Trek are a USA based bicycle company, specializing primarily in the production and sale of road bikes. Their Project One service offers the complete customization of their road bikes and also spans across into their mountain and tandem products.
In principal, bike customization is nothing new. Anyone can purchase individual components and build a bicycle of their own. Trek, however, offer this service in it’s entirety, from frame and paint scheme through to specific component specification and frame personalization. On top of this, the final product is factory built and delivered to the customers door.
The first set of options allows you to choose the specific frame type and size to suit your riding style and requirements.
The paint finishes is first specified by a overall scheme.
Each scheme has a wide variety of colours that are able to be specified in almost any combination.
Individual component specification is required for everything from the wheels and breaks, through to the seat post and water bottle cage.
Your name can be added to the paint finish, along with the logos of bike related charities that you may way to sponsor.
After you have finished customizing your bike the interface provides you with a full break-down of your selections, a final price and purchase options.
Although the interface and product provides a high level of customization based upon standard parts, one very important aspect has been overlooked. Every individual rider is different and the Project One only allows for selection of standard size frames. Intrinsic differences in human proportions means that that two people who who are 180cm tall will have different arm lengths, meaning that a custom frame size may be required. There are obviously adjustments that can be made in the components; seat height, stem length and crank length to name a few, but a fitted frame would be much more precise.
Fully fitted frames are in the realm of professional racers, and are a expensive and time consuming product to design and manufacture. I would expect that the profit margins and market demand are too small for Trek to offer a service such as this to the general public.