I feel compelled to unnecessarily upgrade my 09 Roubaix. Stock except for Aksium Wheels, Ultegra Brakes and Imperial B-17 Saddle.

I'm tempted to have Rob build me some nice wheels. Or upgrade to Ultegra 6700 or possibly Rival (i'm more tempted by weight savings than performance differences).

What do you guys think?

Nothing beats upgraditus like buying a new bike.

That said... new wheels are nice.

I absolutely adore my Roubaix. I have no desire to buy a new bike. I only want to make mine better.

I guess wheels make the most amount of sense because my cross check will need some new wheels in the near future. The aksiums would do it good and i'm sure some nicer wheels would be great on the roub.

While I didn't even bother to read the entire initial post, just do it is my answer.

...but if you don't get carbon... you'll want more....

What's not carbon?

Screw Rival and go for Force with some deep section carbon wheels.

Or for a real epic upgrade drop $2k on Di2.

If you can get Di2 for 2gs... lemme know, dude!

You can get Di2 by going with a mix of Ultegra 6700 and Di2.

The Di2 upgrade kit is $1500 at PBK and comes with the shifters, derailleurs, and battery. Then you just buy the Ultegra 6700 crank, BB, cassette, brakes, and DA7950 chain. I priced out all the parts and it comes out to $2000.