We are in the midst of a cycling revolution. Cities worldwide are going through a biking boom, bib shorts can be bought from the touch of a smartphone screen and new brands are popping up every month. Therefore, naturally we are witnessing an 'evolution of the bike shop'.
When you walk into Bikedress in Munich, your senses quite literally go into overdrive. The smell of quality Italian roasted coffee, the taste of locally produced gelato, the feeling of historical cycling moments combined with the sight of top quality, fresh kit on display. This is a new breed of bike shop - a showroom - and it’s not just the caffeine that will have your heart racing. You’re not just buying a new jersey, a pair of shoes… You’re getting an experience, something that you cannot get purely from the touch of a smartphone screen.
This is a new breed of bike shop - a showroom - and it’s not just the caffeine that will have your heart racing.
Last summer on one of the rest days of the Tour de France, we organised a ‘like a Pro’, experience with KATUSHA Travel. Our guys in red joined us and a group of friends, clients and fans for a coffee ride in Bern, Switzerland. All dressed in KATUSHA, fuelled with KATUSHA coffee, powered by Canyon bikes, riding next to a Pro, feeling… Pro. Because at KATUSHA, you’re not just buying a cycling kit, you’re getting an experience and sharing cycling moments, something you can’t get when you buy any jersey on the market.
Joining us for the ride in Bern was Heiko, owner of Bikedress. We realised during this time that our visions were somewhat inline… So fast-forward 9 months >>> It’s a chilly, windy Saturday morning in Munich and we're stood at the Monaco Velo Club bar, drinking good coffee, picking at homemade cakes and chatting with interesting people while we wait for the arrival of Tony Martin. Being German, a Team KATUSHA Alpecin top rider and World Champion, it seemed quite fitting that we invited him to join us in launching the new KATUSHA Sports summer Performance collection last weekend.
So we were 30 strong for the ride - mostly members of the Monaco Velo Club, Tony Martin, Heiko, Thomas Janz of Eurosport, Falk our PR Manager from Team KATUSHA Alpecin, Seb from Breakaway magazine who rode with his 10kg of photography kit on his back and Mat and I from KATUSHA Sports - coffee’d up, layered up and ready to tackle the Bavarian wind that was so generously blowing.
Tony Martin was kind enough to take the full brunt of the wind as we went through the Perlacher Forst in the direction of Schäftlarn, allowing us to conserve just enough energy to compete against him in a short Strava segment TT challenge towards the end of the 65km ride, at Wangen.
On returning to Bikedress, high spirited after an awesome (dry) ride shared with great people, we were greeted with of course more coffee, but more importantly Heiko’s wife’s famous Banoffee Pie. Thomas Janz then had just enough time to change before interviewing Tony Martin for a live Eurosport Facebook broadcast.
We were greeted with of course more coffee, but more importantly Heiko’s wife’s famous Banoffee Pie.
As we drew further towards the evening, the shop gradually filled with press and customers, ready for the presentation of the new KATUSHA Sports Performance collection that was conducted by Mat along with input from Tony Martin.
Professional riders of Team KATUSHA Alpecin, including Tony Martin, are involved in the development process of our products from A to Z. Take the new AERO kit for example… It was born in a workshop with Pro riders in December 2015 during their training camp in Spain. Riders provided clear feedback on what they needed in order to be faster. Then we collaborated with a fabric suppliers’ wind tunnel, performing several tests to make the first prototype. Finally, the Pro riders tested the AERO kit on the track, so that the last adjustments could be made… because nothing is more efficient than real feedback, from A to Z.
Professional riders of Team KATUSHA Alpecin, including Tony Martin, are involved in the development process of our products from A to Z.
Following the presentation, Thomas Janz interviewed Tony Martin on his cycling career, and the microphone was opened to the room for more questions.
It was a real pleasure to spend the day and evening with Tony Martin and everyone that joined, across the Bavarian fields and in the stunning Bikedress store. We look forward to sharing more cycling moments in Munich soon.