About the OMATA Brand


As designers and engineers, we talk about products and experiences first. We’ve created a product — the OMATA One — where every design decision has been discussed, evolved, decided, reversed, re-decided, deferred until finally..that is the "making" that goes into "making a decision." Everything that goes on in the middle — between the idea and the product of all that decision making — a product in the making. It is the work of designing.

But that's not the end. This I discovered when it seemed like everything was done. There is no "done" on this journey. There's the community that builds around the product because of what it represents and what it stands for. There's the boxes that need to be shipped — or broken down and recycled. There's the creative that needs to be produced to continue to represent the product, the vision, the "brand." There's customers who need to be supported, and the occasional repair that needs to be performed. There's so much more, as well. It all requires time, energy, persistence, perserverance, intelligence, calm, wit and a willingnes — a desire — to learn and correct and learn again.

A Point of View On Technology

The point of view that is imbued in everything we do here at our tiny operation has been honed over years of working in and around design, technology in commercial contexts, as a university professor, as cyclists, makers, working alongside of some of the most inspirational individuals, etcetera. It is the culmination of more than thirty years studying, learning, building, failing, making, creating.

I believe that the pervasiveness of technology and screens is distracting, but I don't think technology could on its own be "bad." It is when technology serves itself that the experiences people have with it becomes challenged. Just because technology can beep, or speak does not mean it should — especially when you're trying to a break out on a ride.

I believe that technology need not be something that succeeds by including as many features as possible. Nor should it be ranked "better" because the list of features is longer.

I also believe that technology should not demand your attention for the sake of demanding your attention, or for the sake of serving itself (or its owners) — which is what much of the technology you have now in front of you does. 

That’s a my point of view. When you point that filter at cycling computers, and made a string of design decisions, and did a bunch of making, building, breaking down boxes to fit in your recycling bin, and handled questions from customers, and got friends to help make some little brand films, and figured out how to read a balance sheet and write a patent — you end up with what you have here. Nothing more. Nothing less.

Less Distraction, More Connection

A product of all that work is the OMATA One. It was made to connect you to your ride in a different kind of way — a connection to where you are at the moment, to who you are riding with, to where you are. A connection to the feeling in your legs, the rush of air filling your lungs, the rhythm of your pedaling, the pounding in your chest, the sound of the busy bees in the bushes on the trail.

When you get your OMATA One, you are not only investing in a beautiful cycling computer for your beautiful bike. What you have done is invested in a point of view on design, on how technology things could be, and how the world could be experienced through technology. You will get stunned looks, lots of smiles, pointing fingers and lots of questions. Let your friends know what you think, why the OMATA One represents something new, different — and a bit contrary.

But you will be able to let them know that there is a reason, an intentionality, a purposefulness to your OMATA One. As one of the first OMATA owners told me unprompted: "This has changed the way I ride"

Find out what other OMATA One cyclists have to say about their time riding with the OMATA One.


- Julian Bleecker, Founder.