“Roubaix,” Specialized Vs. Cafe Roubaix Bicycle Studio and the World

Over the weekend, Tom Babin of the Calgary Herald alerted the world to Specialized latest attempt to go after the little guy. It was about a year ago that giant of the cycling industry sued Volagi, an upstart company in Utah, who was producing endurance using their Longbow arching top tube/seat stay construction, and disk brakes. While might have had the smallest of cases with the founders of Volagi, Robert Choi and Barley Forsman, being former Specialized employees, that was grasping at straws. In the end, the court threw out eight of nine claims, leaving Volagi to pay $1 for a breach of contract. A “Penny Ride” was organized, and the court ordered sum was paid in full, but there were also the lawyer fees and the time wasted on both sides to the dispute. It can be said that Volagi also benefited from the exposure the lawsuit gave them.

Many in the cycling world decried Specialized actions, and took to to express their displeasure in Specialized’s perceived bullying, and vowed to make it hurt where the company would feel it the most, in sales. That same battle cry is being heard again, this time over actions taken towards a small in Cochrane, .

Dan Richter opened Cafe Bicycle Studio after being medically discharged from the Canadian military after over 20 years of service, suffering PTSD after serving in Kandahar, Afghanistan. He took his savings, and various payments he received from the military, and expanded his operations from a wheel building business he ran from his garage, to a store front in Cochrane. Now a full service shop offering a boutique atmosphere, Richter has expanded the brands he carries to offer just about anything a rider needs. None of which comes from Specialized.

Earlier this year, the Morgan Hill company informed Richter that he was in breach of copyright by using in the name of his store. Specialized was not able to file the trademark in the US for the bike that uses the same name as a iconic city in , but was able to in . They claim that they are merely defending their trademark, yet the term is used universally in the cycling industry. When it comes to durable oriented products, you’ll be hard pressed not to find a moniker associated with it. has a frame, Veloflex and Challenge both have tires that bear the name, and then there is the and Super fabric found in many cold weather clothing items. What about the events, Cherry-, Barry , the Hilly Billy , etc? Richter is quick to point out that the name of his shop has nothing to do with the specific bicycle, but instead is in reference to , and the traditionally torturous race, Paris-. He does not believe there will be any confusion between the Specialized brand and his business, based on it’s name. Specialized seems to think otherwise, and has again launched a “defend it or lose it” campaign against a small business.

Larry Koury, managing director of Specialized Inc. commented to the  Herald, “We are required to defend or lose our trademark registration.” A search of Canadian Trademarks could have prevented the issue he believes.

Richter has been left frustrated with the process.  In speaking with Babin, “The response throughout this process (from Specialized) has been arrogant and almost unbelievably dismissive.”

It seemed the only course of action for the Canadian vet would be to change the name of the shop, which unravels any progress made in developing a brand and reputation, along with costs of changing signage, branding, and supplies with the name. Richter did not have the money to fight the battle, but an outpouring of supporters are trying to change that. As the story has spread, Babin reported in a follow up article that lawyers have stepped up to work pro bono on the case, product is flying off the shelves, and support has been overwhelming. An Indiegogo page has even been set up to support the fight. At the time of this story, there were 13 hours left, and over $2,100 has been raised.  The fight is still a long ways from being over, but with the attention that has been gained over the dispute, the shop’s name might remain the same after all.

“This is encouraging and exciting, and I’m finding it very humbling as well,” Richter told Babin. “I’m really amazed by the level of support. It’s overwhelming.”

What’s next? Will Specialized sue every airport world wide for using the name Tarmac when describing the area around their terminals?

Tell us how you feel about Specialized’s latest actions in the comments below.

3 thoughts on ““Roubaix,” Specialized Vs. Cafe Roubaix Bicycle Studio and the World”

  1. I know that Dan (Café Roubaix) owner is out of T-shirts but I ordered one anyway. This is one way that we can show support for him.

  2. Dear Specialized, I must ask you to stop using Specialized improperly, it implies you are special and not just another big pompous company. A simple search of the dictionary could have prevented this misconception.

  3. Specialized is becoming the “Lance Armstrong” of the cycling industry! Just bully who you want for what you want. Next thing you know they will deny that they ever sued these people it was somebody else,

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