Basso Bikes has appointed Greg Van Avermaet as its Head of Riding Experience, marking a significant shift in the Italian brand's strategy. With a rich history spanning over 50 years, Basso is gearing up for a new era, and Van Avermaet is at the forefront of this exciting transition.
Van Avermaet, a former professional cyclist, brings a wealth of experience and a golden touch to the role. He raced for the Swiss team BMC Racing and its successor, CCC, from 2011 to 2021, achieving remarkable success, including winning Paris-Roubaix in 2017 and the 2016 Rio Olympics road race gold medal. His expertise extends beyond the race track, as he has also ventured into gravel racing, showcasing his versatility and adaptability.
In his new position, Van Avermaet will continue to race, but with Basso Bikes, rather than BMC. This move signifies a strategic shift for Basso, aiming to elevate the brand to the elite level of global cycling. Van Avermaet's role will encompass enhancing Basso's profile, increasing sales, and hosting brand experiences and community events, all while contributing to the development of high-performance bikes.
Van Avermaet expressed his enthusiasm, stating, 'I've found a home with a passionate cycling community, and I'm thrilled to build this brand with them. We're not just celebrating our 50th year; we're launching the next 50 today.' This sentiment underscores the deep connection between Van Avermaet and the Basso team, as they embark on a journey to shape the future of the brand.
The appointment of Van Avermaet is a strategic move by Basso Bikes, leveraging his expertise and reputation to propel the brand into a new era of success and recognition in the cycling world.
