Hincapie Sports makes great mid end stuff.
Rapha makes good stuff too but more high end clothing.
Good bib shorts can make a big difference on 2 hr+ rides.
For saddles, yeah, ditch teh stock crap, it'll kill your ass.
Classic saddles like a Selle Italia Flite fit most men. Get it set up properly so you do not have too much pressure on your perineum or you'll be numb after the ride. The saddle should basically be dead level.
Most Importantly, get out and ride.
GL
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