For years bike companies hired doctors to sell seats that had strange grooves down the middle, no nose, gel that would collect heat that toasted your bits and many other silly ideas. Meanwhile, Brooks persevered on the margins, waiting for their moment, and it came with the resurrection of compliant steel bicycle frames - a return to comfort, if you will. Brooks uses the highest quality English bridle leather, which means their seats are truly made to last a lifetime, it molds to your body so it's incredibly comfortable (it fits your butt like a Birkenstock fits your foot), and leather doesn't collect heat. Brooks has ventured out into bags, vulcanized rubber saddles, but the reason they've been around since 1866 is their saddles. Quite simply: they work.