The Great Britain Cycling Team and Elite have joined forces in a four-year agreement that will see the Olympic and Paralympic cycling squads supported by Elite up to and beyond the LA 2028 Games.
Running until 2030, the partnership will support GBCT riders across the Performance Pathway in all seven Olympic and Paralympic disciplines with Elite turbo trainers, bottles and training rollers.
Elite is part of the brand portfolio under UK distributor Madison, which has maintained a partnership with British Cycling since 2014.
Stephen Park CBE, Performance Director for the Great Britain Cycling Team, said “It’s fantastic to formalise our partnership with Elite, having been fans of their products for a long time. As a brand steeped in history and legacy, that describes itself as ‘a company that very much does things its own way’, Elite truly aligns with the values and approach that we follow in the Great Britain Cycling Team.
“Cycling is a complex sport and requires a lot of kit and equipment both during training and in competition, and working with a brand our riders value and trust will help us get them to the start line with the best chance of success.”
Nicoletta Sartore, CEO of Elite, said “To stand alongside the Great Britain Cycling Team is a proud moment for Elite. This is a team with a history that speaks for itself, but also with a clear vision for the future, and we are honoured to support their riders on the road to LA 2028 and beyond.
“What we value most about this partnership is the trust behind it. Our trainers, bottles and training equipment will be used in the moments where performance is built quietly, day after day. For a company like Elite, born from cycling and still driven by the same passion for the sport, that is exactly where we want to be.
“This partnership also has a special meaning because of our relationship with Madison in the UK. Madison has helped bring Elite closer to the British cycling community for many years, and we are proud that this shared work can now support the preparation of the Great Britain Cycling Team’s Olympic and Paralympic riders in the years ahead.”
