The giro - the core and the beauty

There is something about the giro. For many years, my focus was solely on the tour and the classics.  The standard way of approaching the sport as a fan, I suppose. But as in-depth knowledge and interest increases, so does the horizon, right? The sport is constantly evolving, races started as a mean to sell newspapers now evolved into multi-million dollar arenas for business, brands and R&D. All rather neatly tied together in an eternal battle, organisers vs organisers, town vs. town and country vs. country. To the enjoyment for thousands of fans all over the world.
Many have written their reviews of the giro 2012, and probably way better than me so I felt a need to do something a little different, I wanted to explain why the giro has become dear to me.

Development on all sides
For many, being the little brother is a constant struggle, always struggling to gain the upper hand. For others, being that kind of brother is all good, being the "attacker". After all, choosing to set a new course is a lot easier with a small organisation than a big one. I don't know if or how the organizers behind the Giro, the RCS, felt during the years. Plus the fact that the RCS really are not a small organisation as a whole. Just take a look at some of the interests they have on this "wheel of fortune".

Wheel of fortune 

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The giro organisers have set a new course. Those of you who know this blog have probably seen the interview I did with giro boss and twitter nice guy Michele Acquarone before he became giro general, as well as the one with marketing and communication manager for the giro, Marco Pansana. In these interviews we get to know more about the individuals working there and the ideas that formed into strategy for the RCS.

True to the core
For what is worth the giro hasn't changed much. From the outside that is. Still considered the second largest of the GTs, still taking place in Italy (mostly), and it features many of the climbs the race has given us epic memories from. So far so good. In business, this is called "true to the core". The giro has found its place so to speak. It is not the pinnacle of the sport, that is obviously the tour, but why pick a fight when there is plenty for both? 

As Acquarone tweeted earlier; "the giro is the toughest stage race in the world." How is that for a vision? I'm sure it will have an appeal to riders, not only the ones originating from Italy. It can tip both ways, as the RCS learned during and after  the 2011 edition of the race, which ended in Zomegnan's exit. The RCS claims to have found the balance this year, but still say the giro is "the toughest race in the world's most beautiful place."
As a sidenote I remember a conversation I had with the eminent photographer Jered Gruber during RVV. Knowing that Jered is deeply connected to G'bergen I asked what he thought about the route change this year. His response was something like this: "It's not that I disagree with the changes, it should change from time to time, but there are so many other beautiful places in Belgium!" This is one of the many challenges an organiser face, how let people (the TV viewers) see different parts of the country, while being true to its core?

Much have been said about the RCS' social media strategy, and I see no point in repeating my post from before. The basics is that they have made themselves available, both to me who has interviewed some of them, and to everyone else. Not only clever and by no doubt a strategic choice, both interviews and everything else they do related to media, but at least they are open about it.
Being able to navigate in the technological landscape of today will benefit the RCS, reaching out to fans and communicate with them will strengthen both the brand, build loyalty and keep the interests from fans without much hassle than a mobile phone. At least I have kept my interests in the giro and even wanting to learn more.

Seeing is believing
Another reason I like the giro because of the country. Being one of cycling's holy grails, Italy has been a home to not only champions but bike manufactures for decades. Some of the finest riders the world has seen origin from Italy, Coppi, Bartali, Binda and Moser to mention a few. Historical climbs and roads frame a race from a spectator point of view, bringing the Dolomites, Alps and Apennines to the TV. Breathtaking scenarios, spectacular descends. However, I truly believe the RCS can learn a lot from Jean-Maurice Ooghs, the gentleman responsible for the TV images from the tour. With 260 cameramen, 2 control rooms (one international), 4 helicopters, 5 motorbikes 1 aeroplane and 27 TV cameras the possibilities to get more out of the lenses then previous years should be there.

With the news today that RCS may be sharing tv rights money with teams, this economical aspect should have high focus. As the eminent INRNG once wrote, the majority of the viewers don't tune for the cycling but for the scenery.

The Dolomites

Photo by Rüdinger Kratz, downloaded here.

With as much as 2085 (2011 numbers) media representatives present, divided as 1021 accredited journalists, 433 photographers, 371 operators and 260 TV-radio operators, a big chunk of the effort needs to be to take care of those. The last thing an organiser wants to deal with angry and fed-up journos.

Culture, food art and fashion
These are some of the things I associate with Italy. These are matters I hope the giro is able to provide during the three weeks of racing. Because the giro, to me at least, is far more than just racing. Small clips from Italy's hidden treasures, with famous food, small mountain villages and white roads will without doubt boost my interest and enthusiasm to Italy as a place for my future vacation. With a slogan saying the world's most beautiful place, it sort of commits, doesn't it? Development in business says that those who are able to combine two or more specialities and use the synergy effects, will make it big. So that's next then, combining fashion, TV image rights, food, art and culture.

Summary
I have much respect for the organisers of the giro, not only because they have been available for me and every other cycling fan, but because of a mix of different things. They have managed to find their place which they seem to be standing comfortable in, being true to their core but still keeping a modern touch. A balanced giro with time bonuses in the beginning of the race will amp up the sprinters, giving a extra touch to the race. I'm hoping to be able to get to the opening, after all it takes place in Denmark. The giro might find it useful to really take advantage of the possibility to showcase the whole country. Displaying culture, art, geography, food and fashion needs to be taken seriously too.

Contador advertising more than ever

There is a difference between pay and income for cyclists. As described earlier by the always to the point INRNG, the average annual salary for cyclists is €264,000. Of course, this does not reflect reality. Only a handful of the riders earn this kind of money, and then I haven't even described the financial situation for the female riders.

Riders need to make money doing other things beside just riding bikes, after all, prize money and image rights aside, there is more money in advertising and personal deals and sponsorships. I'll write more on that later, on the new blog.

Today I learned that Geraint Thomas is doing an advert for wristbands, that is so last year, isn't it?

Another thing I learned today was that Alberto Contador may be banned from cycling, or at least banned from competing, but I seem to notice Contador everywhere I look these days. Is the man more popular among (Spanish) companies than ever? Some would say he probably need the money now more than ever before, with the legal bills he had the last couple of years.

You all have seen the pictures of Omega Pharma- Quickstep advertising for pillows? Here you have Alberto Contador advertising for a mattress:

Something new is on the horizon...

Please be patient...

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.