3T has a rich heritage in the world of cycling built on innovative, industry-leading design and a deserved reputation as the choice of the professional peloton.
For over half a century, 3T's products have been at the forefront of cycling technology. The Italian brand's dedication to performance has seen the company's products contribute to victories on the sport's biggest stages including world championships, the Tour de France and the Giro d'Italia.
Today, 3T has reaffirmed its connection to the sport with highly innovative frame designs – including the Strada and Exploro – that empower riders to explore cycling in new ways. Meanwhile the Torino-born brand's leading position in the area of cockpits and seatposts means the famous 3T logo remains the mark of a true cyclist.
3T Cycling's story began in Turin, Italy, in 1961 when Mario Dedioniggi left Ambrosio to found Tecnologia del Tubo Torinese (Turin Tube Technology), a cycling company with huge ambitions something at odds with its humble start with a single employee and a manual tube-bending machine. Nevertheless, the brand found a foothold in the sport; its strong, light and beautifully made steel handlebars finding favour with Italian pro riders.
With its name changed to 3ttt the brand continued to impress in the pro peloton, creating bars for some of cycling's heroes. But the brand's greatest asset has always been its drive to explore the boundaries of cycling technology. By the mid-1970s, 3ttt was experimenting with 7075 Ergal alloy, resulting the world's lightest bar – the 250g Superleggera – launching in 1975. Aspiring racers were also treated to a range of handlebars featuring the same bends used personally by the likes of Merckx, Gimondi, Saronni and Defilippis.
In the early '80s, the brand was already ahead of the curve in terms of aerodynamics. Following the launch of the world's first aero racing handlebar, the Aerodinamica in 1983, Francesco Moser used a 3ttt design to set a new hour record in 1984, the aero bullhorn design dubbed the 51'151" in honour of the victory.
The brand also innovated in triathlon, producing the first-ever tri-specific bar, the famous Scott USA DH Bar, soon followed by the first clip-on bars – the Scott USA U-Bar. Other innovations of the late '80s included the world's first integrated carbon bar and stem, the CarbonAir, the first internally-routed bar – the Paris-Roubaix and the complete reinvention of the drop bar with the much-imitated anatomic grip of the Forma SL.
Well established as the world's leading handlebar company, during the 1990s 3ttt broke its own record for the lightest bar with the 220g Prima and also dabbled in world-championship winning MTB bars and increased the adjustability of its aero offerings. Meanwhile, the brand embraced the introduction of the threadless headset with its forged aheadset stem, fittingly named the ForgeAhead.
At the turn of the century, the brand changed its name to 3T and ushered in even lighter bars, carbon stems and improved ergonomics as well as producing the world's first female-specific bar, the Eva. The company also focused attention on the design, production and ergonomics of full carbon bars.
In 2007 3T relaunched under new CEO René Wiertz with a totally new component range and the introduction of the Pro, Team and LTD levels.
2008 was a huge year for the brand with Carlos Sastre winning the Tour de France using 3T components. In terms of products, the Merckx bend was reimagined in carbon as the Rotundo while forks joined the 3T line-up, the Fundo becoming the fork of choice for brands such as Cervelo in 2008. The same year, 3T's commitment to both performance and rider comfort was underlined by the introduction of the ever-popular Ergonova bar.
Next came more innovation with integrated brakes on aerobars and integrated clip-ons for draft-legal triathlon. 3T's continued dedication to speed meant that when its ultra-stiff, ultra-aero sprint bar, the Scatto, launched in 2012, it quickly became the cockpit of choice for the world's best track riders.
Building on its aerobar dominance, 3T created the first superbike cockpit for the Cervelo P5 – the widely emulated Aduro. Aerodynamics remained high on the agenda for the next few years with the built-in Garmin integration of the Integra stem and the Aeronova drop bars becoming the perfect accompaniment for the soon-to-be-ubiquitous aero road bike.
3T could also celebrate victory at the Giro d'Italia in 2012 with Ryder Hesjedal taking the Magalia Rosa for the 3T-sponsored Garmin-Sharp team.
In 2015, Cervelo co-founder Gerard Vroomen joined Wiertz, the pair becoming owners of the 3T brand. The innovation continued to flourish with the launch of the Exploro, a go-anywhere, aero-optimised adventure bike that begs riders to explore cycling in a new way. This was followed by the reinvention of the triathlon aerobar with the reverse-grip Revo. In 2017, 3T launched the Strada – a completely new take on the road bike that increases comfort, reduces drag and embraces the 1x drivetrain to challenge what the modern cycling experience can be.
3T joined Saddleback in August 2017, fitting perfectly alongside fellow Italian brands Castelli and Sidi in our elite performance cycling portfolio.
3T's motto is 'Explore Cycling', an expression of the brand's drive to push the boundaries of the sport in terms of design and the adventurous attitude this innovation brings to riding.
The 3T Strada is a perfect marriage of performance and practicality. Built around fast and comfortable 28mm tyres, the Strada pairs uncompromising aerodynamics with disc-brake stopping power and the simplicity of a 1x drivetrain for a bike that can do it all on the road from fast commuting to the Tour de France.
The 3T Exploro takes inspiration from the peloton's pioneering days of unpaved exploration and combines this with cutting edge aerodynamics and a myriad of set-up options to tackle all terrains. It's simply the fastest bike for going slow whatever your adventure off the tarmac throws at you.
The 3T Revo revolutionises the triathlon aerobar by improving hand grip and security on the drops for increased confidence and speed when cornering and descending – all while maintaining 3T's legendary aerodynamic advantage.