Basso, the Italian bicycle manufacturer, has appointed former Olympic champion Greg Van Avermaet as its new Head of Riding Experience. The appointment marks the newest development for the family-run company as it prepares for its 50th anniversary.
Based in Bassano Del Grappa, Italy, Basso has produced road and gravel bicycles since 1977. It remains one of the few private, family-run bicycle manufacturers in the country.
In his new role, Greg Van Avermaet will work directly with the research and development team at Basso to translate his professional racing experience into technical innovation. He will also represent the brand at global events and lead community rides.
Greg Van Avermaet said “Basso has spent nearly 50 years perfecting the riding experience. I’ve spent my life chasing that ‘Gold’ feeling, the moment the machine disappears and everything just clicks. As Head of Riding Experience, I’m here to bridge those two worlds and lead Basso’s product evolution.”
He added “We aren’t just preparing to celebrate 50 years; we’re launching the next 50 today.”
Known as ‘Golden Greg’ following his road race victory at the Rio 2016 Olympic Games, Van Avermaet’s career includes winning Paris-Roubaix in 2017 and holding the yellow jersey at the Tour de France for 11 days. He finished the 2017 season at the top of the UCI World Ranking.
Leonardo Basso, Marketing and Product Manager at Basso said “For anyone who grew up with cycling, Greg Van Avermaet is more than just a champion; he’s a benchmark.
“While his palmarès is legendary, it’s his aura that truly stands out. By working closely with him, we can translate that soul into our development process, continuing to elevate the riding experience.”
The move signifies an effort by the brand’s leadership to appeal to a new generation of cyclists while maintaining its heritage of Italian craftsmanship.
