Silber Expands #racinglife Platform and Partners with Cafés
Silber Pro Cycling is pleased to announce partnerships with the Musette Caffé and the Grupetto Café. The move highlights the role of cafés in the everyday training of the team’s young racers trying to get to the next level.
Vancouver’s Musette Caffé provides the team with musettes and will collaborate on promotional projects to take place during BC Superweek. Grupetto Café provides riders and staff with “Arturo Coffee.” The blend is named after title sponsor Arthur Silber and is “Suitable for punchy rouleurs, bunch sprints and Silber Pro Cycling.”
#racinglife Extends Silber’s Role Beyond the Race Circuit Into the Everyday Lives of Cyclists
“We partnered with the Musette Caffé and Grupetto to highlight the role of cafés in the development of cycling communities,” said Silber’s GM, Scott McFarlane. “Our focus is racing and athlete development. Our broader mission, however, is to celebrate the culture of cycling and coffee has always played a role in the sport. Before, during or after a training ride, our riders enjoy pulling over at a good café. It’s an experience that many cyclists can relate to and often insist on!”
Giordana has provided the team with stylish “Café Jerseys” for riders to use on training rides. They are available in lycra and retro merino wool. “So now we are partners with two gorgeous cafés that cater to cyclists and promote cycling history with panache,” said McFarlane. “They serve great coffee and surround visitors with cycling memorabilia. Finding “go to” cafés like these is an integral part of cycling’s journey, or what we call #racinglife.”
Owners Thomas Eleizegui (Musette Caffé) and Peter Appleton (Grupetto) see their collaboration with Silber Pro Cycling as part of their contributions to local cycling communities. They also organize tours, training rides, events and attend local races. Grupetto operates a funky, stylish coffee truck, which is used in a variety of contexts.
“We saw what Silber was trying to do for the sport in Canada and we wanted to help.” said Eleizegui. “The Musette Caffé is a fueling station for all our cycling-related activities. We eat and drink to ride!”
“Krys Hines and myself could be happier sending out some serious caffeine to our boys at Silber Pro Cycling,” added Appleton. “Arthur, Gord and Scott have all done a tremendous job building strong athletes and well-rounded young men. Whether its a pre-race double espresso or a post podium cappuccino, we will always be their bean fix.”