Re-Thinking Everything

“What role does a cycling computer actually play on a bike?” This was the fundamental question Harm Giesen asked as he began designing The One. To find the answer, he stripped the concept down to its core.

“A cycling computer exists because every cyclist, in some form, seeks feedback and validation,” Harm explains. “You’re on your bike, transferring all your energy into the pedals. There’s a voice in your head that wants confirmation: Yes, you’re going fast. Yes, you’re on the right path. Yes, you’re achieving your goals.

Harm concluded that a cycling computer’s role is one-directional: to provide data to the rider without demanding input in return. The rider’s job is to focus on performance and surroundings, while the computer delivers clear, distraction-free feedback—nothing more, nothing less.

From this foundation, Harm ensured that The One, the app, and the cloud each serve distinct roles:

• The One provides real-time information during rides, such as speed, distance, and navigation.
• The app is the control center, enabling users to plan routes, customize screens, and pair sensors.
• The cloud acts as a digital twin, synchronizing all data and settings seamlessly between devices.

This separation eliminates redundancy. For example, riders can plan routes via the app but not on The One itself. “The computer is there to serve you, not the other way around,” Harm notes.

This philosophy of simplicity also dictated design choices. Every feature had to align with the ultimate goal: enabling cyclists to focus on their ride without distractions.

The Challenges of Building Something That Doesn’t Exist

With the core philosophy of The One defined, the next challenge was making it a reality. Building a cycling computer that was accurate, intuitive, beautiful, and distraction-free required rethinking existing devices from the ground up.

Engineering Accuracy: Collaborating with Flanders Make, a Belgian research institute, Harm and his team developed sensor fusion technology, achieving pinpoint precision. This breakthrough allowed The One to deliver reliable performance even in challenging terrains like dense forests or gravel roads.

Balancing Form and Function: Harm partnered with Valeur Designers in Copenhagen to craft a product that looked as good as it performed. Together, they created a device that felt born for the bike: sleek, lightweight, and aerodynamic.

Overcoming Manufacturing Hurdles: Local production added another layer of complexity. While the Netherlands has a strong manufacturing heritage, expertise in consumer electronics—especially devices with embedded batteries that are compact, lightweight and watertight—was scarce. Setting up production required creativity, persistence, and collaboration with partners.

Developing a Seamless Ecosystem: The software ecosystem was equally challenging. The One needed to process sensor data, maintain wireless connectivity, and deliver real-time feedback via the display, while the app and cloud synchronized data in the background. Building this from scratch required a robust architecture capable of managing multiple sensor inputs and ensuring seamless integration across devices.

Despite constant hurdles—failed production runs, unstable software, and the pressures of tight budgets—Absolute Cycling pushed forward. Harm’s insistence on local production and sustainable design principles added complexity but ensured the final product met his vision.

From Concept to Competition

Building The One from scratch was an enormous challenge. We didn’t start with an established business or a product line to iterate upon—there was only a concept. And yet, our goal was ambitious: to launch a cycling computer that could compete directly with the best-selling models in the world.

From Design to Reality
The elegant design created by Valeur Designers was only the beginning. Turning their vision into a product that was not only functional but also circular, water-resistant, aerodynamic, and lightweight required an extraordinary engineering effort. Every decision was scrutinized to balance sustainability with performance, creating a product that adhered to Right to Repair principles while meeting the highest standards of durability and usability.

The Challenge of Local Production
Producing The One in the Netherlands was another uphill battle. Although the country has a strong manufacturing heritage, there is limited expertise in producing consumer electronics with embedded batteries that are compact, lightweight, and highly integrated. Setting up a production process that met these criteria required collaboration, persistence, and innovation at every stage.

Software: Building a Seamless Ecosystem
Developing the software was equally daunting. There was no off-the-shelf solution or ready-made partner with experience in creating a system like ours. The One needed to process sensor data, maintain wireless connectivity in all conditions, and deliver real-time feedback to the user via the display, while the app and cloud synchronized the data seamlessly in the background. This required a robust architecture that could:

• Process multiple streams of sensor information simultaneously.
• Ensure seamless interaction between device, app, and cloud.
• Display data clearly and reliably on a lightweight, embedded device.

Navigating Startup Struggles
As with any startup, we faced constant hurdles. Production runs that didn’t meet quality standards, software that wasn’t stable enough, and timelines that proved impossible in practice were just the beginning. The ever-present pressure to deliver results on a tight budget added to the challenge, with bankruptcy looming more than once.

The global corona crisis and the chip shortage brought progress to a standstill, halting both development and production. Each setback tested our resolve, but we found ways to adapt and push forward.

A Collective Effort
Despite everything, we made it. Thanks to the unwavering dedication of our team, investors, and partners, we secured the resources to overcome each obstacle. Year after year, we developed new prototypes, refined the product, and improved the software until we arrived at The One as it exists today: a cycling computer that is as functional as it is beautiful, ready to take on the giants of the industry.

On Friday, September 13, 2024, we celebrated the official launch of The One with nearly 100 people who were directly or indirectly involved in its creation. The choice of Friday the 13th was a deliberate nod to the many setbacks we faced and overcame throughout the journey. It was a moment of triumph, resilience, and gratitude, marking the beginning of a new chapter for Absolute Cycling.

The Cost and Rewards of Building Something Revolutionary

Looking back, the journey to build Absolute Cycling was both grueling and rewarding. Leading the company came with significant personal sacrifices—long hours, sleepless nights, and countless setbacks. But it also brought immense joy: the satisfaction of collaborating with incredible people and achieving what many thought was impossible.

One of the most valuable lessons Harm learned is the importance of trusting your instincts. “Advice will come from every direction,” he reflects, “but at the end of the day, your gut feeling is what guides you.” Staying true to principles like local production and sustainability wasn’t always the easiest choice, but it ensured that Absolute Cycling’s vision remained intact.

Building a team, a company, and a product from the ground up has been one of Harm’s greatest achievements. “Honesty and personal attention are what make the impossible possible,” he notes. These values, combined with a strong vision, helped Absolute Cycling overcome every hurdle.

Today, what drives Harm is the same passion that started it all: helping cyclists ride better, longer, and distraction-free. “Knowing we’ve built something that empowers riders to focus on their passion keeps me motivated to keep pushing boundaries.”

View by YouTube.