Cycling team a source of pride for California Giant
Cycling team a source of pride for California Giant
WATSONVILLE, CA -- Whether competing in a race or exercising alone on a lonesome back road, cyclists wearing the uniform of Watsonville, CA-based California Giant are expected to carry themselves in a manner befitting the company they represent.
Riders from the elite team and local riders from the masters team came out to the Watsonville area Jan. 20-22 for training - both for racing and representing.
As a sponsor to the riders, Cal Giant gives them some guidance on how to behave and best represent the company "when wearing our colors," said Anthony Gallino, vice president of sales for Cal Giant and a member of the masters team. An employee of Cal Giant, Mr. Gallino is an exception: None of the elite team riders are employees of Cal Giant. Mr. Gallino is joined on the masters team by Dan Nicola, Cal Giant's chief financial officer.
The elite team -- whose 13 members mostly live throughout California -- ride for the California Giant Strawberries/ Village Peddler elite cycling team. Village Peddler is a bicycle shop in Larkspur, CA.
In 2005, the California Giant Strawberries/Village Peddler elite cycling team won its first U.S. National Race Calendar event at the Cascade Classic, scored third-place finishes overall at both the Redlands Classic and the Mt. Hood Stage Race, and had 12 other victories. U.S. National Race Calendar attracts the top pro teams. Cal Giant's 2006 team has added experienced riders from the professional ranks.
"We try to pick up young riders, ages 18 to 22," Mr. Gallino said. "The elite team is more exposure for us." Elite riders are ages 18 and up. Masters team riders are ages 35 and up.
There are not a lot of Lance Armstrongs in cycling -- most of the riders aren't making a lot of money, Mr. Gallino said. But Cal Giant's sponsorship defrays the costs of competing and training for these athletes. Most of the riders hold down jobs - such as working as a personal trainer - that allow them to travel for competitions and to allot time for extensive training. While on their recent visit to Cal Giant, elite and masters team members pedaled through the back roads of surrounding towns on training sessions that lasted up to six hours. Stage races typically are anywhere from 80 to 110 miles long.
Cal Giant has been sponsoring cycling for more than five years to support fitness; this is the third year of sponsoring the elite team. There also is a junior team for ages 14-18. Cal Giant doesn't pay its riders but covers such costs as transportation to and from events. The total cost for California Giant to support three teams is between $30,000 and $50,000 annually, Mr. Gallino said.
"The message is one of wellness and a healthy lifestyle," Mr. Gallino said. "If there's a race in an area, we like to tie in in-store demos and pass out strawberries." Three "major retailers" have signed on to host such in-store demos, Mr. Gallino said. The riders typically exercise on a stationery bicycle at these events and are available to sign autographs and talk to customers.
Cal Giant's sales and marketing team works with retail buyers to promote cycling along with their premium Cal Giant strawberries. Retail promotions in 2006 will promote health and fitness with an emphasis on the American Heart Association. Cal Giant has received approval from the American Heart Association's food certification program to use the "heart check" symbol with its fresh strawberries.
For 2006, the elite team also is supported by Specialized for bicycles, components, shoes, helmets and glasses; Squadra Team Gear for clothing; FRS Plus nutritional products; PureFit nutrition bars; Crank Brothers pedals; Showers Pass technical rain gear; DeFeet socks and base layers and Red Bull energy drink.
Riders from the elite team and local riders from the masters team came out to the Watsonville area Jan. 20-22 for training - both for racing and representing.
As a sponsor to the riders, Cal Giant gives them some guidance on how to behave and best represent the company "when wearing our colors," said Anthony Gallino, vice president of sales for Cal Giant and a member of the masters team. An employee of Cal Giant, Mr. Gallino is an exception: None of the elite team riders are employees of Cal Giant. Mr. Gallino is joined on the masters team by Dan Nicola, Cal Giant's chief financial officer.
The elite team -- whose 13 members mostly live throughout California -- ride for the California Giant Strawberries/ Village Peddler elite cycling team. Village Peddler is a bicycle shop in Larkspur, CA.
In 2005, the California Giant Strawberries/Village Peddler elite cycling team won its first U.S. National Race Calendar event at the Cascade Classic, scored third-place finishes overall at both the Redlands Classic and the Mt. Hood Stage Race, and had 12 other victories. U.S. National Race Calendar attracts the top pro teams. Cal Giant's 2006 team has added experienced riders from the professional ranks.
"We try to pick up young riders, ages 18 to 22," Mr. Gallino said. "The elite team is more exposure for us." Elite riders are ages 18 and up. Masters team riders are ages 35 and up.
There are not a lot of Lance Armstrongs in cycling -- most of the riders aren't making a lot of money, Mr. Gallino said. But Cal Giant's sponsorship defrays the costs of competing and training for these athletes. Most of the riders hold down jobs - such as working as a personal trainer - that allow them to travel for competitions and to allot time for extensive training. While on their recent visit to Cal Giant, elite and masters team members pedaled through the back roads of surrounding towns on training sessions that lasted up to six hours. Stage races typically are anywhere from 80 to 110 miles long.
Cal Giant has been sponsoring cycling for more than five years to support fitness; this is the third year of sponsoring the elite team. There also is a junior team for ages 14-18. Cal Giant doesn't pay its riders but covers such costs as transportation to and from events. The total cost for California Giant to support three teams is between $30,000 and $50,000 annually, Mr. Gallino said.
"The message is one of wellness and a healthy lifestyle," Mr. Gallino said. "If there's a race in an area, we like to tie in in-store demos and pass out strawberries." Three "major retailers" have signed on to host such in-store demos, Mr. Gallino said. The riders typically exercise on a stationery bicycle at these events and are available to sign autographs and talk to customers.
Cal Giant's sales and marketing team works with retail buyers to promote cycling along with their premium Cal Giant strawberries. Retail promotions in 2006 will promote health and fitness with an emphasis on the American Heart Association. Cal Giant has received approval from the American Heart Association's food certification program to use the "heart check" symbol with its fresh strawberries.
For 2006, the elite team also is supported by Specialized for bicycles, components, shoes, helmets and glasses; Squadra Team Gear for clothing; FRS Plus nutritional products; PureFit nutrition bars; Crank Brothers pedals; Showers Pass technical rain gear; DeFeet socks and base layers and Red Bull energy drink.
