I swear: I’m firmly convinced that cyclists are one of the worst targets you can aim for.
And do you know why?
Because they care about only one thing: riding. They don’t want distractions. They don’t drink wine, they don’t eat sweets—they prefer energy bars and gels. And their money? They spend it only to go faster on their bike.
So, if you’re not selling something that helps them go faster… they won’t even listen to you.
And let’s be honest: they’re not even that many. Every year, 8,000 people participate in the Maratona dles Dolomiti. But in 2024, there were 89 million cycling tourists in Italy. EIGHTY-NINE MILLION!
Now think about your friends: how many are really obsessed with cycling? And how many just ride for fun?
When we created Bikeitalia, we focused precisely on those who love cycling, but it’s not their whole life. And we became the most widely read cycling publication in Italian.
The same goes for the Cycle Tourism Show: we target the curious, not the fanatics. And it works.
That’s why I’ll give you a very simple piece of advice: speak to normal people who love bikes. There are more of them. And they often have more money to spend, because cycling is an expensive sport…
P.S. If you want us to help you reach these people, get in touch. We’ll talk, and I’ll explain everything in more detail.
