This is Luis Enrique’s ‘made in Asturias’ bike that Fernando Alonso also uses

Luis Enriquea former Spanish national coach, is competing this week in Cape Epicthe most publicized mountain bike event in the world, 700 kilometers long, taking place in South Africawith a special bicycle made in Avilés (Asturias) that costs around 9,000 euros and is also used by the pilot of Formula One Fernando Alonso.

“If life gives you lemons, make lemonade.” This is the important motto of Luis Enrique. And if your physical condition allows you to face challenges such as Cape Epic, putting it into practice. It competes with the Asturian brand MMR, a product carefully cared for by a local company with the unique secret of “quality at a good price”, which is capable of charging 21 million in 2022, making it the sixth power in the sector in Spain.

Along with Luis Enrique and Alonso, another elite athlete like triple world cycling champion Óscar Freire opted for the firm. In the case of the coach who led the Spanish team to the World Cup in Qatar, his experience with a Kenta SL is currently being put to use in the Cape Epic, the queen of mountain races. The company is grateful for the choice, but that effect is not yet visible in the market. The sector is in the full recovery phase of the pandemic. The component shortage crisis is not over yet.

Alberto San Martin (Oviedo, 47 years old), general director of Sport Lifestyle by Machines Made for Racing (MMR)an entrepreneur who loves cycling and comes from a small family construction company where he worked for 20 years, commented on the current difficulties in the bicycle sector, as the effects of the coronavirus pandemic are still hitting right

Currently, San Martín operates a business that has 35 employees on its payroll and in 2022 will have a turnover of approximately 21 million euros, 30 percent of which comes from exports to countries such as Czech Republic, Benelux, Costa Rica, Italy, Puerto Rico and Chile.

21 MILLION TURNOVER IN 2022, NOW IS A TIME OF CRISIS

The air is not good for the segment, seeing how the numbers are decreasing in relation to previous years, although a recovery is expected for the second half of 2023. In previous years, the aforementioned brand had a turnover of 16 million in 2021 and 20 in 2020. Now comes uncertainty.

“We are suffering from the impact of the pandemic, for 3 years we have had many problems with the delivery of material for assembling bicycles. There was a cycling boom, everything was sold at the time, but now we have not orders are received ordered two years. There are four suppliers and we are all asking for material, so it collapsed. The sale has stopped,” he explains.

San Martín explained to EFE the severity of the crisis, because sales have been stable. “They are not progressing, we have gone from selling everything to not selling anything, there are more bikes than demand, which forces us to follow a discount policy. People prioritized basic needs, such as food, electricity, gas.. .before leisure”.

Because realistically, the company’s manager predicts less turnover in 2023, “it will be a difficult year”, he assured, but he is optimistic about the recovery starting in the summer. The income can be from 21 to 18 million.

“THE SECRET, QUALITY BIKES AT GREAT PRICES”

As Alberto San Martín explained, the average price of his bikes is around 3,500 euros, with the most expensive being the high-end ones that are more than 8,300.

“The bikes we make are a quality product at a good price. We work with aluminum and carbon frames, electric and gravel bikes, a modality that’s gaining a lot of traction, that’s why we’re releasing a carbon model in April ,” he explained. manager.

The idea of ​​the bicycle and its assembly takes place in Áviles, the company’s headquarters, while the frame and components come from Asia, mainly Taiwan, Japan and China. The bikes are painted in Portugal, “in the most important factory in Europe”, which offers you flexibility in colors and when it comes to delivering products.”

The director of engineers is former professional José Luis “Chechu” Rubiera, who for many years contributed “his proven experience to the peloton and transferred his knowledge to the projects”. For his part, the Olympic champion in Beijing 2008, Samuel Sánchez, contributes his work as a global ambassador for the company.

Well-known Asturian characters like the pilot Fernando Alonso or the former coach Luis Enrique Martínez use the bikes of the company he leads, as well as other well-known names like rally drivers. Carlos Sainz or the triple cycling world champion Oscar Freire.

Currently, he explains to EFE samuel sanchez, the bikes of the Asturian brand are used by the women’s MMR Mountain Bike team competing in the World Cup and by the professional team of Caja Rural Seguros RGA, who use “two star models, the Adrenaline SL, designed for climbing, and the Adrenaline AEro, suitable for speed and sprinting”. Luis Enrique’s ‘famous’ bike was valued at Luis Enrique Martínez’s participation in the South African BTT Cape Epic event, the most prestigious mountain bike stage event that runs until March 26. The former selector visited the factory in Avilés and selected a Kenta SL model bike, whose price is around 9,000 euros. A full suspension model from the Asturian brand that rose to fame in the XCO World Cup events thanks to the MMR Factory Racing Team.

“The impact of Luis Enrique has not been reflected in a reaction in the market. We are grateful for the fact that they have chosen our bikes, similar to those of Fernando Alonso or Óscar Freire. Their image has added more value to the brand, it gives of greater visibility , but it will not be reflected in increased sales”, explains Alberto San Martín.