1/21/2013 - NEWS!

Cannondale Pro Cycling Team and FSA

FSA Staff Report - Cannondale Pro Cycling Team Launch



The Cannondale Pro Cycling Team unveiled the 2013 team bikes and jersey with a spectacular show in Hollywood.

This year is important for FSA - we are continuing to supply the team with the FSA cockpit (handlebar, stem and seatpost), but new for 2013 the team will also ride Vision Wheels. Having tested the new equipment the riders were really impressed, in particular with the wind tunnel data and have chosen to ride Vision wheels throughout 2013.

FSA staff were in Los Angeles with the new team to witness the realization of a long-term goal and the culmination of a lot of hard work in getting Vision wheels into the World Tour.

FSA arrived on 11th January to prepare for the launch and to spend some time with the riders. Their feedback is vital in product development and this presented a great opportunity to hear first hand their experiences and thoughts, work with them to fine tune the products and present custom options if necessary.

We checked the bikes and components so that everything was in order for the launch on Saturday in Hollywood, while the riders went to Paramount Studios for a rehearsal.

In the evening we treated them to a true Italian dinner at one of the finest restaurants in Beverly Hills, the Via Alloro. It’s a true Italian for the connoisseur, as most of the riders clearly are – they know their pasta.

It was a great evening getting to know the riders, but not a late evening as we all knew that Saturday was going to be a long, hard day for everyone.

Saturday saw the preparations go up a notch or two and an early start to prepare the Lounge in the studios – FSA and Vision sponsored the bar, the “Liquid Lounge”, so most of the day was spent working to customize it for the VIP guests later that night. The results were worth it, the place looked great. 

VIPs, cameras, paparazzi, champagne… The riders arrived in a stretch limousine and walked in on a red carpet. They looked every inch the stars, elegant in black tie and a world away from the usual team lycra and tracksuits. They captured the attention of everyone.

The show then moved in to the theatre so the event could really get going!


Cannondale created some great videos for the launch:

To start the show and grab the attention of the audience Cannondale presented some light hearted videos featuring the riders:

Cycling legend Bob Roll introduced the Cannondale Pro Cycling Team riders and the staff and you can take a look at the video of the presentation here:

Bob Burbank, Global GM Cannondale, was interviewed and spoke about his passion and the history of the team. It’s another interesting video to celebrate the history of the Cannondale team:

The moment that perhaps got the best reception was the video of Peter Sagan and his Forrest Gump impression. After his Tour de France celebration last year, Cannondale created this movie:

At the end of the presentation all the guests were invited to take a tour of Paramount Studios and then move to the Streets of New York FSA party! We were there to give a warm welcome and our Liquid Lounge proved to be a great hit.

Outside and “on set” there were street food stalls, sofas, tables, the perfect venue for a packed house listening to the tunes of DJ Mick Boogie.

The after-party was at the Mondrian Sky hotel, but it went ahead without FSA, as the following day we needed to be on hand for the riders and journalists.

Sunday was the final day with the team. We set up camp outside the team hotel in order to assist the riders and media with FSA and Vision products but first showed them a presentation of all the new products they will be using in the forthcoming season. The riders also got to talk about the product and their choices for the year ahead to the media – great exposure for FSA.

This was a really important preview for the press as the products will only be presented to the market in March.

The Journalists then left to go for a ride. That wasn’t the end though! We provided their Sunday lunch and had prepared a huge customized cake for all the guests.

The cake was delicious and enjoyed by all the guests as we continued to chat to them about FSA and the year ahead. The schedule for the riders was tight and they soon had to leave with their mechanics for another ride with the world’s press.


Before leaving for the ride, Peter Sagan put on a short but great show for the crowd. He was a consummate pro and the crowd loved it.


As the day comes to an end we had to leave for the airport. Tired definitely, but incredibly satisfied with the days spent with the Team, the Cannondale staff and the riders. We are so very proud to be a sponsor of the Cannondale Pro Cycling Team for 2013 and to be part of this “big family”. The relationship with the team is really exciting and we’re all looking forward to the season ahead - confident that they’ll perform well especially now they’re riding on FSA and Vision!



Gloria Radaelli
Marketing Manager FSA



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