MONZA – "The best for passion!" This is the slogan chosen by Bike Passion to introduce itself to the public. We are talking about a German company, but with a strong Italian soul, specializing in the marketing of brands that offer truly unique products. To immediately understand the type of products we're talking about, just look at the Lightweight brand, whose wheels still embody the not-so-subtle desire of many cyclists.
To learn more about Bike Passion, we came to Monza to meet Andrea Rovaris, Product Marketing and Sales of the company.
For those who aren't familiar with Bike Passion, where should we start?
Since 2005. The year in which Bike Passion was born, which is the real challenge of Giovanni MastrosimoneA gamble that has certainly paid off today. At the time, Giovanni was working in the automotive industry and was asked to start dealing with Lightweight wheels in Italy. Until then, no one knew anything about it., even though Lightweight wheels had already made their debut in the professional world and it was a winning debut. In fact, few people know that, when Johan Museumw in 1996 he became world champion in Lugano, he had some Lightweights.
Did you have any difficulties initially in making them known?
I deliberately called it a gamble because in 2005 Lightweight was an unknown brand and, what's more, our wheels were extremely expensive, and actually still are. Most of all, we were in a time when social media did not exist. And so it was really very difficult to gain recognition. The initial push was that, right around that time, the best athletes began to buy our wheels out of their own pockets, which were far lighter and higher-performance than the ones their teams had.
What did this entail?
The performance gap was so wide that the Lightweight brand entered the professional world forced companies producing wheels and components to develop "armoured" supply contracts for teams, to avoid seeing their athletes competing with products from another brand. In a certain sense, it can be said that the setting of current technical sponsorship agreements was indirectly shaped by Lightweight.
Today, Bike Passion isn't just about Lightweight, but also other brands. While we wait to learn more about them, can you describe each brand in one sentence?
Lightweight, space-ready technology condensed into a pair of wheels. SLF Motion, the relentless pursuit of friction reduction. Schmolke Carbon, the first manufacturer of carbon racing handlebarsStoll, bicycles where everything is exaggerated and minimal. SWI, from the sea to the road through the use of carbon born for the most advanced sails in the world. Revoloop, advanced, lightweight and recyclable polyurethaneTHM, craftsmanship and quality at the highest levels.
What do all these brands have in common?
Behind each brand there are manufacturers who produce with an "exaggerated" technical level, which is difficult or impossible to industrialize and who, for this reason, they sustain extremely high manufacturing costs, as do the performance of their products.
Products not for everyone…
We are the first to be aware that our portfolio contains expensive objects. However, we must keep in mind that each product is the result of a long process, complex, and extremely well-finished. From the design to the materials used, we represent companies that tend to avoid shortcuts, and inevitably, all of this affects the final price. Our goal is also to to make people understand that the cost of our products is determined by the work they contain and which, consequently, reflects its technical value.
Really no shortcuts…
It will never be possible to produce a Lightweight wheel or a Stoll frame through an industrial process. This is mainly due to the high cost.
How do you choose the brands you collaborate with?
We can safely say that we allow ourselves the luxury of working with brands we like. Those who make us fall in love with their products.
How does the selection take place?
Among the tasks that Giovanni Mastrosimone and I carry out, there is precisely the task of select brands that, due to their characteristics, fit the Bike Passion philosophy. Having sensed the potential of a technical solution, there is the product road test, the real thermometer of a productFinally, the initial contact with the company, often informal, to verify compatibility of intent and personal affinity. The collaboration with SLF Motion, for example, was born by watching the Strade Bianche. From a chat about the race, we ended up making SLF Motion’s World Tour debut, with the Astana Qazaqstan Team.
How is your reality structured?
Our headquarters are in Suessen about 50 kilometers from StuttgartWe can safely say we have a lean structure. There are, in fact, five of us. In addition to Giovanni Mastrosimone, who is at the helmBike Passion has an account manager, a support representative, and an operations manager who coordinates the warehouse, order fulfillment, and everything else. Finally, there's me.
What does Andrea Rovaris do?
In addition to holding the position of Product Marketing and Sales, I try first the products we intend to marketAfter all, I have more than 20 years of experience as a tester in the sector. We want to be sure of the real quality and efficiency, because we are convinced that each single component must contribute to improving the end user's performance, whether a professional or a simple practitioner.
We'll close with one last question about your presence at the recent Eurobike trade fair. Why did you decide to have your own stand in Frankfurt?
Our presence at Eurobike can be considered a further step forward in our internationalization process. Bike Passion has now embarked on a path that is leading it to represent its brands, even outside of Italy and Switzerland.Spain, a recent addition, will soon be followed by other countries: Eurobike helped us introduce ourselves to markets we have not yet entered.
An ambitious commitment?
A significant organizational effort, but the result obtained has fully satisfied us and further encouraged usWe've been a well-established company for almost twenty years, but we're still looking to grow.
