Chris Wolhuter, brand founder of ASS MAGIC, sought to offer a product which filled a gap in the market.

“Two years ago there were entry level chamois creams and higher priced offerings. I felt that we would be able to produce a premium product, locally, but still be able to offer it to the market at an affordable price.” says Chris.

With the boom in the number of multi-day events on the cycling calendar, more cyclists than ever before are using chamois cream. We have managed to convert users of other brands across to ours. Furthermore, we have started more of an education process in getting people to start using chamois cream, when they were not before.


Our aim when we started this venture was to produce the best possible offering to our client base, I certainly feel that we are well on our way to creating that and are able to continually improve the MAGIC. Secondly, we felt that ASS MAGIC should also be an affordable product and thus we targeted a retail price point of R150 a tub.

“We have also spent a lot of time listening to what our clients want, continually improving the MAGIC formulation as we have gone forward. The biggest request we have had is to make the cream thicker, which we have done through the increasing of our lanolin content and the addition of synthetic beeswax. We have kept the tea tree oil concentration consistent, which has a very distinctive scent when opening the tub. Zinc Oxide has also played an important role and has great healing properties.

The ASS MAGIC team will be at the Telkom 94.7 expo at stand 75-76 through the remainder of the week and running some great specials on the MAGIC, there will also be a range of branded apparel available.


ASS MAGIC is available in over 80 cycling retailers across the county with a diverse geographic spread and through selected online stores. A full list of stores can be found on their website ASS MAGIC can also be found internationally through Nation de Velos in Australia and Glory Cycles in the USA.