Decathlon aims to attract dedicated athletes with the Van Rysel racing bike, known as the Aldi of sporting goods.

The classic cycling spring season concludes with Liège-Bastogne-Liège, marking the end of a thrilling period for the cycling world. Recently, Decathlon, known as the Aldi of sporting goods, made headlines for supplying bicycles to the Pro Tour team Decathlon AG2R. With strong performances in the top 10 and a victory by Benoît Cosnefroy in the Brabantse Pijl, the first spring of classics for Decathlon bicycles has been considered successful.

It was important for the company to emphasize the broader strategy behind this sponsorship, especially as the cycling world passed by their headquarters in Villeneuve d’Ascq, near Lille. Van Rysel, the cycling brand, is rooted in Lille, with bicycles made and designed in the B’Twin Village. A tent was set up two days before Paris-Roubaix, showcasing the high-end racing bikes from Van Rysel, with members of the Decathlon-AG2R team present to demonstrate the quality and performance of the bikes.

Leading the demonstration was professional cyclist Oliver Naesen, who expressed his admiration for the racing bike and highlighted the qualities that make it stand out in the competitive market. The team behind Van Rysel shared their vision for creating top-quality products that cater to both sports debutants and seasoned athletes, aiming to retain customers through superior products across various sports categories.

The director of Van Rysel, Nicolas Pierron, explained the brand’s role in Decathlon’s broader strategy and its aim to establish a strong reputation within the cycling community. With a team of designers and experts working on innovative solutions, Decathlon is committed to providing high-quality products for cyclists of all levels. The launch of Van Rysel bicycles has been met with great success, reflecting the company’s dedication to excellence.

Decathlon’s investment in cycling is not new, with a history of sponsoring professional teams dating back to the late 1990s. The current partnership with Decathlon-AG2R represents a significant investment, highlighting the company’s commitment to cycling and the impact of social media in promoting the sport. Decathlon’s focus on innovation extends to safety measures, with projects exploring the use of airbags for cyclists to prevent injuries in case of accidents.

With a team of 100 experts working on product development, Van Rysel’s professional bicycles have been in the making for several years, combining cutting-edge technology with rigorous testing procedures. The company’s roots in the northern region of France, close to the Belgian border, have influenced its growth and commitment to providing quality products for cyclists worldwide. The success of Van Rysel reflects Decathlon’s dedication to excellence and innovation in the cycling industry.