In a surprising move, cycling legend Greg Van Avermaet has switched sides, leaving his long-time bike partner, BMC, to join the Italian brand Basso Bikes as their Head of Riding Experience. But what's the story behind this unexpected change?
Van Avermaet, a Belgian former professional cyclist, dominated the WorldTour scene for over a decade. From 2011 to 2021, he rode for the Swiss team BMC Racing and its successor, CCC, achieving remarkable success. His victories include the prestigious Paris-Roubaix in 2017, multiple Classics, and the 2016 Rio Olympics road race gold medal. He even led the Tour de France for 11 days and topped the UCI rankings in 2017. But here's where it gets interesting: after retiring from road racing, he continued to race on gravel, still riding BMC bikes, and finished 30th in the 2025 Unbound 200.
So, why the switch to Basso? As Basso Bikes celebrates its 50th anniversary in 2027, they've set their sights on elevating their brand to the elite level of global cycling. And this is the part most people miss: Van Avermaet's role isn't just about racing; it's about sharing his golden expertise to enhance Basso's reputation and sales, while also creating memorable brand experiences and community events.
Van Avermaet's enthusiasm is palpable: 'I'm thrilled to join a team with such deep-rooted passion for cycling. Together, we're not just celebrating half a century; we're kickstarting the next 50 years.' Basso Bikes aims to leverage Van Avermaet's expertise to push their brand into the spotlight, improve their performance bikes, and gain a stronger foothold in the global cycling market.
This move has sparked curiosity and excitement among cycling enthusiasts. Will Van Avermaet's influence help Basso Bikes achieve its ambitious goals? Controversial opinion alert: some might argue that brand partnerships are purely business decisions, but could this be a genuine passion project for Van Avermaet? What do you think? Share your thoughts in the comments below!
