bike – Pierre-Henri Medas

Building the Owner’s Manual for the BMC Kaius Generation 2

Creating an owner’s manual is often underestimated. It sits at the intersection of engineering, product, and user experience, and when done right, it becomes a key part of how riders understand and trust a product.

For the BMC Kaius Generation 2, the objective was clear: deliver a manual that is technically accurate, visually intuitive, and aligned with the premium positioning of the bike.

Defining the Structure from a Product Perspective

The foundation of the manual started with structure.

Rather than relying on legacy formats, I built the framework from scratch based on my technical background and experience in product management. The goal was to mirror how a rider actually interacts with the bike, from first setup to advanced adjustments and maintenance.

This led to a clear, logical flow:

Introduction
Safety guidelines
Product overview
Adjustments and torque specs
Assembly steps including key systems (cockpit, drivetrain, braking, integration)
Maintenance guidelines

Each section was designed to reduce friction: short, focused, and action-oriented.

The famous exploded view with dynamic links to each component.

Writing the Copy: Precision Over Volume

The copy was developed with a simple principle: clarity beats completeness.

Instead of overloading the manual with information, the focus was on delivering the right information at the right moment. This meant:

Creating clear illustrations
- Using concise, directive language
Avoiding unnecessary technical jargon where possible
Highlighting critical actions (torque, safety points, tips)
Ensuring consistency across all sections

At the same time, the technical depth remained intact—especially for key components and adjustments where precision matters.

Chain guide section explaining the different configurations possible.

Creating Imagery with R&D 3D Data

A major step forward in this project was the use of 3D assets directly from R&D.

By leveraging native CAD data and rendering it in Blender, I was able to create:

Clean, distraction-free visuals
Perfectly accurate component representations
Consistent angles and lighting across all images

This approach solved a common issue with traditional manuals: photography limitations. Instead of dealing with physical prototypes, lighting constraints, or inconsistencies, the 3D workflow ensured full control and scalability.

It also allowed us to illustrate complex internal features and assemblies that would be difficult or impossible to capture with a camera.

Some of the imagery prepared with Blender.

Cross-Functional Collaboration

While the structure and core content were driven autonomously, the manual was ultimately a collaborative effort.

Close coordination was required across multiple teams:

R&D for technical validation and 3D assets
Quality for compliance, safety checks, and accuracy
Product Management for product definition
Marketing for tone, branding, and visual alignment

The challenge was not just gathering input, but organizing it efficiently. Clear ownership and structured reviews were key to keeping the process moving and avoiding unnecessary iterations.

From Draft to Approval

The final phase focused on alignment and validation.

Each section went through targeted reviews with the relevant stakeholders, ensuring that:

Technical information was fully validated
Safety-critical instructions were clearly highlighted
Visuals matched the latest product specifications
The overall document remained consistent and coherent

The result is a manual that reflects the product itself: precise, refined, and built with intent.

Key Takeaways

A strong structure is the backbone of any effective manual
Clarity and usability should drive copywriting decisions
3D-based imagery significantly improves consistency and quality
Cross-functional collaboration is essential—but needs structure
Ownership and autonomy help maintain speed and coherence

This project is a good example of how technical documentation, when approached as a product in itself, can elevate the overall user experience.

The final document:

BMC Kaius 01 Gen2 Owners Manual ENG – V1 – 20260401 lowres Télécharger

From Idea to Integration: The Creation of ICS Eco at BMC

When I joined BMC Switzerland in 2022, the brand’s integrated cockpit technology was already well established. However, it came with a limitation: fully integrated cable routing was only available on bikes starting at around €7000.

The reason was simple. The only compatible stem used for internal cable routing was the ICS2 stem system, a high-end solution whose cost made it difficult to specify on more accessible models. As a result, integrated cable routing remained restricted to the top of the range.

Together with Angelo Lecchi, also Senior Product Manager, we pushed internally to explore alternatives. We asked the R&D team to develop a more affordable solution that could bring integrated cable routing to a wider range of bikes.

An initial idea emerged: creating a more economical version of the ICS2 stem. Unfortunately, even this approach remained too expensive to reach the desired product segments.

So during the long weekend of May 1st, 2022, I started working on the problem myself.

The « Core » Idea

The concept was straightforward: use the existing BMC RSM01 stem, whose cost structure was ideal, and combine it with the ICS2 ecosystem so that existing top cones and spacers could still be used.

What was missing was the interface between the two systems: the ICS spacers and the stem.

This interface quickly became known as ICS Eco.

Version 1 – Making It Work

The first version guided the cables under the stem while using the same upper volumes as the ICS2 system. To close the back of the stem, a cover was added behind it.

To ensure proper fixation on the fork steerer, the design reused the ICS2 stem’s wedges that press against the sides of the flat steerer tube.

The V1 concept worked, but it was visually quite large.

Version 2 – Reducing the Volume

About a week later, a second version appeared. The goal was to reduce the size of the rear section by finishing the RSM01 stem with a smaller appendix. This improved the proportions and reduced the visual mass.

Version 3 – Simplifying

The third version followed immediately. It aimed to simplify the design by removing the appendix entirely. While technically simpler, the result was visually less appealing and still lacked the ICS wedges.

It was clear that the concept needed further refinement.

Collaboration and Refinement

At this stage, I began a close and very enjoyable collaboration with Etienne Goy, the engineer responsible for the project. Together we refined the concept and worked through the technical constraints to find the right balance between cost, integration, and aesthetics.

One of the many 3D printed prototype. Here with the V4 design.

Version 4 – The Final Concept

In December 2022, the fourth version finally gave the project its definitive direction.

This iteration:

Integrated the ICS wedges to press securely on the sides of the fork steerer
Allowed the addition of a clip-on finishing cover for the rear of the RSM01 stem
Preserved compatibility with the existing ICS2 spacer and top cone ecosystem

The result was a clean, efficient, and cost-optimized interface.

Version 4 featuring the final shapes and elements.

From Prototype to Production

With the concept validated, the project entered full development. The first production parts arrived shortly afterward and began appearing on many models of the 2024 range.

ICS Eco ultimately achieved its objective: bringing the visual cleanliness and functional benefits of integrated cable routing to bikes at retail price starting from €2500.

A Project I’m Proud Of

From the initial need to a working prototype and finally to a production solution perfectly aligned with cost targets, ICS Eco represents the type of project I value most.

It started with a simple observation, evolved through rapid iterations, and succeeded thanks to strong collaboration between product management and engineering.

And for me personally, it remains a project I’m particularly proud of.

The MY27 Teammachine SLR ONE with the ICS Eco and RSM01 stem.

Product Marketing on BMC ICS Carbon Aero Cockpit Gen 2

As Product Marketing Manager, my role focused on collecting performance data, technical insights, and design intentions, then translating them into visuals and messaging that retailers, media, and riders could easily understand and connect with.

Like many performance-driven projects, the cockpit evolved through multiple inputs coming from engineering priorities, rider feedback, testing, and design iterations. Transforming all these elements into a coherent and engaging product story became one of the most interesting parts of the process.

A special thanks goes to Etienne Goy for the quality of his work and support throughout the project. His technical input and collaboration helped elevate the final result and bring clarity to many aspects of the development.

At the end of the day, product storytelling always requires finding the right balance between technical reality and emotional appeal. The objective is not to exaggerate performance claims, but to present the product in a way that highlights its strengths and helps riders understand where its value truly sits.

Building the Product Story and DNA Document.

Once the story structure and positioning were defined, the copywriting phase started with a first draft built around the available data, technical facts, and product intentions.

The text was then refined and polished together with Jonathan Camp whose work helped bring more rhythm, clarity, and consistency to the final messaging.

The document layout was created in Adobe InDesign before being handed over to Fritjog Hilgenfeldt. for final visual execution. Through strong photography, refined product imagery, and consistent BMC branding, the project evolved into a polished and visually compelling presentation.

Speed changes the game. Your equipment needs to evolve.

The storytelling for this project had to be built once the product definition was already largely established. While not always ideal from a marketing perspective, it also represents where product marketing can bring the most value: identifying the product strengths, structuring the narrative, and connecting technical development with rider expectations.

The resulting story was built around the areas riders are most likely to value when evaluating a high-performance cockpit: stiffness, integration, aerodynamics, ergonomics, and overall riding feel.

Rather than focusing purely on aerodynamic claims — already heavily used throughout the industry — the communication strategy aimed to create a broader and more differentiated product narrative.

To organize the presentation of the cockpit’s features and development priorities, the story was segmented into three main themes: Ergonomics, Yin & Yang (weight-to-stiffness), AeroSynthesis.

These sections helped structure both the technical explanations and the visual storytelling throughout the Product DNA document.

Ergonomics.

Ergonomics quickly became one of the strongest and most tangible elements of the project.

To explain the cockpit’s shaping, rider positioning, and transition surfaces, I created a series of 3D renderings and technical illustrations highlighting each section of the design. Animated 3D sequences also became essential tools for live product presentations to retailers, media, and riders.

Still frames extracted from these animations were later integrated into the static “Product DNA” PDF document to support the storytelling with clear visual references.

Yin & Yang.

The Yin & Yang section originally started almost humorously as a way to present the product’s performance trade-offs in a more engaging format.

The new cockpit prioritizes front-end stiffness and steering precision, resulting in a significantly stiffer structure compared to the previous generation. Rather than focusing purely on weight figures, the communication centered on explaining the engineering decisions and structural changes that enabled these performance gains.

To support this section, dedicated 3D animations and renderings were created to visualize updated clamping solutions and structural design evolutions that contributed to the increased stiffness.

AeroSynthesis.

Aerodynamics naturally remained an important part of the project.

Interestingly, positioning the aerodynamic story slightly later in the presentation was a deliberate choice. In a market where nearly every one-piece cockpit communicates “aero-first,” shifting the focus toward rider experience and control helped create a more differentiated narrative.

For this section, simplified CFD screenshots and airflow illustrations from the R&D process were integrated into the storytelling. Even relatively simple aerodynamic visuals proved highly effective in communicating the product’s intent and reinforcing its visual identity.

Final documents

The complete project documentation is available below:

Product DNA

ICS Carbon Aero Cockpit Gen2 DNA FINAL ENG 20260226 Télécharger

Owner’s manual

ICS Carbon Aero Cockpit Gen2 Owner’s Manual – V3 20260203 Télécharger

The development of the BMC ICS Carbon Aero Gen 2 Marketingf Campaign assets was ultimately much more than the creation of a new cockpit. It became an exercise in transforming engineering decisions, rider feedback, industrial design, and performance targets into a coherent product experience and story.

From technical visualization and copywriting to product positioning and final presentation assets, the project highlighted the importance of connecting complex development work with clear and engaging communication. Bringing structure, clarity, and value to technically driven projects remains one of the aspects of product marketing I enjoy most.

Sharpie Permanent Marker to 3D file

While planning the optimal tool layout for my mobile toolbox, I realized the essential Sharpie needed a proper spot. So I recreated the iconic permanent marker in 3D, adding realistic materials and logos just for fun.

The process was quick, and the final result looks quite satisfying.

Do you need the 3D files? Just grab them here Grabcad.

Scor 4060 Cinematic Visualization for Suspension Design

For the SCOR 4060, the goal was to visually communicate the rear suspension design in a way that is both clear and cinematic. Instead of static images, I used motion to illustrate how the rear end behaves.

Decomposing the Design

The process began by breaking down the industrial design sketch into key structural and functional elements:

Rear triangle and linkage geometry
Shock absorber positioning and travel
Pivot points and suspension kinematics

By isolating each component, we could highlight how movement flows through the rear end, making the mechanical logic immediately understandable.

sketch effectively becomes a skeleton.

Animating Suspension Kinematics

Using Adobe Animate, I created an animation that brings the sketch to life:

Linkage motion: pivots and swings are animated to demonstrate real suspension behavior
Progressive build: each element appears in sequence, showing the assembly and function step by step

This method allows viewers to see not just the static shape, but the dynamic behavior of the rear end, providing insight into the design intent and engineering behind it.

Export for Presentations

The final animation was exported as a video format optimized for PowerPoint integration.

Key considerations:

Resolution: Custom HD (1980×932) to ensure compatibility and sharpness for multiple videos playing on a single slide
Compression: Balanced to maintain quality while keeping file size manageable
Format: MP4 (H.264), ensuring smooth playback across devices
Looping capability: useful for trade shows or continuous display environments

This ensures the animation remains reliable in real-world conditions. No lag, no dependency on external software, and consistent playback during key presentations.

Outcome

The result is a cinematic yet highly functional visualization tool:

Bridges the gap between design and marketing
Creates a premium perception with minimal production overhead
Easily deployable across internal reviews, sales decks, and events

By starting from a simple sketch and leveraging structured animation, the SCOR 4060 visualization demonstrates how design communication can be both efficient and impactful, without relying on heavy 3D production pipelines.

Cinematic Visualization of Rear Suspension for BMC Fourstroke Gen 6

To showcase the engineering behind the Fourstroke Gen 6, I turned the rear suspension into a visual story. Instead of static drawings, I animated the kinematics to illustrate exactly how the rear end moves and responds under load.

Breaking Down the Design

The process started by deconstructing a silouhette into its essential elements:

Rear triangle geometry and pivot layout
Shock absorber position and compression path
Linkage points and motion arcs

This breakdown highlights the mechanical logic of the suspension, allowing the viewer to understand movement and function step by step.

Animating Kinematics

Using Adobe Animate, each component was brought to life.

This approach demonstrates not just the shape, but the dynamic behavior of the suspension, providing an intuitive understanding of the system.

Exporting for Presentations

The animation was exported as a video format suitable for presentations:

Full HD resolution (1920×1080)
Optimized compression for smooth playback
MP4 format ensures compatibility in PowerPoint and other tools

The final result is a cinematic visualization that clearly communicates the Fourstroke Gen 6’s rear suspension performance, bridging design, engineering, and storytelling in a single presentation asset.

Garmin Varia mount for BMC Teammachine SLR

Shine Bright!
I bought a Varia almost a year ago, but I wasn’t a fan of the elastic straps used to secure the bulky mount to the seat post. So, I designed a custom 3D-printed holder that fits perfectly with the original Garmin interface — or the Mr. Control Garmin adapter I had lying around in my spare parts bin.
The design is tailored to fit the back of the 10mm offset BMC Teammachine SLR seatpost. The lower bolt tightens against the saddle clamp hardware, ensuring a secure and stable attachment.

I printed the part using PLA on my trusty Creality Ender 3. The hardware shown is temporary, as I plan to upgrade to sleek stainless steel bolts and nuts, replacing the standard ones pictured here.

The final version assembled on the seatpost and its design in the background.

Thingiverse:
https://www.thingiverse.com/thing:6844047

Chainline tool: the ChainLineR

At work, I often need to quickly check the chainline of a crankset assembly. The ChainLineR is a simple gauge designed to make this process faster and easier, allowing you to measure your bike’s chainline and verify if it’s within the recommended specs for Shimano, SRAM, or Campagnolo.

While you can use a caliper to do this, it can be tricky to find a clear reference point to identify the center of the seat tube (e.g., the bottle cage bolt). The V-shaped design of the ChainLineR allows you to quickly center it on the seat tube or downtube, providing a rough but reliable reading of your chainline using millimeter markings.

An additional stopper allow you to place a ruller and get a more accurate read.

How to use:

Position the ChainLineR on any symmetrical part of your bike—ideally the seat tube or downtube.
Use the millimeter markings to read the chainline measurement.

Notes:

Some tubes may be asymmetrical.
The chainline for 2x setups is measured differently depending on the manufacturer. For example, Shimano measures from the inside of the larger chainring’s teeth.

Thingiverse:
https://www.thingiverse.com/thing:5519359