By Erica Yu. Photography by Jing Chang

Located in Dajia, Taichung, Velo Industries is the world's largest manufacturer of premium bicycle saddles. They produce saddles and handlebars not only for top global bicycle brands but also for the YouBike bicycle saddle, which has surpassed 700 million rides. Founded in 1979 by Chairwoman Stella Yu, Velo has become a legendary figure in the world of high-end cycling, akin to a queen. In recent years, the second-generation general manager, Ann Chen, who has officially taken over, has gradually absorbed the precious lessons from her aunt's teachings, aspiring to understand the weight of wearing the crown.

It's hard to imagine that Chairwoman Stella Yu, who is over 75 years old, began learning road cycling only in her twilight years. When the titans of the bicycle industry in the A-Team Alliance challenged the feat of cycling around the island, she began her solo journey, displaying extraordinary perseverance and endurance. Upholding the proud posture of a successful person, Stella, who relies on countless accumulated details, has demonstrated the courage and effort that have remained steadfast for decades, achieving a global record of producing up to 15 million bicycle saddles, 25 million handlebar sets, and 4 million sets of handlebar grips annually. Moreover, Velo Industries has become the designated cooperative brand for YouBike, used by over 700 million people, creating durable saddles and achieving the glory of three world championships. Velo Industries has become the "sacred mountain" of the cycling world, difficult for competitors to surpass.

Invisible Champion, Woman in Charge

Looking back at her past, Stella, who once worked at a bicycle assembly factory, serendipitously became the head of the office for a Japanese boss in Taiwan. The Japanese boss upheld the principle of customer service above all else and wished to manufacture bicycle saddles in Taiwan. Thus, he discussed with Stella and decided to invest in helping her establish a company, giving rise to Velo Industries. "Innovations like this saddle with a hollow design are patented inventions of Velo. As long as customers tell me what kind of saddle they want, whether it needs to be larger, thicker, or thinner in certain areas, I will do everything possible to deliver what they desire. So, the greatest value Velo offers to its customers is: as long as you have a dream bike in mind and can articulate it reasonably, I can make your dream come true!" Stella spoke proudly with the calm demeanor of a fairy godmother who turns everything she touches into gold.

Born to Meet Special Requirements

Stella takes pride in the core value of the Velo brand, which is the ability to precisely understand every subtle need of customers over its 45 years of entrepreneurship. "For example, young people aged 25 to 35 have different riding conditions and distances they prefer, so bicycle saddles need to accommodate their body conditions, which are completely different from those of retirees. Because the rider and the bike are one entity, during cycling, the waist, hands, and legs all need to simultaneously control the bike. Unsuitable saddles are absolutely unacceptable. As long as customers tell us about their target audience, we can provide effective and precise advice."

Stella, who still personally oversees matters, even recalls a time when she took a three-and-a-half-hour ride, departing from Velo Industries' Kunshan factory at 4:30 in the morning, just to arrive in Hangzhou before 8 a.m. to inspect a customer's bike design because she felt there were significant issues with it. "The motivation for our entrepreneurship is to meet the special needs of customers. This culture has persisted to this day. We even engage in discussions with customers about designs, or provide reminders and solutions before customers become aware of the problems. I believe not every company can easily achieve this."

Moved and Proud

Although Velo is renowned for its OEM manufacturing, it has also begun to cultivate its own brand in recent years. Stella says, "Our brand's saddles cater to everyone from kids learning to ride bicycles to professional athletes, regardless of gender, age, or skill level. I've always believed that cycling is a fantastic family leisure activity. For me, family is everything, so I want to provide every family with the most beautiful and professional bicycle saddles." And Stella's most cherished family member is her niece, Ann Chen, who has taken over the family business in recent years and is also the General Manager of Velo Industries. In Ann's eyes, her aunt, disciplined and perpetually eager to learn, is the lifelong role model she looks up to. "Even though she's advanced in age, she's quite knowledgeable about concepts like the metaverse, the internet, and big data. She appears to be conservative and traditional, but she's also very open-minded and receptive to new ideas."

In fact, Stella, who never married, has always treated her sister's daughter, Ann, as her own and nurtured her carefully since childhood. However, with Stella's firm and serious demeanor, she always cared for Ann in a reserved and strict manner. "When I was studying in San Francisco, Auntie would arrange a trip to the US every month, finding various reasons to visit. Perhaps that was her way of showing care for me," Ann said.

Ann mentioned that if she had the ability to change her aunt's habits, she would hope Stella would be a bit kinder to her. "Our family wasn't originally wealthy. Grandma had seven daughters, and Auntie was the third. But from childhood to adulthood, she shouldered everything for the family and contributed to the family. Even when the other aunts got married, they still came to her for advice." Ann said she learned from her aunt to prioritize customers, listen to others' needs, consider things from others' perspectives, and demonstrate empathy without being self-centered. "The biggest lesson Auntie taught me is: do your best and prepare for the worst."

For Stella, one of the most touching things Ann did was also related to their trip to the US. "When Ann was five or six, I took her to the market to buy groceries. She saw me carrying heavy bags and offered to help. I told her she was still young and could help when she grew up. Later, when I visited her in the US for the first time, as soon as she saw me at the airport, she immediately came over and took my luggage and work bag, and I followed behind her, thinking, 'I've finally watched you grow up!'" Stella was deeply moved by this gesture.

Taking Responsibility and Forward Thinking

Looking back on her return to Taiwan, Ann once had some hesitation about taking over the family business. "Because I saw how much effort the people in my family put into this industry from a young age. They did so well, especially my aunt, who earned the respect of everyone in the entire bicycle industry. So, when I started working, I received a lot of help because of the goodwill towards our family." As the newly appointed General Manager, Ann stated that so far, she hopes to work hard to maintain the status quo and gradually expand her marketing and business expertise to encompass the entire company's operations. "Additionally, we are actively pursuing the goal of sustainability and environmental protection. Our short-term and long-term goals should focus on 'green manufacturing,' energy conservation, and carbon reduction. We hope to use recycled materials, such as recycled fishing nets or coffee grounds, to make saddles. We aim for a 35% utilization rate of recycled materials. Furthermore, there are many new initiatives and collaborations that we are exploring, and I will continue to strive for them."

For Stella, even though she thinks Ann may be a bit lazy and lacks experience, Ann's sense of responsibility and filial piety still reassure Stella. "Our business philosophies align. Our highest priority is to satisfy our customers, and we don't clash over this; instead, we find joy in it." In Stella's eyes, Ann, who is closer to market demands, as long as she maintains an open-minded attitude, can continue to make their business shine!

Production team

Text:Erica Yu

Photography :Ching Chang