alvento - italian cycling magazine

On Saturday 5 April, the day before the Ronde van Vlaanderen, we organised the PiveRonde. But it's not so much about the event that I want to talk about: it sold out in a few days for the 300 places we made available on eventbride, the weather forecast is good, and we hope everything goes well. It is the type of event that I want to talk about. For a few years now, we have had misgivings about mass, super-attended events. You find yourself in the midst of a constant stream of people, each with their own thoughts and goals in their head, most of them going straight for their own way. It is the same feeling of loneliness that you get in big cities amidst so many people walking around with headphones or smartphones in hand, as opposed to the more comfortable humanity of small towns, where you greet almost everyone you meet on the street. Here, we are looking for just that. An event where, in one way or another, you cross a glance, a greeting, a few words, a joke, with all the participants, or thereabouts. In which you go home with the certainty of having truly shared your passion with others and of having done so with people with whom there is an affinity of values and lifestyle. Where at the centre of everything is the desire to cycle, to do it with friends, to discover an area and not a ranking, a result, a prize. It is also an interesting approach from a marketing and communication point of view. Being able to have direct contact with a good number of motivated people, who have chosen cycling as a means to express themselves and relate to others, is a winning strategy.  There will be quite a few alvento contributors at the PiveRonde, some on the walls pedalling, some at the meeting point, available to chat, compare notes and have a beer together. That's our idea of community: there's a lot of talk about it, it seems to be at the centre of all strategies, then in essence little happens. Meeting people who come from all over Italy (and beyond) just for the pleasure of being with us, on the other hand, we think is an important achievement. See you at the PiveRonde. words: Davide Marta

Nel frattempo a Picadilly Circus, Soho e in centro a Londra si parla di un nuovo magazine di ciclismo... * Meanwhile in Picadilly Circus, Soho and central London there is talk of a new cycling magazine... alvento - italian cycling magazine Mulatero Editore

alvento - italian cycling magazine is the No.1 Italian cycling magazine🇮🇹🚴🏻♂️. It tells the story of cycling through the protagonists, voices, amazing photos that go deep into the sport. It tells the most beautiful and exciting stories, and Mark Cavendish's masterclass is a journey worth writing about. Thanks to the alvento team 🙌🏻

Even behind a gadget/merchandising line we like to build a little story. This is the case with 'Tranquilo no pasa nada', the claim that accompanies a line of water bottles, caps, t-shirts and stickers enclosed in the 'super welcome box' that we launched just a few days ago. The inspiration came, as often happens to us, during a bike trip. In particular, this time we were travelling through Calabria to do the reportage for Destinations and we realised that there were a lot of stray dogs along the roads, quite menacing too. So we asked advice from a friend who is originally from these parts, although he has now lived in Spain for years. He told us to keep calm, to get off the bike, to put the bike between us and the dog, but above all to speak in Spanish. That's right! He claims that Spanish is softer and more persuasive and helps the dogs to calm down. Tranquilo, no pasa nada! This has to be said to dogs in Calabria (but the procedure works everywhere). Obviously this phrase became the catchphrase of the trip and we took it with us on our new merchandising line. *** Anche dietro una linea gadget/merchandising ci piace costruire una piccola storia. È il caso di 'Tranquilo no pasa nada', il claim che accompagna una linea di borracce, cappellini, magliette e adesivi racchiusi nel 'super welcome box' che abbiamo lanciato proprio in questi giorni. L’ispirazione è nata, come spesso ci succede, durante un viaggio in bici. In particolare, questa volta stavamo attraversano la Calabria per realizzare il reportage per Destinations e ci siamo accorti che c’erano parecchi cani randagi lungo le strade, anche abbastanza minacciosi. Così abbiamo chiesto consiglio a un amico che è originario di queste parti, anche se ora vive in Spagna da anni. Ci ha detto di mantenere la calma, di scendere dalla bicicletta, di mettere la bici tra noi e il cane ma soprattutto di parlare in spagnolo. Proprio così! Sostiene, lui, che lo spagnolo sia più dolce e suadente e favorisca il fatto che i cani si tranquillizzino. Tranquilo, no pasa nada! Questo va detto ai cani in Calabria (ma la procedura funziona dappertutto). Ovviamente questa frase è diventata il tormentone del viaggio e da lì ce la siamo portata nella nostra nuova linea merchandising. Mulatero Editore

'DESTINATIONS' GOES DIGITAL These days we have published the digital edition of our Destinations project. It is a highly evolved web magazine containing all 25 bikepacking trips we published in the two volumes 'Italy unknown' 1 and 2 (www.destinations.bike). The two super-magazines, published in a double Italian-English edition every year, are almost sold out: number 1 has been for a few months, number 2 is close to being sold out. The decision to create a web container is to give further life to the (very high quality) content produced for these two publications and to exploit the photographic and sometimes video heritage that does not find space in the pages of the magazine. On the one hand, an object with an important physicality: special format (27x42 cm), 130 gram photographic paper, design taken care of in every detail. Something to keep, to collect, to show to friends, to enjoy calmly on the sofa when you feel like dreaming. On the other, a dynamic system, conceived in 'mobile first' mode to be consulted even while travelling, interactive maps, downloadable gpx tracks, active links, photo gallery. Two sides and two different functions of the same type of content. We are currently working on volume 3 of Destinations and this too, once published (in early November 2024), will see the new travel proposals adapted to the digital version. From there on, the two projects will continue to dialogue, but will take independent paths.  The site will be frequently updated with national and international travel proposals independent of the print edition's index. In short, Destinations is also constantly evolving. A project realised in cooperation with Piramid Mulatero Editore

L’IRRINUNCIABILE TOURMALET Il prossimo 13 luglio, i corridori del Tour de France maschile, dopo essersi lasciati alle spalle il traguardo volante di Esquieze-Sere, sentiranno la strada impennarsi sotto le loro ruote. Sarà l'inizio di un'ascesa che ha segnato la storia del ciclismo, quella del mitico Col de Tourmalet. Una montagna talmente simbolica della Grande Boucle da essere stata affrontata ormai in più di 80 occasioni. E' una storia lunga più di un secolo, e come tutte le storie lunghe inizia con dei capitoli assai avventurosi. Prima che il Tour cominci, prima che il Tourmalet torni, ancora una volta, riscopriamola. Questo è L'irrinunciabile Tourmalet, di Marco Pastonesi, la nuova puntata del podcast Parole alvento. Spotify: https://lnkd.in/dDiE2aGJ Apple Podcasts: https://lnkd.in/dTZw8YkH

In questi giorni siamo ospiti della sede italiana di Pon.Bike Italia S.p.A. in occasione del dealer meeting annuale per tutti i marchi del gruppo, tra cui Cervélo, Focus e Santa Cruz. Ci è stato chiesto, dal reparto marketing, con cui abbiamo iniziato un intenso percorso di collaborazione, di parlare ai negozianti del nostro modo di comunicare. In una serie di speach quotidiani parliamo di trattamento delle storie, di linguaggio, di posizionamento del marchio, di connessione tra il virtuale (social media) e persone fisiche. È interessante e curioso osservare le reazioni dei negozianti - non sempre a loro agio con questo tipo di argomenti - e registrare l'approccio radicalmente diverso con cui lo stesso messaggio viene recepito e 'portato a casa'. Senz'altro un'esperienza da ripetere e approfondire. . . . These days we are guests at the Italian headquarters of Pon.Bike Italia S.p.A. on the occasion of the annual dealer meeting for all the brands of the group, including Cervélo, Focus and Santa Cruz. We were asked by the marketing department, with whom we have started an intense collaboration, to talk to the dealers about the way we communicate. In a series of daily speaches we talk about story treatment, language, brand positioning, and the connection between the virtual (social media) and physical people. It is interesting and curious to observe the reactions of shopkeepers - not always comfortable with these kinds of topics - and to record the radically different approach with which the same message is received and 'taken home'. Definitely an experience to be repeated and deepened.

In the editorial office, closing the issue of #alvento33  "We already put Pogačar on the April cover, how do we do it?" Pause for thought. "If we had lived in the era of Eddy Merckx, or Fausto Coppi, we probably would have put them on the cover even more than once. In fact, we definitely would have." Silence. Another pause for thought. "Yeah, OK. Let's do it." Tadej Pogačar for the second consecutive time is on the cover of alvento and that means many things. Number 33 brings with it a trail of memories of the recent Giro d'Italia and the cold spring that characterised the races. We chose an intimate, almost stolen photo, a tired face of a normal guy. We have no certainty that this is the last time we will put it up this year, there is no certainty with this one, there could be updates in August, and who knows, maybe even in October. Alvento 33 has gone into distribution and will be available at newsstands, alvento points and on delivery to subscribers between the end of this week and the beginning of next.

Avete già visto il video della nostra ride POP (Piverone-Oropa-Piverone) dello scorso 20 aprile? Guardatelo e vi verrà voglia di esserci al prossimo evento! Basso Bikes Mulatero Editore #alventoland 🎥 Giorgio Blanco Link: https://lnkd.in/ddub_eUf

Con l'inizio dello scoppiettante Giro d'Italia 2024 nel segno di Tadej Pogačar, siamo di nuovo on the road. Il nostro van Nerone, infatti, seguirà l'intero percorso del Giro con un team di quattro persone a bordo: Filippo Cauz, Leonardo Piccione, Michele Pelacci e Marta Bacigalupo. Saranno le voci del podcast daily GIRONIMO che tutte le sere porterà nelle case degli appassionati la voce del gruppo, dei tifosi, di ciò che sta attorno alle tappe della Corsa Rosa. Con la solita competenza, ironia e leggerezza. Potete ascoltarselo su Spotify, Apple Podcasts, Spreaker, Amazon e tutte le altre piattaforme podcast. Anche quest'anno il nostro partner in questo bellissimo progetto è Shimano! A proposito: dopo due puntate è già il podcast di sport più ascoltato in Italia! Chi volesse ascoltarlo: https://lnkd.in/drGHAcBx