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Shimano To Open Experience Center in Holland in 2017


VALKENBURG, the Netherland – In the spring of 2017 Shimano Europe plans to open its cycling, fishing and rowing Experience Center in the Southern part of the Netherlands. Yesterday the company signed a letter of intent with the municipality of Valkenburg, the Dutch province of Limburg, architects and the ‘Wyckerveste’ former brewery site developers.

Shimano To Open Experience Center in Holland in 2017
Artist impression of the Shimano Experience Center which is being constructed at a 15,000m² former brewery site. – Photo Shimano

The Shimano Experience Center in Valkenburg, the Netherlands will allow visitors to share the love of cycling, fishing and rowing and show visitors fun ways to get involved in these exciting sports.

Touch, feel and test

Visitors will have a unique opportunity to touch and feel the latest products and technologies from Shimano, with indoor virtual reality displays from some of the world´s most iconic sporting locations complementing real-world test tracks and fishing areas in and around the stunning Limburg countryside. A Shimano Café, demo workshop and Shimano Heritage area will be there as well as opportunities to test the latest technologies through a large range of testing opportunities.

Supporting Shimano retailers

For international cycling fans Valkenburg is possibly most famous as the ‘home’ of the Amstel Gold race, which attracts the crème de la crème of professional bike racers as well as thousands of enthusiastic sportive riders and cycling fans from around the world.

Gerrit Middag, Shimano Europe Business Development Manager said, “We have designed the center to support retailers of Shimano cycling, fishing and rowing items in the region, enhancing the brand and providing exciting testing opportunities. We expect the site to draw cycling fans from around the world and of course be of tremendous benefit the sporting industry in the region.”

15,000m² site

Besides Shimano Europe, there is a proposal to create an Amstel Gold Race XP center and corresponding cycling-friendly hotel with approximately 60 rooms. Other partners on the site are a mix between sports and medical professionals and a bike rental company. The 15,000m² site at the former brewery will also be set up as a gastronomic and event center. The site is planned to be fully functional by spring 2017.

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