Cochrane, AB Canada, May 20, 2020 1300H GMT
4iiii Innovations Inc. welcomes Phil White as its Acting President to fortify the company’s growth
trajectory as an innovation leader in sports electronics and sensor technology. White was the co-
founder of Cervélo Cycles, a global brand well known for innovation that grew from a school basement
project to be the world leader in road and triathlon. Upon the sale of Cervélo Cycles to Pon Holdings,
White assumed the role of Chief Innovation Officer at Pon.Bike until 2017. Most recently, White has
been providing expertise and mentorship as a 4iiii Board member.

Kip Fyfe, 4iiii CEO, and the Board of Directors are delighted to welcome Phil. Kip added “Despite this
challenging economic climate, 4iiii is seeing solid demand for trainers and power meters. Phil
understands the need to support the current demand and also plan for our innovation & growth. His
unique blend of strengths in design, manufacturing and marketing make him the ideal candidate to lead
the team over the next quarter and potentially beyond.”

“I’m excited to be involved with an innovative company and a fantastic team” White commented. “4iiii
is a leader in sport electronics and is a major player in indoor cycling and fitness. 4iiii equipped bikes
have won Paris-Roubaix and stages of the Tour de France and Giro d’Italia. This year, André Greipel
and the Israel Start-Up Nation UCI Men’s World Tour team as well as the Tibco SVB UCI Women’s
World Tour team are riding with 4iiii power meters. Pro cyclists choose 4iiii PRECISION Powermeters
because they are the most reliable and their proprietary tri-axial strain gauges make them more
accurate than anyone else.”

4iiii is well positioned to support both dealers and consumers, even with the increased demand for
indoor training and virtual racing in today’s COVID-19 reality. White adds “I was really impressed how
the team immediately adapted to COVID-19 by moving most people to work from home and creating
isolated assembly and quality stations in the factory to keep production going. These quick, innovative
changes have allowed the company to keep our dealers and the 4iiii.com store well stocked as
demand has skyrocketed for our trainers and power meters.”

About Phil White
Phil White co-founded Cervélo Cycles with Gerard Vroomen in 1996. White and Vroomen took
Cervélo from a basement school project to the pinnacle of triathlon and road cycling. Cervélo became
the engineering leader in the bike industry and helped redefine cycling. They designed the most
popular triathlon bike in the world (based on the Ironman bike count) and the most popular bike in pro
cycling (based on CyclingNews reader polls). Tour Magazine recognized Cervélo as the continued
engineering leader when they found it was the fastest bike in every category that they tested (aero
road, lightweight road, and TT/triathlon). They were also the first bike company in decades to drive
the sport forward by starting their own pro cycling team, the Cervélo Test Team. After Cervélo’s sale
to Pon Holdings in 2012, Phil assumed the role of Chief Innovation Officer and remained as the non-
executive Chairman of Cervélo. Since 2017, White has pursued adventures in innovation, mobility
and performance. Phil believes in the power of entrepreneurship, innovation, and design and enjoys
sharing his expertise and knowledge as a guest speaker and lecturer at universities and colleges
throughout the world. He is a member of the 4iiii external Board of Directors.

About 4iiii Innovations Inc.
4iiii is a Canadian sports technology company based in Cochrane, Alberta. 4iiii is a team of engineers
and athletes dedicated to improving personal performance through the development of superior
training tools, including cycling power meters, heart rate monitors, and cycling trainers for the outdoor
and indoor cycling and fitness markets. The company seeks to build not only the best and most
accurate equipment but to do so at an affordable price so that every athlete can gain the benefits of
better training. 4iiii equipped bikes have won Paris-Roubaix and stages of the Tour de France and
Giro d’Italia. The company currently sponsors many professional teams including André Greipel and
the Israeli Start-Up Nation and TIBCO Silicon Valley Bank UCI World Tour Pro Cycling teams.
Complementing the benefits of power meter data, 4iiii also offers the Viiiiva Heart Rate Monitor and
Fliiiight Smart Trainer. Viiiiva not only measures your heart rate, but also stores up to 65 hours of data
from connected sensors and lets you bridge ANT+ devices to bluetooth-enabled devices like your phone,
tablet, or PC. Fliiiight is a silent, non-contact smart trainer that raises the bar for accessible quiet indoor
training. Learn more at 4iiii.com

Media Contact
Sponge Marketing

The 4iiii Powermeter That Finds Your Bike

Monterey, California, U.S.A (April 2, 2019) – 4iiii Innovations Inc., together with Chipolo d.o.o., announce their next cutting-edge innovation, a free bike tracking feature to be integrated onto a bike which can be experienced at the 2019 Sea Otter Classic. Chipolo tracking is now offered as a standard feature in the 4iiii PRECISION Powermeter family.

“At 4iiii, we continue with our commitment to add value to our products long after they have been purchased and we strive to protect the investment of our Triiiibe” says Eric Gerstenbuher, 4iiii Managing Director. Effective April 10th, all models in the 4iiii PRECISION family of powermeters, including PRECISION and Podiiiium models, will be empowered to find your bike, fight theft, and grow the tracking network.

“…I think the concept is fascinating. No, this won’t stop a thief from stealing your bike (likely out of your home or perhaps while you have a coffee at a café post-ride), but it will give you one more tool in your arsenal for getting back your bike. And I could see if you were looking at similar power meters options…this could push you over the edge towards 4iiii.”DC Rainmaker, CES, 2019.

The tracking functionality will show the last known location of your bike within the refreshed 4iiii app. To activate the tracking for a lost bike, riders will mark the powermeter as ‘lost’, then, any 4iiii or Chipolo apps on a smartphone in Bluetooth® range, will unobtrusively ‘ping’ the powermeter on the bike. When a phone successfully communicates with the lost bike it will send this location to the owner.

“Our mission is to give every product the power to be found. And with integrating Chipolo technology into the 4iiii Powermeter we are going one step forward. Chipolo is now available to integrators through the obvıous. app store to integrate into many diverse products.” said Chipolo CTO, Jure Zdovc.

The refreshed 4iiii app leverages the obvıous. platform allowing 4iiii to release future-proofed products that accept new features and functionality by enabling riders to simply upgrade their current product. In addition to the tracking capability, the 4iiii app will continue to offer powermeter pairing and unpairing, work-out metrics, Viiiiva passthrough and filesave, over the air updates, customization of devices and more. The refreshed app is currently available as iOS only, but will be released via Android in the near future. The new Chipolo tracking feature will work on all previously purchased 4iiii Powermeters.

The Chipolo tracking feature on 4iiii Powermeters is enabled via the refreshed 4iiii app which will be available April 2nd through the iOS App Store with the tracking feature available on April 10th to all 4iiii customers, present and future, at no cost.

Download the Press Release

Spotted at CES: Theft Tracking Capabilities for Your Powermeter

We were keeping things low-key. Sure, we were at CES, but we thought we were keeping a low profile, hidden in a booth with Chipolo. And then Ray Maker of DC Rainmaker spotted us and got the scoop:

“Sitting innocently enough in a booth for Tile-competitor Chipolo sits a 4iiii dual-sided power meter. To say it’s out of place in this booth at CES would be an understatement. But, it’d also be missing the point of a fascinating effort that 4iiii has undertaken: Adding theft tracking to their power meters. And it would ignore the almost more interesting work they’re doing just adjacent to that (which will have nothing to do with power meters).”

Read the full article over at DC Rainmaker.

Ray Maker of DC Rainmaker with Ben and Mike from 4iiii at CES

Using Heart Rate with Power Measurement to Track Your Fitness

If you have a powermeter, why train with a heart rate monitor too? Jem Arnold, a registered Physiotherapist, cycling coach, and Cat 2 bike racer, digs into the details of why heart rate (HR) measurement is important.

Photo: Shannon Malseed, Australian Road Race Champion, on Instagram

You might have noticed that while power should always read the same number — 300 watts is always 300 watts — HR can change day-to-day for the same effort. How it changes depends on anything from the temperature, whether you are training indoors or outside, or how rested you are going into the workout.

So what is the value of heart rate if the number is never consistent?

The importance of heart rate measurement

Heart rate is important precisely because it is not consistent! HR is the best metric we can easily measure that reflects internal workload: how hard your body is working to produce the effort demanded of it. Whereas power is a measure of external workload: the energy transferred from your body to the bike.

Power is externally consistent: 300 watts will indeed always be 300 watts. Think of it like supply and demand, where power measures the demand you are placing on your body. Your body then has to expend resources to meet that demand via metabolic energy production, which reflects the supply. HR gives you a real-time measurement of how efficiently your body is able to expend those resources to convert it’s metabolic ‘fuel’ into power.

As we fatigue, our bodies become less efficient at producing power. We have to burn more metabolic fuel (internal workload) to produce the same power (external workload). This is intuitively obvious when we feel more tired at the end of a ride and feel like we can’t produce the same power compared to at the beginning.

How to track heart rate

The fact that HR can vary so widely for the same power is important because it gives you a clue as to the inner workings of your body and how your fitness is adapting over time. I use HR a few different ways, both during my workouts and after, when analyzing my data.

One of the measurable indicators of fatigue is called ‘Cardiac Drift’ or HR decoupling, which is the phenomena of your HR rising over time, for the same constant power output. The general advice is to respect cardiac drift and slowly decrease power over time to maintain a constant heart rate under your target.

If you were to continue at the same power while allowing HR to drift higher, it would result in you working harder (internally) than intended and accumulating greater physiological strain. This would delay recovery time until your next workout and possibly contribute to overtraining.

Here is an example of cardiac drift occurring during a fairly steady aerobic training ride.

HR (in red) begins to creep further above the athlete’s aerobic threshold (highlighted), even as power (in yellow) declines through the ride. The resulting cardiac drift (Power:HR in pink) ends up significantly altering the intended training stress of this ride.

Pulling back to a longer view of a full season, I can look at how average HR changes for a given constant power output, eg. 200 W.

Average HR (red line) decreases significantly over the course of the season, while average power (yellow bars) stays flat as expected within this power band (200 ± ~20 W).

Even more interesting is that aerobic threshold power (blue bars) increases through the season, showing clearly how the same external workload (200 W) costs relatively less aerobic capacity and therefore places a lower demand on internal workload as aerobic fitness improves over the course of the season.


Your heart rate monitor should be a critical part of your training equipment, just as much as your powermeter is. Both metrics can give you a perspective on your fitness, but using both together can give you the deepest insight into your physiology.

4iiii at Kona Ironman World Championships, a Photo Essay

The Ironman World Championships took place on October 13 in Kailua-Kona, Hawaii, and our team was there to take in the action. We are proud to support many of the athletes competing and we salute of each one of the competitors for completing such a grueling event.

Former professional triathlete, Ironman competitor and 4iiii Product Manager Scott Cooper took these pics of the action in the village, at the 4iiii tent, and out on course.

The entrance to the Ironman Village

This year’s event was one to remember. With a very fast day, records were shattered with the first Pro men ever to go under 8hrs, as well as the Pro female and overall age group records being broken. 4iiii was present with a booth in the expo, helping support our Kona athletes with last-minute power meter checks, battery changes, and tune-ups to make sure they were ready for the race.

4iiii HQ in the Kona Village, where we met a lot of new friends and helped prep our athletes for the event

4iiii Product Manager Scott Cooper (in black) with the Canadian Forces Triathlon Team

4iiii Product Manager Scott Cooper with Bart Coaching Head Coach Bart Rolet

Some last minute tweaks in the 4iiii tent, and this athlete is ready to go and compete. Love the 4iiii Kona crank decals!

4iiii Ambassador Vincent Blais on the run course

Canadian Joe Maley, Military Division World Champion, coming down the finishing chute in the blazing afternoon sun

4iiii Product Manager Scott Cooper with Angella Goran, who will be trying to set the Canadian Hour Record in May. Hopefully, she’ll use her new PRECISION Powermeter!

We saw some stellar results from our athletes, including Joel Maley who became the Military Division World Champion. All of our triathletes used their powermeters to pace themselves through the heat of the lava fields and still have the legs for world-class run splits. We want to thank everyone for stopping by the booth and we look forward to being back on the Big Island next year!

Were you there? Do you have a goal to compete next year? Tag us in your pics and stories — we’d love to hear from you.