Mussara, a 365-day trial

A few years ago, some cycle tours stopped as an amateur cycling weekend. The bike has taken root in the people and more and more fans and know more. Because of this, the organizers seek to surpass what the 100 kilometer route can offer to a cyclist who has seen it all.

Own events outside the marches, exclusive advantages for its participants, ambassadors, content on networks throughout the year and ties to the territory where the event takes place. These are ways for the participant to feel that the test is theirs throughout the year.

Mussara cycling brand has 10 years of experience in this world. In this decade, a unique community of cyclists was formed who were distinguished by the claim that accompanied their marches: cycling without conditions.

“The community is formed because you offer a unique experience, a recognizable march with its own identity,” explained Gemma Gerbolés and Andrés Novo, directors of Mussara. “Then you have to take care of that community. If he shares your way of thinking and feeling part of your brand, he doesn’t want to hear from you during the event weekend,” they added.

“During these 10 years, we have tried not to stop: not to limit ourselves to offering the classic road trip in the mountain passes that you always do. We offer tradition, but also avant-garde; new challenges, but also very familiar routes. In other words, we seek to attract non-conformist fans who share our vision of cycling,” they emphasize.

12 months a year

And what can you offer the cyclist to keep them interested in your brand after the event days? In Mussara, they have chosen to provide their community with a series of activities and content that interests them after a weekend in Donostia, Salou, Barcelona or Madrid.

The latest example is the Mussara Experience on February 29. A day of two exclusive spinning classes. Something that might interest those who will run on a Mussara, but also those who are just trying a different cycling experience.

Also, there are people from other disciplines who may be interested in trying out the world of cycle touring. Mussara, for example, participated in eDreams Mitja Marató Barcelona by Brooks and the Zurich Marató Barcelona. At both trials, bicycle parking was enabled for participants who arrived to run the trials on their bicycles.

In these types of experiences, brands play a key role. This allows you to take these actions to the next level. During the Mussara Experience in February, for example, Finisher®, Mussara’s official sports supplement, distributed the product to participants.

“For us, it is important to reach cyclists all year round,” says Cesc de Bode, manager of the Health & Sports Unit at Kern Pharma. “Our products are consumed any weekend, whether on a cycle tour or outing with the group. Therefore, being closer to the cyclist for longer allows them to get to know us better after the competition day. ”

Contents of interest

Beyond these specific events, fans demand content and benefits for their commitment. In the case of Mussara, on its tenth anniversary, they launched a series of actions to reward their followers, many of them dedicated to Club Mussara: specific training plans or discounts on products, for example.

“The idea is to understand what the cyclist wants and offer it to them. Maybe you are interested in knowing more about sports nutrition, you want to discover something about the territory where the march takes place or get to know better the some of your idols,” explained Gerbolés and Novo.

This last point is one more claimed in every test. The ambassador is one of the great attractions of a march. In the case of Mussara, Luis León Sánchez, five-time champion of Spain and winner of four stages in the Tour de France, will be the man to accompany the platoons of their four trials.

“A lot of life is more than professionalism. Cycling is also about coexistence and the fans who participate in the marches. This is an opportunity to enjoy the rest of the bicycle world and share time with them,” highlights ‘ Luisle’.

“For the fan, it’s a chance to get close to someone they’ve only seen on TV. Not only does he film them on the day of the march, he also accompanies them in advance for interviews or content on their networks. This is another way to build atmosphere and offer something that interests your followers throughout the year,” they added from Mussara.

All this: the exclusivity of a club, the advantages for loyal followers, the pre-race events or the ambassadors serve to convert the peloton from a cycle tour to a community. Turn the weekend route into a 365-days-a-year event.