Building a Cycling Brand from Scratch

Our recipe for building Posedla (and why we do it)

This episode of Posedla Academy is a little different.

When we filmed Episode 1 about the science behind custom saddles, we ended up with something unexpected: a candid “behind the scenes” conversation about how we’re building Posedla as a brand and as a team—our values, our vision, and the decisions (good and bad) that shaped the journey.

It’s not a product explainer and it’s not a “why you should buy a saddle” episode. Instead, it’s for anyone who’s curious about what it really takes to start a cycling company, build a culture, and grow from the Czech Republic to the global cycling market. If you’re building your own project—big or small—this might be the kind of honest insight you rarely hear out loud.

What you’ll learn in this episode

• Was it crazy to start making saddles? The mindset behind taking the leap.
• The key moment that kickstarted our success (and why timing matters).
• How the Czech environment shaped our launch—and what it gave us.
• Our best decision so far (and what it unlocked).
• How we build culture at Posedla: standards, trust, and daily habits.
• New York’s impact on Jiří: perspective, ambition, and pace.
• The biggest challenges in cycling today: what we think needs to change.
• Doubts, failures, and lessons learned: the moments we didn’t post on Instagram.
• How we work with the cycling community: feedback loops and long-term relationships.
• Advice for Czech founders going global: what we’d do again (and what we wouldn’t).
• A message to our customers: why your support matters more than you think.

If you want the story behind the story—this is it.

No pressure, just joy! 🍑

Jiří Dužár is one of the two co-founders of Posedla and the driving force behind its vision to reinvent the cycling experience through technology, personalization, and design. With a degree in geoinformatics, background in media and a passion for storytelling, he brings a unique perspective to the cycling world - one that blends creativity with engineering. Jirka’s journey took him from Prague to New York and back, where he turned an ambitious idea into world’s first platform for custom 3D-printed bike saddles. At Posedla, he leads brand, marketing, and strategy, while never losing touch with the product development and rider’s perspective. He believes great products start with empathy, end with innovation, and should make every ride a joyride. In this lesson, he shares not only the business story behind the brand, but also the personal journey behind the saddle.