My personal opinion is that ISM stands for I’m So Much…happier since using your product. 🙂 Recently I took up bike riding and was not enjoying how painful it was. I figured all seats are pretty much the same until I was introduced to your saddle. If anyone is considering recreational or competitive riding they need to invest in purchasing one of your seats. The discomfort and soreness experienced previously is gone. Trust me…you will not be disappointed!!!