ASSOS HQ is located approximately a 90 minute drive from Milan in Switzerland’s Italian-speaking area, Ticino. Its also here that you find the routes of the Tour of Lombardy, the Tre Valli Varesine and the location of at least three previous World Cycling Championships: Lugano, Varese and Mendrisio.
Stabio, Switzerland is where you will find ASSOS HQ and their materials research laboratory. A small complex of whitewashed Mediterranean buildings with terraces of grapes towering behind them completes the picturesque panorama. Here is where all of the ASSOS sales and marketing is conducted and where product design, testing and experimentation is done.
This is the place to go to find the correct pronunciation of the iconic brand.
First, here's a few variants out in the wild;
Now the correct pronunciation from Switzerland;
Ah-sos. Think tongue depressor. say ahhhhhhhhhhh. Ah-sos. Ah-sos. Ah-sos.
...and don't worry, here at La Bicicletta Toronto we won't arbitrarily correct you, as we will definitely know what you mean but if you ask we will provide the correct pronunciation. You'll be in the know.