Velo Media

Our Irrational Connection to Cycling Brands

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Perhaps it’s the first time seeing a Cinelli Laser, or the first time seeing a Campagnolo Delta Brake, the moment when a cyclist forms an emotional bond with a cycling brand.


These are emotions that are seemingly reserved only to cycling. They are just metal tubes bent and welded together, but they have the capacity to spark a deep emotional reaction.


What is it about cycling that makes us so helpless to need a fourth, fifth, or even sixth bike? There is no logic or reason around this topic. It’s pure emotion.


I was recently speaking with a CEO of a well-known cycling brand. We discussed how cycling brands hold a special place in people’s hearts and why this connection is critical to understanding the psychology of bike buyers.


“Buying a bike is an emotional choice. Most avid cyclists already have a bike, so they typically don’t need a second bike. You need to want it, it’s not like food or something that you absolutely need. People have busy lives, busy jobs, and they want to reward themselves with good equipment for the sport they love.”


The Bond


To understand this bond, you must understand that cycling is driven by emotion. Cycling defies logic, why would someone spend hours suffering up a climb? What kind of hobby involves this kind of self-flagellation? I believe it is because cyclists are passionate about fitness, they want to be active, and healthy. The bicycle takes them to special places and lets them meet new, likeminded people. These are the foundations of the powerful bond cyclists have with cycling brands.


Purity


Cycling is pure. It’s you, the bike, and the hill. There is nothing in between. This purity fosters the bond that we create with cycling brands. You are staring down at that down tube logo for hours on end while pushing yourself to the absolute limit. This intimacy is perhaps this is another reason for the bond we have with cycling brands.


Community


Cycling brands are a gateway to the cycling community. For better or worse, it’s an instant ticket to belonging. If you have a certain bike, then you can be assured that when you see someone else with a similar bike, kit, or equipment, they are ‘your people’.


When I began collaborating the iconic Italian cycling brand Cinelli in 2013, I was amazed at the reactions I received from people. ‘You work for Cinelli? Wow, that brand is so cool. My dream is to own a Cinelli Laser.’ The affiliation with brands can be a signal of what type of rider you aspire to be. Here are some examples: Canyon – efficiency and speed, Cinelli – design and style, Colnago – Made in Italy, Specialized – cutting edge innovation.

 

Copycat Content that Tries to Tap into these Emotions


The emotional connection with cycling brands is a powerful driving force that can be harnessed to create engaging content. But too often brands create content that is unoriginal. The same landscapes, the same drone shots, the same three people at the coffee bar. Unfortunately, these concepts have been beaten to death due to the unrelenting requirement to create more and more content on social media. I wrote about this concept at length here


I believe that this emotional connection can be the cornerstone for creating engaging content that not only promotes products but also forges a lasting bond with cyclists, but it must be original.


Cyclists reward brands with loyalty

 

The cycling industry is rife with examples of iconic brands with rabid followings.

When brands innovate and invest, cyclists will reward you with loyalty.


The most challenging part of this cycle is maintaining a strong positioning and continuing to bring new customers into the fold. This requires organization, passion, talent and above all investment.


The path is clear, but this type of recipe cannot be synthesized. It must come from a place of honesty, otherwise the cyclists can smell it, and if done wrong it can be a real turn off.