Brooks England started producing bicycle saddles in Smethwick, Birmingham in 1882. By 1922, the Brooks B17 became the benchmark racing saddle for professional riders, and by the 1930s and 40s, Brooks saddles were the exclusive perch for the professional peloton. In 1937, Brooks happily pointed out that every single rider at the Tour de France in the previous year had used one of their “comfort” saddles. Fausto Coppi and Eddy Merckx used to keep their Brooks saddle from one season to the next, but changed bikes each year, something anyone that's ever owned one will understand.
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