Assos is betting on bringing the heart rate sensor in the bib shorts
The pulse sensor strap has been attached to the chest of cyclists since it appeared in the late 80s. But for some years now, there have been attempts to change the location, without success. Now Assos, along with Whoops, propose to wear it in the cycling shorts.

Assos presents, along with Whoops, cycling shorts designed to carry the pulse sensor
The optical pulse sensors have changed the game rules in recent years as they are becoming more accurate in measuring pulse in areas like the wrist or arm. However, in cycling competitions, the chest strap is still the preferred choice for professionals.
This collaboration between textile manufacturer Assos and cycling computer company Whoop proposes cycling shorts where the pulse sensor can be placed, in an area very close to the gluteus. The sensor would measure the pulse directly from the leg, avoiding the need for other types of straps.
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The idea obviously eliminates the discomfort that the chest strap may cause, but there is little information on the quality of the pulse signal. So far, the precision of the pulse taken directly from the chest during a race has not been replicated with other systems.