In the summer of 2011, after yet another rainy ride home from the office, designer and avid cyclist Staffan Widell improvised a solution — tearing off a piece of cardboard and wedging it under his saddle just to stay reasonably dry. Surprised by how well it worked, Staffan teamed up with friends Petter Danielson and Oscar Ternbom to develop the idea into a proper mudguard concept. True to Gothenburg’s dry sense of humour, they named the project Ass Savers. Pleased with the result, the trio posted a short video of the product online. What happened next became mudguard history. The video went viral, a simple webshop was launched within 24 hours, and just six months later Staffan left his day job to focus full-time on the company. Today, Ass Savers has come a long way. What began as a joke has evolved into a range of patented, performance-proven products, including stand-out designs such as The Fendor Bendor and The Mudder. Based in Gothenburg, Sweden, the company has sold more than one million Ass Savers worldwide and is now recognised by cyclists across the globe.