing and fitting system also support cross-selling?

Emmanuele: Yes—but not because we’re trying to push additional products. It’s about identifying which components the customer genuinely needs. Every bike comes with a standard saddle and handlebar, but in many cases they are not the ideal fit. By taking precise measurements, we can determine which saddle, width, or handlebar is the best option. That naturally creates cross-selling opportunities, but in an honest, customer-focused way.

Timmo: Of course, it’s different for customers buying a low-step e-bike. Their riding position is often very different, so the saddle may be less of a priority unless it is particularly uncomfortable. But for more performance-oriented bikes, it makes complete sense.

Emmanuele: Our job is to understand what each customer needs—whether they come to us because of discomfort, performance goals, uncertainty about frame size, or because they are new to cycling. That is also what sets us apart from online-only retailers. Smartfit offers online sizing too, but it cannot replace an in-store fitting. Choosing the correct frame size and setting up the bike properly is our unique selling point.