May 24, 2011 (Montreal, QC) – Guru Cycles Inc., the high-tech manufacturer of handcrafted bicycle frames is very proud to announce a brand new program and a new direction for Guru. While we will continue our core business of custom frames, we have decided to introduce stock frames also to be made in our Montreal factory.

We’re calling this program Fast Forward and it’s an exciting new tiered stock geometry program that offers fast delivery of Guru framesets in addition to our existing custom business.

We’re introducing this program in order to leverage our experience in Custom and offer our frames to a broader market. We strongly believe that this stock program will appeal to a larger customer base and give our dealers the opportunity to sell to the “instant gratification” consumer. Fast Forward offers a compelling solution for dealers interested in consolidating their suppliers. Guru will now offer Custom and Stock on Carbon, Titanium and Steel in Road, Tri and Cross. As always our frames are made in our Montreal , Canada factory.

Fast Forward is a 3 tiered program that is easy to communicate and easy to understand. Essentially, our frames get more affordable and have shorter lead times as we go from Tier 1 through to Tier 3.

Tier 1 is essentially our current platform of Full custom geometry and color selector paint and design options. Our custom offering is amongst the best in the industry with high tech frames, 4 week lead times and extremely competitive margins. We are very proud to have won Bicycling Magazine’s Bike of the Year for our Guru Photon last year and will continue this type innovation going forward.

Tier 2 is stock geometry, which we’re branding Fast Forward and color selector paint and design options. This level is called Choice because the consumer has the option to both choose design and color, but also personalization. We’ve lowered the pricepoint from Tier 1, maintained the dealer margin and shortened the lead time, as we will be able to manufacture the frames up until the point of paint ahead of time. It’s important to note that our lead times at this stage are targets that will be achieved as we ramp up production.

Tier 3 is dubbed Value, as it is the most affordable option with the quickest lead time. Tier 3 is extremely exciting as we will be offering our largest discounts, while maintaining margins. Each of these frames will be manufactured and ready to ship with an upgraded design that we have chosen.

This program was designed to decrease lead times and allow our dealers to broaden their sales audience, while building on our Custom heritage.

For more info visit www.gurucycles.com.