Imagine a cycling legend, a true icon of the sport, shifting gears to drive innovation and elevate a beloved bike brand. That's exactly what's happening as Greg Van Avermaet, the former BMC powerhouse, joins the Italian cycling company Basso Bikes as their Head of Riding Experience!
For years, Van Avermaet was synonymous with BMC, riding their bikes through thick and thin on the WorldTour circuit. From 2011 to 2021, he represented the Swiss team BMC Racing and its successor, CCC Team, achieving monumental success. Even after transitioning to AG2R-Citroen from 2021 to 2023 before his road racing retirement, he remained loyal to BMC bikes. Think of it like a star athlete who's always worn the same brand of shoes – a powerful endorsement.
His palmarès is staggering: a victory at the grueling Paris-Roubaix in 2017, numerous other prestigious Classics wins, and the ultimate prize – the gold medal in the 2016 Rio Olympics road race. He even sported the coveted Tour de France yellow jersey for a total of 11 days across multiple Tours, a testament to his consistent performance and tactical brilliance. And if that wasn't enough, he held the number one spot in the UCI rankings back in 2017, solidifying his status as a top-tier cyclist.
But here's where it gets interesting... Even after hanging up his road racing wheels, Van Avermaet's passion for cycling didn't wane. He switched to gravel racing, still riding BMC bikes, and even managed a respectable 30th place finish at the 2025 Unbound 200 – a testament to his enduring fitness and competitive spirit. This shows his commitment to the sport goes beyond just road racing, embracing the growing gravel scene.
Now, Basso Bikes, a brand approaching its 50th anniversary in 2027, is bringing Van Avermaet into the fold. And this is the part most people miss: it's not just about a name; it's about experience. Basso aims to leverage Van Avermaet's deep understanding of cycling to enhance their brand presence and, naturally, boost sales. In his new role, he'll continue racing, but now aboard Basso bikes instead of BMC. He'll also be instrumental in creating engaging brand experiences and community events, connecting directly with cycling enthusiasts.
Van Avermaet himself expresses genuine excitement about this new chapter: 'I’ve found myself in a place with people who are deeply passionate about cycling and have grown up with it; the opportunity to build this brand together with them truly motivates me. We aren’t just preparing to celebrate 50 years; we’re launching the next 50 today.’ His words highlight the collaborative spirit and long-term vision driving this partnership.
According to Basso, Van Avermaet's decision to join their team stems from a shared ambition: to propel Basso into the upper echelons of global cycling, elevate the brand's profile, and engineer even higher-performance bikes. This suggests a strategic alignment focused on innovation and competitive excellence.
Here's a controversial point to consider: Some might argue that Van Avermaet's move is purely a business decision. After all, endorsements and brand ambassadorships are common in professional sports. But could there be more to it? Perhaps a genuine desire to contribute his expertise to a brand he believes in, a chance to shape the future of cycling technology and design.
What do you think about this partnership? Will Van Avermaet's experience translate into tangible improvements for Basso Bikes? Is this a smart move for both parties, or is it just another example of celebrity endorsements overshadowing genuine product development? Share your thoughts in the comments below!
