In recent years SPORTLER has increasingly become a point of reference for cycling enthusiasts. All this is also thanks to the opening of two bike stores in Bolzano and Peschiera del Garda respectively.The Bolzano store itself was at the centre of a social ride organised in collaboration with Q36.5, but above all with Vincenzo Nibali, on 30 June. who since this year has held the role of technical consultant for the brand which has its headquarters in Bolzano headquarters.
To tell us something more about a day that turned out to be a real success is Luca Gransinigh, HR and Marketing Project Manager of SPORTLER, who together with her colleague Arianna Calovi, the company's Brand Manager, oversaw the organization of the event.
How did the idea of organizing a social ride with Nibali and Q36.5 come about?
The initiative was born from our growing desire to interact with the brands we work with and at the same time increase our Community active around our bike stores in Peschiera del Garda and Bolzano. Having Q36.5 in Bolzano made everything easier and more natural.
How was the social ride set up?
First of all, it's important to underline that this was a different event from the community rides we started organizing at our stores last year. This type of event does not normally have a limited number of places available.The social ride with Nibali was… closed. Only 20 people who booked through the app were able to participate. SPORTSMAN. Having foreseen a limited number of participants has allowed us to guarantee maximum safety for all participants. during the pedaling with Nibali, but above all the possibility of being able to experience “unique” moments with him.
Going into detail, how did the day unfold?
We met at 9am at our bike store in Bolzano and from there around 9,30am we set off on a 45km ride. Luigi Bergamo, CEO of Q36.5, and some of his collaborators also pedaled with us, confirming how the company strongly believed in the initiative organized together with us at SPORTLER.
Upon returning to the headquarters in Bolzano, we planned refreshments and a meeting open to all to allow Nibali's fans to meet their champion. It was an opportunity to retrace his career with him, talk about his new role in Q36.5 and in the team linked to the brandNibali himself then previewed the new Nibali Shark collection that Q36.5 has dedicated to him and which has been available in our bike stores since the end of June.
Were you satisfied with how the social ride went overall?
I'd say we're very satisfied. Q36.5 was also very pleased, so much so that they want to involve us in a new initiative related to their Bolzano office. For us at SPORTLER it was the confirmation of how important it is to work on strengthening the community that revolves around our stores. Last year, we also relaunched the SPORTLER Team, which until a few years ago was very active in cycling and running.
What exactly are we talking about?
These are teams formed by our customers who want to participate in races under the SPORTLER banner, wearing our uniform. Until now, they had two "souls," one cycling and one running. For each of the two teams, affiliation to the FCI and FIDAL was foreseen respectively.We're already working on expanding to other sports disciplines like Nordic skiing, mountaineering, and climbing. Our goal is to foster a desire to play sports and, at the same time, the sense of belonging that comes from identifying with a brand like SPORTLER.
