Deliver high performance scooters so our riders can be exceptional
© 2022 created by Shawn Deutchman
Rewrite the narrative.
Take a brand that is denigrated by serious riders and competes only on price and turn it into a desirable product that is respected and aspirational.
WHAT WE ACHIEVED
Purpose driven, innovative products turned Fuzion into a must have brand that our riders want to be connected to.
Fuzion Scooters and parts are now universally recognized as exceptional and all our riders can feel they are too.
Welcome Anthony Grant
WHERE WE BEGAN
In 2017 Fuzion had a reputation for poor quality and amateur products. Derided on social media and within the tight knit scooter community.
Kids didn't want to be associated with our products and we were forced to compete on price alone. We needed to become a cool authentic brand respected for building high performance scooters and parts.
A NEW START
There was no faking the improvements necessary to change our reputation. We had to deliver on all phases of the user experience, from performance capabilities to high quality manufacturing, and community engagement. We changed factories and began the design and engineering process from scratch.
Using human-centered design we went through research, ideation, prototyping, and testing. This process was repeated as many times as necessary to get solutions that our riders loved.
Starting with personal interviews and observation of professional and amateur scooter riders in action, we sought to understand their behaviors and needs. High level tricks were dissected for how they were done and what scooter features helped or hurt rider performance.
Our rider priorities revealed by research were maneuverability, durability/consistency, customizability and value. The average scooter rider is 12 years old. We have to make the product as light as possible so that kids can easily throw it around. Like any sport, becoming pro level takes practice. Long hours at the skatepark are much easier if your scooter stays "dialed", with tight bolts and smooth bearings.
Competitor research identified industry norms and best practices. These standards were questioned, and followed if justified. Our factory partner was also interviewed to understand their capabilities, constraints, and manufacturing preferences.
LOOKING FOR INSIGHT
We took what we learned and identified opportunities for design, innovation and positive differentiation. With a list of constraints, must have features, and team generated ideas we were ready for the ideation phase. We made copious sketches, 3D printed and revised models 3 or 4 times. Finally we engaged our factory to make working prototypes that were then thoroughly tested by professional riders for durability, balance, and performance. Every stakeholder was consulted throughout the process to curtail any late game surprises.
A THROWN PEBBLE CREATES A BIG WAVE
After extensive competitive research and user interviews we found the opportunity to improve the deck geometry. This had the knock on effect of making it faster to spin the deck around and makes many scooter tricks easier.
CULTURE OF CUSTOMIZATION
A person's scooter can be a unique expression of their own style. By making our scooters universally compatible with existing aftermarket parts, riders can mix and match to make their own design.
Scooter riding is a relatively new sport. Unsurprisingly most riders are under 20 years old. A few hundred dollars is not pocket change for them. They deserve to get the most bang for the buck we can deliver.
The world's most compatible scooter fork
IMPERIAL WHHEL 110MM
A TEAM OF AMBASSADORS
The high performance line of scooters and parts has allowed Fuzion to attract some of the best Pro riders in the world to the team.
The riders accomplishments and world firsts are a testament to the design and engineering of Fuzion scooters.
CREATING BRAND LOYALTY
We grew social media engagement and brand recognition significantly in the last 5 years. Going from 30,000 followers to 138,000 today.
The Z250 is the top selling pro scooter on Amazon, and the Fuzion X-3 is the all time top selling model in the USA. Fuzion has successfully expanded into Target, Smiths, Academy, Fred Meyer, and over 500 shops.