ISM™ is the brainchild of Steve Toll, an avid cyclist and swimmer living in Tampa, Florida. In the winter of 1997, following yet another painful bike ride with his wife, Laura, Steve sketched out a design for a seat he thought could eliminate, or at least reduce, the discomfort most riders experience on a traditional bike saddle.  By 1999, with some assistance from his family, the concept was patented.  That patent marks a significant milestone for an industry that hasn’t seen a major saddle change in years.