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Just picked up new aluminium bareroad frame with 44mm integrated headtube, my existing forks are straight 1 1/8 steerer. Integrated is new thing for me - so newbie question is it as simple as sourcing integrated headset to fit both. LBS reckons need to fit cup in frame but web suggests bearing fits straight into frame - advice needed please.
Are you sure it is integrated? I've got a couple of 44mm head tubed bikes and they just take 44mm headsets (either tapered or straight steerer). The bottom bearing sits inside for straight steerer and outside for tapered.

If it’s an integrated headset then the bearings will fit directly into the frame as the headset cups are integrated into the frame’s head tube, hence the name integrated headset. You will still require a crown race and top hat along with the bearings to complete the headset.
Internal or zero stack headsets look very similar as the headset cups sit inside the frame’s head tube and only a small flange is visible from the out side. But the cups are separate from the frame and can be removed and replaced etc...
am i sure its integral? I am not sure, it was advertised as such - will try to post a pic below
https://photos.app.goo.gl/9dNm8tQ32ZKd9jXM9
https://photos.app.goo.gl/3CX3XmUXXKeZvYZj9
im guessing this would do the job?
https://www.chainreactioncycles.com/hope-integral-semi-integrated-zs44-headset/rp-prod18084
It will if the frame takes press-in cups. If there's no pressed-in bearing cup - ie: the bearings sit directly in the frame - then you need a crown race adaptor thing like this, I think along with suitable bearing:
https://www.planetx.co.uk/i/q/HSOOSMCRC/on-one-smoothie-mixer-crown-race
That looks like it takes a ZS headset (semi integrated) as there doesn't seem to be any shoulders for the bearings to sit.
integral headset. will take ZS 44 cups
Brilliant thanks. Looking to get set of these
That looks OK to me
parts all look good and fit, except crown race is being a total bar steward to get seated