News Article

Selle Royal Goes on Tour in Austria, Germany, Italy and the Netherlands


POZZOLEONE, Italy – Last Friday Selle Royal kicked off its three-month European tour around key cities in Austria, Germany, Italy and The Netherlands, to launch the first wave of its new campaign named “Support Cyclists On The Road”. Hoping to reach as many cyclists as possible, the project will see a bespoke yellow Selle Royal van travel through four countries, transforming into an cycle hub and coffee spot at each of its dedicated pit stops.

Selle Royal Goes on Tour in Austria, Germany, Italy and the Netherlands
Selle Royal European Tour is named ‘Support Cyclists On The Road’. – Photo Selle Royal

Setting off last Friday (March 1) from the Selle Royal base in Pozzoleone, the van will stop-off in Padua, Milan, Innsbruck, Munich, Berlin, Amsterdam, Rotterdam, Düsseldorf, Turin and Mantova (dates below). In each place, a dedicated team of two will set up the Van along various cycling hotspots and invite all types of cyclists to stop for a free bike check and an authentic Italian Bristot coffee while they wait; the ideal solution to those who don’t have time for – or sometimes overlook – the basics of bike maintenance.

Selle Royal ‘Support Cyclists’ philosophy

This project was inspired by the long-serving Selle Royal philosophy, ‘Support Cyclists’, and the heart of this project is to engage with and support the local cycling community of all ages – whether they are commuters, leisure riders, mountain bikers, e-bikers or road cyclists… and everything in between.

Local bike shops included

The term ‘community’ also includes local businesses, of course; in particular, bike shops. They are a key part of Selle Royal’s support chain, being the first point of contact with the everyday consumer. Their success is vitally important for the company and the community, and so, for any issues that arise from the ‘Support Cyclists On The Road’ bike check, the mechanic will guide the cyclist to the nearest retail partner for assistance.

Improving riding experiences

Lara Cunico, Marketing Manager at Selle Royal, says “We are very proud of this new project and excited to see what our yellow van will be able to do. Selle Royal’s philosophy has always been to support cyclists in the best way possible, with our extensive range of saddles and decades of research and development in the industry. This year, to further improve riding experiences, we have the chance to offer cyclists something more than just our comfort – we are meeting them on the road to offer our expertise, useful bike tips and a little refreshment. We will bring some fun and entertainment, and look forward to an exchange of experiences with the communities; a great way to encourage and promote a sustainable cycling lifestyle!”

Tour dates and locations

Padua, Italy
1-2 March 2019 – Piazza Portello
Milan, Italy
7 March 2019 – Upcycle Bike Cafè, via Ampère (pm)
8-9 March 2019 – Largo la Foppa
Innsbruck, Austria
12-13 March 2019 – Marktplatz
Berlin, Germany
15-16 March 2019 – Wingwheels, Kastanienallee
27-28 April 2019 – VELOBerlin, Tempelhof Airport
Rotterdam, The Netherlands
18 March 2019 – Eendrachtsplein
Amsterdam, The Netherlands
20-21 March 2019 – Wibautstraat
Düsseldorf, Germany
23-24 March 2019 – Cyclingworld, Hansaallee
Munich, Germany
27 March 2019 – Wiener Platz
28 March 2019 – Geschwister-Scholl-Platz
Turin, Italy
30-31 March 2019 – Corso Castelfidardo
Mantova, Italy
17-19 May 2019 – Bam, Lungolago Gonzaga

Comment on this article