Pitti Immagine’s inaugural foray into the cycling world, BECYCLE, concluded with success. Over three days (June 26-28) at Stazione Leopolda, in Florence, BECYCLE showcased the multifaceted nature of cycling, and plans are already underway for an even richer format and new dates for the future
From Pitti Uomo to Pitti Bimbo, Pitti Filati to the brand-new BECYCLE, June has been a month of extraordinary events for Pitti Immagine. This latest addition to their impressive and diverse portfolio now joins other thematic experiences like Taste, Testo, and Fragranze.
Organized in just 100 days, BECYCLE’s debut from June 26-28, 2024 at Stazione Leopolda, coincided with the historic Grand Depart of the Tour de France from Florence. This unique timing offered a perfect opportunity to introduce a new, vibrant format to the cycling world.
“From the moment we conceived this idea, bolstered by feedback from companies and industry insiders, we never looked back,” said Raffaello Napoleone, CEO of Pitti Immagine. “We were fortunate to have partners, like Rouleur, who helped shape and realize our vision. Today, we have a much stronger team than when we started, and without it, we couldn’t have achieved this feat.”
The charming spaces of Stazione Leopolda, elegantly arranged by architect Alessandro Moradei, hosted renowned brands such as Colnago, De Rosa, Campagnolo, Passoni, 3T, Pard, Q36.5, Nalini, Northwave, Sidi, Cervélo Cycles, and Assos of Switzerland.
Destination exhibitors brought their unique experiences: Regione Toscana, Regione Basilicata, Regione Emilia-Romagna, Regione Piemonte – Ente Turismo Langhe Monferrato Roero, Regione Veneto, Valtellina, Varese Do You Bike?, and Gran Canaria. Eroica and stories from Ediciclo Editore added further depth. Both exhibitor groups gave strong feedback and praise for BECYCLE's debut. “We appreciated not just their positive notes, but also the willingness to collaborate on developing the format and making BECYCLE the must-have event for the cycling world,” added Agostino Poletto, General Manager of Pitti Immagine.
The event was enriched by partners like Enervit, Rouleur's Airstream, and PITTI Mags, Pitti Immagine’s blue newsstand featuring the finest cycling culture magazines, sports, fashion, art, design, travel, food, and lifestyle.
“We wanted to make it clear from the start why BECYCLE is different from existing cycling events. That’s why so many brands trusted us from the beginning. There’s the experience and positioning of Pitti Immagine, of course, but more importantly, our way of treating the bicycle as a cultural phenomenon that spans various worlds and branches. Brands, destinations, champions, media, opinion leaders, designers, enthusiasts, storytellers, and more: BECYCLE is, and will be, the home for everything related to the bicycle world, in its constant evolution”, said Poletto.
BECYCLE's first edition saw a growing public response over its three days, hosting top cycling names like Vincenzo Nibali, Paolo Bettini, Alessandro Ballan, and icons like Sir Paul Smith and Italian radio speaker Linus. “We also had many contacts with active riders who are still in the World Tour peloton, but the proximity of the Tour’s start prevented them from joining us this time. We’re confident we’ll meet many of them in the near future,” added Poletto.
Looking ahead, BECYCLE's future includes an almost certain date change: “We couldn’t miss the opportunity of the Tour’s start from our Florence, but we believe – and the sector confirms this – that there could be more favorable options for companies and destinations in the future. We’ll soon meet with our exhibitors to set the date for 2025,” added Poletto. The panel of events dedicated to cyclotourism and destinations was also rich and high-profile: with data, itineraries, travel, and wine tourism among the topics, this area of BECYCLE received wide appreciation, thanks to guests like Michil Costa, Giancarlo Brocci, Gabriele Gorelli, Andrea Borchi (Tuscany Trail), Manuel Marsilio (CONEBI), Piero Nigrelli (ANCMA), and many more, and is set to grow further.
A significant milestone was achieved with over 250 accredited media representatives present at Leopolda to discover the new BECYCLE format. Pitti Immagine entered the cycling sector through the main gate, immediately positioning itself as a top player. “Now the international media know us, and this will facilitate the promotion and communication path leading to the next edition. We have work to do, and the format will be refined and further integrated, but BECYCLE's first experience leaves us very optimistic about what’s to come,” concluded Poletto.
Organized in just 100 days, BECYCLE’s debut from June 26-28, 2024 at Stazione Leopolda, coincided with the historic Grand Depart of the Tour de France from Florence. This unique timing offered a perfect opportunity to introduce a new, vibrant format to the cycling world.
“From the moment we conceived this idea, bolstered by feedback from companies and industry insiders, we never looked back,” said Raffaello Napoleone, CEO of Pitti Immagine. “We were fortunate to have partners, like Rouleur, who helped shape and realize our vision. Today, we have a much stronger team than when we started, and without it, we couldn’t have achieved this feat.”
The charming spaces of Stazione Leopolda, elegantly arranged by architect Alessandro Moradei, hosted renowned brands such as Colnago, De Rosa, Campagnolo, Passoni, 3T, Pard, Q36.5, Nalini, Northwave, Sidi, Cervélo Cycles, and Assos of Switzerland.
Destination exhibitors brought their unique experiences: Regione Toscana, Regione Basilicata, Regione Emilia-Romagna, Regione Piemonte – Ente Turismo Langhe Monferrato Roero, Regione Veneto, Valtellina, Varese Do You Bike?, and Gran Canaria. Eroica and stories from Ediciclo Editore added further depth. Both exhibitor groups gave strong feedback and praise for BECYCLE's debut. “We appreciated not just their positive notes, but also the willingness to collaborate on developing the format and making BECYCLE the must-have event for the cycling world,” added Agostino Poletto, General Manager of Pitti Immagine.
The event was enriched by partners like Enervit, Rouleur's Airstream, and PITTI Mags, Pitti Immagine’s blue newsstand featuring the finest cycling culture magazines, sports, fashion, art, design, travel, food, and lifestyle.
“We wanted to make it clear from the start why BECYCLE is different from existing cycling events. That’s why so many brands trusted us from the beginning. There’s the experience and positioning of Pitti Immagine, of course, but more importantly, our way of treating the bicycle as a cultural phenomenon that spans various worlds and branches. Brands, destinations, champions, media, opinion leaders, designers, enthusiasts, storytellers, and more: BECYCLE is, and will be, the home for everything related to the bicycle world, in its constant evolution”, said Poletto.
BECYCLE's first edition saw a growing public response over its three days, hosting top cycling names like Vincenzo Nibali, Paolo Bettini, Alessandro Ballan, and icons like Sir Paul Smith and Italian radio speaker Linus. “We also had many contacts with active riders who are still in the World Tour peloton, but the proximity of the Tour’s start prevented them from joining us this time. We’re confident we’ll meet many of them in the near future,” added Poletto.
Looking ahead, BECYCLE's future includes an almost certain date change: “We couldn’t miss the opportunity of the Tour’s start from our Florence, but we believe – and the sector confirms this – that there could be more favorable options for companies and destinations in the future. We’ll soon meet with our exhibitors to set the date for 2025,” added Poletto. The panel of events dedicated to cyclotourism and destinations was also rich and high-profile: with data, itineraries, travel, and wine tourism among the topics, this area of BECYCLE received wide appreciation, thanks to guests like Michil Costa, Giancarlo Brocci, Gabriele Gorelli, Andrea Borchi (Tuscany Trail), Manuel Marsilio (CONEBI), Piero Nigrelli (ANCMA), and many more, and is set to grow further.
A significant milestone was achieved with over 250 accredited media representatives present at Leopolda to discover the new BECYCLE format. Pitti Immagine entered the cycling sector through the main gate, immediately positioning itself as a top player. “Now the international media know us, and this will facilitate the promotion and communication path leading to the next edition. We have work to do, and the format will be refined and further integrated, but BECYCLE's first experience leaves us very optimistic about what’s to come,” concluded Poletto.