Zipp has today unveiled two new wheelsets and updates to two others. Goodyear Bicycle Tires, in parallel, has launched new tyres developed specifically for Zipp wheels. Together, the two brands are presenting a refined take on what they call “Total System Efficiency,” a mix of lower rolling resistance, improved aero integration, and a first-of-its-kind tyre pressure monitoring system built directly into the rim.
Zipp invited me and a handful of others in the cycling media to its Indianapolis, Indiana headquarters for a deep dive into this new range. I suspect the invitation had as much to do with my outspoken scepticism about hookless road rims as it did with the product launch itself. And to their credit, they didn’t shy away from that. My brief for the trip was clear and I stated it on arrival: convince me on hookless.
I’ve reported extensively on the topic of tubeless straight side (TSS, aka hookless) technology, including Thomas De Gendt’s crash at the 2024 UAE Tour and Johannes Adamietz’s at Strade Bianche that year, which brought the safety of hookless road under renewed scrutiny. Those events, along with a steady stream of anecdotes and unresolved failures, left me with serious questions about whether the current technology offers enough margin for real-world use. But I am also aware that hookless road isn’t going away, and the industry insists it’s safe, lighter, cheaper, and more aerodynamic, and backs those claims with lab data and controlled testing, but it’s often difficult to see those benefits clearly reflected in real-world performance or pricing.
That’s the tension I carried with me to Indianapolis. And it’s the tension I’ve carried through the writing of this article. On one side, the promise. On the other, the risk. Whether Zipp could convince me hookless deserves a second chance on the road is what this piece sets out to answer.
But first, a word on what’s actually new, and, although there’s quite a bit, I’ll skim through it to save the meat of this piece for that hookless question.
New wheels
Zipp has overhauled its top-end road range, with major updates to the 353 NSW and the 303 Firecrest, now rebranded as the 303 SW. Rim shapes are mostly the same, but revised carbon layups, a new hub platform and, most notably, the debut of an integrated tyre pressure sensor are all new.
The sensor is the headline act. Embedded directly into the rim, it delivers real-time pressure data to compatible head units and the SRAM AXS app. LED indicators flash green when pressure is within the user-defined range, blink fast red when too high, and slow red when too low. Pressure data is saved to the ride file. The system works tubeless or with a proprietary $45 TPU tube featuring a ported valve. Standard tubes are also compatible, but pressure data is lost.
The new 353 NSW features a shallower 35-40 mm undulating profile (previously 42-46 mm), retains its 25 mm internal width, and claimed weight is practically unchanged at 1,310 g. Zipp claims a 1-watt aero gain when paired with the Goodyear Z30 SW tyre, developed specifically for the wheel and sized to measure 30 mm in use. The carbon layup has been revised for a claimed 16% increase in impact resistance – a point we’ll revisit later in the article.
The new ZR1 SL hub replaces the outgoing Cognition system across the NSW range. While Zipp hasn’t commented much on the change, the move away from the Axial Clutch is telling. The new hub is 30 grams lighter, uses ceramic bearings, and features a more conventional pawl-based 66-point engagement (from 6 pawls) for quicker pickup and simpler maintenance. It’s simpler, lighter, and, if it works as promised, it’s a good deal more user-friendly.
There’s also a move to in-mould ImPress graphics, which replace decals and are said to be more durable while improving visual clarity and, like the rest of the range, is backed by Zipp’s lifetime warranty, including impact damage. The 353 NSW is priced at US$4,300 / €3,900 / £3,500 / AU$7,390, a bump of around £120 in my market.
The new 303 SW replaces the old 303 Firecrest. It inherits the pressure sensor and ZR1 SL hub and has a claimed weight of 1,440 g, 30 g more than the old Firecrest. The SW retains the 25 mm internal width and is now optimised for 30-35 mm tyres. Zipp claims a 10% gain in impact strength over the previous model. A new Goodyear Eagle F1 R Z33 SW 33 mm tyre has been developed specifically for it, part of a broader “Fitment Series” tyre integration approach that we’ll explore later. This one is priced at US$2,200 / €1,900 / £1,700 / AU$3,350, ever so slightly cheaper than the Firecrest it replaces.
Two additional Fitment Series tyres join the lineup: the Eagle F1 R Z29 Aero, designed for the 23 mm internal width of the 404 and 454 NSW, and the Vector R XPLR, a 40 mm all-road tyre for the 303 XPLR. While Zipp touts aero gains, the focus is on precise fit and true sizing for their wider hookless rims.
Lastly, while the 454 NSW and 858 NSW rims remain unchanged, they now come with the new lighter ZR1 SL hubs. Pressure sensors are not included – Zipp says they’d require a full rim redesign.
On the Road with the New 353 NSW
For all the sensors and updates Zipp has packed into the new 353 NSW, my time on the wheelset left me with as many questions as answers. It’s undoubtedly a beautiful-looking and -riding wheelset, but I’m less convinced on its performance credentials.
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