Paris-Roubaix - a preview

This post originally appeared on Cyclismas

The Arenberg

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The third monument of the season is over us, the famous Paris-Roubaix. This race sets a dot to the hardest week of the whole calendar, with de Ronde at the beginning of the week.
The two races are almost equal in terms of length, around 260 km each. So, what is the difference?

The basics
The cobbles in Paris-Roubaix are totally different than those at Flanders. The cobbles in Flanders are smaller and more squared, they are also located on a smooth surface with some sort of systematic plan behind them. They rattle your handlebars pretty bad still, coming into them at 60 km/h. The main difference though, is the space between the cobbles. While the cobbles in Flanders are pretty neat lined up, the cobbles in Paris-Roubaix seems like something kicked randomly out of the back of a truck (something they are). The distance between the cobbles combined the the sheer size of them, makes the difference. That, and the fact that this year's edition of Paris-Roubaix gives you total 51,5km of cobbled sections. Although the cobbles hit you after a solid 97,5km of cycling, they don't give you any chance of recuperating once they start. There are about five to six stones per meter, the vibrations shoots right through the legs, spine, arms, neck and shoulders so hard and so fast that blood does not circulate as freely as before, adding to the fatigue.

The cobbles are classified into based on difficulty by the race director. Two of the most famous cobbled sections, Trouée d'Arenberg and le Carrefour de l'Arbre, are both ranked highest difficulty.
It's not easy sitting on someone's wheel through the cobbled sections, at least not over those with the highest difficulty. You have to balance eyesight to drag and if there is one place you really need to watch your step, it is over these cobbles. If someone asked me to describe Paris-Roubaix with one word it would be brutal.

The fight
As you all know, the positioning before the cobbles is crucial, making the pace incredible fast the last 10km or so approaching the cobbles. Every captain will want to be at the front so the race is on with swearing, snorting and elbows several kilometres prior to the cobbles.

The margins

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Favorites
Five stars: Tom Boonen, Pippo and Ballan - all performed very well last week at Flanders with Tommeke as the obvious fav. However, Paris-Roubaix doesn't care for favs so anything can happen.
Four stars: EBH, Thor Hushovd - Edvald Boasson Hagen performed well at Flanders and is even better at the flat cobbled race. Hushovd's has been struggling with disease but says his form is coming.
Three stars: Paolini, Sep Vanmarcke - Paolini is a strong rider in the classics, often not labeled a fav but has performed well lately. Sep is Garmin's hope, one of the few who has out sprinted Boonen (something Boonen is very aware of me thinks) and he has several good placings in semi-classics, making him a clear outsider to this year's Paris-Roubaix.

Normally, Cancellara, Leukemans, Breschel and Sagan would have been additional contenders but they are all out.

Summary
One of the season's absolute highlights is over us, several top contenders is out but who cares. This is the most brutal race of the season, totally unforgiving. And, one factor I haven't mentioned yet is the weather which can turn this race upside down. I say; bring it on.

BMC - the pressure is building

The World Tour circus has been ongoing for one and a half months now, travelling from Down Under to Asia and the Middle East. The riders have enjoyed some nice weather and been riding with their new kit, some with their new team for the very first time. Some teams have been winning "every race" (as I wrote here) while others have yet to open the champagne.

Worried yet?

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Winning is contagious
Yesterday I talked to Mads Kaggestad, former Credit Agricole, on twitter. He mentioned that the pressure is now on for the big teams who have yet to win. I support this fully.
Of course, the riders on teams that haven't won anything yet will shrug the shoulders, look distant and say that "the season is still young" or that "the goals are the classics" and so forth. But, beneath all that, I suppose there is a tiny piece of uncertainty building. Nothing big, nothing you'll loose sleep over. Yet.

Thing is, big teams have big riders. Big riders get the support, meaning that "less experienced riders need to seize the possibilities", as Kaggestad said. So far they have not, meaning that the team's stars need to step up to do the job and win. After all, that is what they are paid to do.

Take BMC, having last years WC, tour winner, and rider of the year. The pressure on these guys is intense. Luckily, the three of them have been in the spotlight before and are familiar with pressure and how to deal with it. Have in mind, being mentally strong has nothing to do with being emotionless or "switched off", it is how you deal with pressure.

Solutions
There are many things one can do to deal with this, in my work I see this all of the time. Getting on the offensive and in that "zone" is critical, over-analyzing the preparations, the training and the team, are just some examples of how not to do it. Hopefully, staff and riders have been in situations like this before and have a strategy to cope with it or race coaches who are trained to work on these matters. Let's not forget another fact in favour of the stars; having adjusted your form during the better part of a decade helps too.

Summary
The season has been on-going for nearly two months now. Teams like OP-QS, Lotto, Sky and LIQ have all nailed a victory or three each, bringing the riders' shoulders down and creating smiles all around. Meanwhile, other big teams, like BMC has yet to prove themselves. This may lead to pressure building, both within the team, from sponsors and from fans. Will discipline remain? Who has the mental strength to perform? Only time will tell. 

BMC training camp video compilation

It's the season for pro teams training camps. For some riders it is the second training camp with their new team, for others the very first. The nervous first chatter is (hopefully) over by now and the first 6 hours training rides are accounted for. The team is divided into groups depending on goals, social reasons, leadership reasons, season plans or simply due to transfer of experience.

Team BMC has been in Calpe, Spain for several days now, building the team by merging the different riders and staff together. The team to the very dynamic Sean Weide has made many videos from the camp, i have gathered some of them below. Like last year, Team BMC use social media well, in addition to releasing videos on their YouTube channel, they also have an audio line.

Here you can watch some of their latest videos for some insight in the training camp:

Hushovd's move to BMC - punishment in place?

Yesterday Team BMC and reigning World Champion Hushovd confirmed the rumours that have been debated in the cycling community - he leaves Garmin-Cervelo for BMC. Hushovd signed a three year deal and will be closely followed during training in Monaco, something he says was important to him. At the same time, this indicates that he wasn't given the same follow-up while in Garmin. Team BMC will have people supporting Hushovd at several key training periods in Monaco, with a designated team car pacing him in the hilly mountains surrounding Monaco.

Hushovd's arrival at Garmin was debated back in the day, and many questioned tha fact that there were too many leaders in competing positions, something that could ignite some confusion within the team. I wrote a post about this in April, you can read that here.

Solo wins from Hushovd - a sight we'll be familiar with?

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The Vuelta
Last year, Hushovd did what many sprinters do, used the Vuelta as spesific training towards the Worlds. We all know how that went. Hushovd's personal coach told me before the season that Hushovd and he had three peaks as target for the 2011 season: the first week of April (RVV & P-R), the Tour and the Worlds. The two of them have identified that the Vuelta is a key factor for building and peaking the race form for the Worlds. Earlier this week, Hushovd's personal coach, Atle Kvålsvoll, said to procycling.no that he fears Hushovd will be punished for not continuing riding for Garmin. Kvålsvoll says that if Hushovd's not allowed to race the Vuelta, the US Pro Cycling Challenge is a possible alternative.

However, as of yet, nothing is decided. Jonathan Vaughters has not commented on the matter. The fact that Hushovd did a superb tdf and is the WC could mean that his position in the Vuelta is secure, but history says that riders who won't contribute next year isn't always getting their number one priorities. Vaughters has been clear that in Garmin-Cervelo, the word "team" is the most important one, not individuality. Will Vaughters prioritize to have sprinters leaving the Vuelta half-way, or focus on a possible top five GC? On the other hand, the organisers and team sponsors will probably want the reigning WC in the Vuelta for publicity.

I guess time will tell.


Photocredit: Sirotti, downloaded here.

Cycling teams and social media - why BMC stands out

For those returning readers, will probably recognize Dale Carnegie's book how to win friends and influence people of 1937.  It is considered a bible for communicators and marketing advisors and I mentioned this book in an earlier post. Why do I bring that one up now? Classic literature is special to me. Not that I don't like the writers of today, but imagine a book that has survived 500 years, still being read by hundreds of thousands of people, tells me that book has to have something very special to say. Machiavelli, Hobbs, Popper are still read today, by students, leaders and all sorts of people really.

The good old days

Now, marketing has evolved the latest years. This is a natural thing and it's why consultants and people in the PR-business charge as much as they do, they are supposed to give their clients the upper edge.
Much water has run under the old bridge since the internet came. Back then, companies hired some geeky teenager, still living in his/her parents' basement, to build a website. And that was basically it. Now, with the social media hype, things are different. I will not bore with the obvious technical details, like that people are online 24/7, and everybody has a facebook account, but it's all about expectations.

Picture downloaded on http://www.napleswebdesign.net/tag/advertising/

The code
Expectations can take many forms. They can be given, presented to you if you like, also known as advertising, and they can be expressed to others, like a dialog. There are others as well, but I'll leave them for now.

Social media is about dialog, it's branding, it is meeting other people's expectations, on his/her terms. Brands use this to meet a strategy within communication and/or marketing, but it's not that this is all controlled, dark and with a purpose. It is to all's best. Imagine the distance that existed between teams and fans earlier. The only chance to get info from a team was to go to a race and hang around the team bus, to be a journo, or buying cycling magazines. Nowadays, it's merely a tweet away.


Transparency, openness, availability, interaction, fans oriented. These are all the buzz words of today and you will probably recognize most of them on the communication strategy every team have. Or do they? Do teams prioritize social media today? Based on a quick check on different websites, no. Team Sky have a nice website, it's clean and tidy, some nice technical extras like pictures turning color from B/W.

The good, the bad and the best
Teams are of course on twitter, and based on their followers, popularity varies. On the other hand, I'm more concerned with quality rather than quantity, so I'm not judging based on followers.

As I mentioned, meeting fans and journos on what they experience as their home turf, on their terms, is key. Teams who use their twitter feed only to send out results, only to retweet their riders' tweets and don't follow anyone else, is not doing the trick. Personally, I think Lampre's feed is like that, to some extent Katusha as well. If I want results, I go to Cyclingnews.com. No, I want to know other things, as a fan and as a consumer, I want to be met and being seen by teams. How else can I bond with them?
One team who really have shifted their social media strategy is BMC. I tweeted about this yesterday, and instantly, I got feedback from other fans thinking the same. Shauna Staveley tweeted me and said that she believed this is the work of Sean Weide, who tweets under this account.

BMC interacts, they have a strategy behind their work, no doubt. They are available, they interact with fans when the feedback is positive or negative, and very important; they have interesting stuff they tweet about. Small videos, behind the stage info, all the small things I like to know. They also have a strategy towards journos, mentioning journos by twittername and involving themselves with them. It's all natural and open so I don't have a problem with that. Human nature is human nature whatever the person do for a living, so that is fine. Combining info with tech, good pictures from pro photographers gives an impression of professionalism.

So other teams, look and learn. BMC is the new leader of the pack and other teams: It's okay to peek and learn.

Team BMC lead the way - for now

   
What team do you think is the best utilizing social media today?