Sports Innovation Dialogues: Cycling Between Technology and Business

On April 24, 2025 at 5 p.m., the University of Applied Sciences Technikum Wien and Innovation Salzburg are hosting the first edition of the Sports Innovation Dialogues, this time with a focus on cycling. Under the title “Cycling – Innovation on Two Wheels”, participants can expect insights into the latest technological developments and business models in the field of cycling – including a keynote speech by professional cyclist Tim Wafler. In advance of the event, we asked Stefan Litzenberger (Head of the Bachelor’s Degree in Sports Engineering & Ergonomics and the Master’s Degree in Sports Technology at University of Applied Sciences Technikum Wien), Ernst Novak (Topic Manager Tourism & Sports, Innovation Salzburg GmbH) and Christoph Feichtinger (CEO, Windpuls) a few questions about the topics of the event.

How do technical developments such as aerodynamic optimization and smart materials influence modern cycling?

Stefan Litzenberger: In recent years, the focus has been on “marginal gains”, i.e. minor improvements to existing concepts. Whether it’s materials, performance measurement or aerodynamics, many small and large innovations have found their way into the mass market. But the even more exciting question is: do experts see major improvements or disruptive innovations in the near future? I am curious to know what future developments the participants of the technology panel expect.

Stefan Litzenberger

What role does interdisciplinary collaboration between engineering, biomechanics and sports science play in the development of new cycling technologies?

Stefan Litzenberger: It is said that the bicycle is the only machine whose passenger is also its engine. To ensure that as little human power as possible is converted into as much propulsion as possible, the coordination between human and machine is of fundamental importance. Ergonomic and biomechanical aspects must always be taken into account when developing bicycles and adapting them to individual cyclists. In our Master Sports Technology and Bachelor Sports Engineering and Ergonomics degree programs, biomechanical measurements such as motion analysis, pedal force measurement and saddle pressure measurement play an important role alongside materials science, computer-aided design and simulation.

What are the current trends in business development in cycling?

Ernst Novak: Cycling has always been a global driving force in sports – whether on the product side, in the service sector, as a competitive sport and, of course, in the media. Corona has further accelerated this positive approach to biking. E-bikes in any case, but gravel bikes in particular are enjoying great popularity. Bike sharing and cargo bikes are becoming more and more common, especially in cities.

E-cycling, i.e. virtual bike races, are gaining in popularity and that’s why new users are flocking to digital providers like Zwift every day. Of course, the Strava app also deserves a mention; it is currently probably the benchmark in the field of tracking and community networking. The ecological aspect and the long-underestimated children’s segment also have great potential for new products and services. Last but not least – Netflix has triggered a worldwide euphoria for road cycling with the two seasons of the “Tour de France”, even Red Bull got weak and took a share in the BORA – hansgrohe team.

Ernst Novak

What challenges do startups and companies have to overcome to successfully position themselves in the global cycling market?

Ernst Novak: We see and hear the challenges in the media every day: wars, crises, Trump and much more are creating a volatile global economic situation. Perhaps it is more interesting to look at the opportunities.

Startups should use the advantage of being able to act flexibly and set a focus. If you can perfectly solve a specific problem in a niche target group, then it is “only” more important that the people concerned learn about this solution, and that’s where good marketing is needed. In particular, the D2C area, i.e. Direct2Customer with a strong use of social media & influencer marketing, is increasingly being targeted by startups.

Companies that have been on the market for a long time should not miss the boat when it comes to the big issues of sustainability and digitization. After all, innovation can be established in every area of a company. However, large companies often lack the flexibility to react to market changes. A team that focuses on developing new business concepts that could be integrated to complement or independently of the core business might be an interesting recommendation… which, of course, comes at a cost!

How do aerodynamics affect the performance of cyclists – and how important is this factor compared to others such as strength or endurance?

Christoph Feichtinger: Everything that moves through the air is inevitably influenced by aerodynamics. Whether we like it or not, as soon as we feel wind, it also affects us: it creates resistance that slows us down, and in crosswinds it can even affect our stability.

When it comes to improving performance in cycling – i.e. riding faster or further – there are basically two approaches: either you apply more force to the pedal or you reduce the losses due to rolling and air resistance. And this is where aerodynamics comes into play. It is the decisive factor for the energy expenditure at higher speeds.

The better the rider, equipment and position are aerodynamically optimized, the less energy is lost due to air resistance. That’s why aerodynamics is inextricably linked to actual performance on the bike – it often decides seconds and placings, especially at the professional level.

Which innovations in the field of aerodynamics could significantly change cycling in the coming years?

Christoph Feichtinger: Aerodynamics only have an effect when something is moving – this applies to both the rider and the air flowing around him. Although wind tunnels and modern computer-based flow simulations can be used to model and analyze these movements, they are always idealized representations of reality. In practice, conditions are constantly changing – wind, weather, terrain, speed. This is precisely the central challenge of aerodynamics in cycling.

An important innovation is the so-called wind pulse sensor. For the first time, it is possible to measure local environmental conditions such as wind direction, speed and the smallest of fluctuations while riding. This allows real flow conditions to be precisely analyzed and incorporated into the optimization process. This opens up completely new perspectives: from real-time analysis of air resistance to individual adaptation of driving strategy and body position on the track.

Technologies that analyze and optimize the posture of the rider are also becoming increasingly relevant. After all, the human being itself remains the greatest aerodynamic factor. The goal is to align the rider and equipment with each other and with the respective environment in such a way that maximum efficiency is achieved in every situation.

Picture Gallery:

Professional Cyclist Tim Wafler: