Monday, January 11, 2010

Motivation through Embrocation

While most people that read this blog are experiencing a very chilly week, I am spending it with a warm tingly feeling...well sort of. Today was the launch of my latest bicycle related venture. For about a year and a half now I have been using various manufacturers embrocation creams and found on chilly fall and spring days I couldn't ride without them. Embrocation cream is a warming cream/fluid that smooths the transition from preride to a warmed up state. The creams gave me that little extra pop on spring/fall rides and the ability to race in the cold without having to bundle up to much. Mid summer Dan Socie approached me with the concept of bringing our own embrocation to the masses. I jumped at the chance as it gave me the ability to make embrocation everything I wanted and needed it to be. From this idea Soigneur was born. The word soigneur means "one who cares for others". The soigneur is a large part of cycling culture, as a do it all hardworking part of a cyclists support system soigneurs do everything from massage riders to aiding in the feeding and clothing the riders. Just like a real soigneur we wanted Motivation to be hardworking and to take care of all sorts of cycling duties. We didn't pretend embrocation was magic, we looked at it as an everyday thing. We wanted something warm and protective enough slather on your legs on a cold day, but not so greasy that we couldn't use it to loosen up a tight lower back or in my case a shoulder recovering from a dislocation. After several formulas, some smelly enough to clear my sinuses with a single whiff, we found the right combination of scent, heat, and the ever elusive protective feeling that gives embrocation the nickname "belgian kneewarmers". If you have never tried embrocation our first shipment will arrive in February, just in time for you to put that trainer away and get outdoors. If you have used embrocation you owe it to your legs to give Motivation a try. With a kick off party in the works and things already in motion I am excited to see our product help care for all the cold legs out there.


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