Building a Cycling Brand from Scratch

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.