Lizard Skins founder Brian Fruit knew how incredible DSP was going to be when he first saw it. This unique polymer felt incredibly soft to the touch, and it offered the grip he was looking for on his own bike. What Fruit didn’t know was how big of an impact his Lizard Skins products would have, not only on the cycling industry, but in the sports world at large.
Fruit’s handlebar tape was unlike anything else on the market at the time. Cork tape ruled the roost, but Fruit wanted something with more cushion and grip. DSP offered both of those characteristics in spades, but it was also more expensive than cork tape. It was a gamble bringing Lizard Skins tape to market.
The gambled paid off. As it turned out, lots of riders were after better grip and more cushion. And they were willing to pay a bit more to get it.
Cyclists weren’t the only athletes after something better. It happened quietly, but major league baseball players began using Lizard Skins tape on their baseball bats. Now the likes of Mike Trout, Mookie Betts, Brett Gardner, and other big leaguers wrap their lumber in a special wrap the company developed specifically for baseball use. And Fruit says that has taken the company to the next level.
Since then, the company has expanded its business into other sports realms. It has even brought Lizard Skins to the gaming community, with grips specifically designed for video game controllers.
It’s a rare example of a company starting in the cycling world and branching out to find success in a broader market. Founder Brian Fruit joins host Dan Cavallari on the Slow Guy on the Fast Ride podcast to talk about Lizard Skins’ success both in and out of the bike world.
Theme music: “This Year” by Angela Sheik.