Interbike Tech Gallery: Enve Composites, Honey Stinger, Oakley, and more

A sampling of what we caught on Interbike’s final day. Stay tuned for more.

It feels like there were more exhibitors at this year’s Interbike show, but many of them are in smaller stands and require some searching to find. It’s hard to get around and see everyone, and still have time at the end of the day to pull all the juicy bits together for a story.

This is how we fueled up for the day: coffee and a Stinger waffle cookie.
This is how we fueled up for the day: coffee and a Stinger waffle cookie.

Here’s a sampling of what we caught on Interbike’s final day. Stay tuned for more. We all have a lot in our files and it will take some time to sort through it all.

Honey Stinger

Ever since Lance Armstrong signed on to support Steamboat Springs, Colorado-based Honey Stinger, they’ve enjoyed a surge of attention. But Armstrong’s involvement is more than just financial backing. The story goes that he suggested they make an energy food to more closely resemble the treats he enjoyed while training in Europe. Thus the new Stinger Waffles were born. They’re actually more like what we’d consider cookies, but are almost identical to traditional Dutch stroopwafels. Instead of caramel in the center, they have Honey Stinger honey. They’ll be available in October for about $1.40 each.

Enve Composites

We’re overdue for a longer story about the former Edge Composites in Ogden, Utah, changing its name to Enve. Back at Eurobike, we chatted with company principal Jason Schiers about the new name, and he said it boiled down to an overlap and trademark infringement with a longstanding company in Europe.

As Edge grew and gained more sales in Europe, the issue became something that could no longer be ignored. Fortunately his company found a new name with a similar look. The new Enve graphic is an anagram that reads the same forward and back. The company doesn’t have any earth-shattering new product right now. However, the company has partnered with aero guru Simon Smart of Formula 1 fame, and Enve is expanding rapidly. For now, check out Enve’s beautiful Interbike booth, and look for more about the company in coming weeks.


Oakley product manager Andy McSorley gave us a quick rundown on Oakley eyewear for 2011. There’s nothing new on show here in Vegas, but keep your eyes peeled at Ironman Hawaii in a few weeks. McSorley said that a few pairs of prototype sunglasses would appear on sponsored athletes. He said they will fall into the same family as Jawbone and Split Jacket glasses, but right now the parts are being machined one at a time for a total development cost of about ten grand a pair.

In other news, McSorley said Oakley is pushing to bring the custom eyewear program to the level of local bike shops. In select bike shops, complete kits of sunglass parts in all the available colors will be available for shop employees to custom built glasses on the spot for customers.

Tony Cruz stands with his new bikes under the lights at Interbike.
Tony Cruz stands with his new bikes under the lights at Interbike.

“We genuinely anticipate custom eyewear to be half our business within a few years,” he said.

The custom program is a big part of Oakley’s online business, and virtually every custom color worn by sponsored riders can ordered online. But in the near future, you could pedal down to your shop and ride away with new custom shades in minutes.

Cruz Industries

Former professional racer Tony Cruz has partnered with designer Shane Fedon to start a bike company. The two are starting small, with three road models and a steel fixie for urban riders.

The carbon fiber Arenberg road bike ranges in price from the $3500 Ultegra-equipped Arenburg Comp to the $8500 Dura Ace-spec’ed Arenburg CSL. Cruz says the project was born when he and Fedon found themselves out of a job after Rock Racing’s collapse in early 2010.

Cruz said that Fedon designed the new bikes with an internal endoskeleton that tapers internally to add bump compliance. According to Cruz, the bike rides like steel but weighs like modern carbon. The bikes are built in Asia by Martec and will be limited to 500 frames in Cruz Industries’ first year. Cruz said he’s had great relationships within the cycling industries and had no problems starting his business and getting help from the likes of Shimano (for components) and Hincapie Sportswear (for jerseys, fifty of which are already sold).