On Friday night I attended the official launch of the new Trek Factory Racing team. About 1200 fans, sponsors, Trek retailers and members of the press were in attendance at the special event held at the indoor velodrome in Roubaix. I think it comes as no surprise that they chose this location for their team presentation as their rider Fabian Cancellara secured his third victory of Paris-Roubaix less than a year ago near this venue.
The launch was a full-day event with a morning ride with fans and riders and the team presentation itself in the evening. Considering my legs, general condition and lack of bike, I opted for the evening presentation.
Heads up for Trek who are planning to build quite the fan empire with their newly launched fanclub (you can join for free here). I like how marketing has evolved and found its way into cycling. It gives fans the chance to participate in a beautiful story and I can only encourage that.
Now, time to look at my calendar and see where I can support these lovely Trek Factory Racing guys!