What Can Cycling Teach Us About Marketing and Leadership? 🌄

What Can Cycling Teach Us About Marketing and Leadership? 🌄

Never give up, always keep going – even when the summit still seems far away.

Climbing iconic mountain peaks is no longer on my bucket list — with the ascent of the Stelvio in 2024, that chapter is complete.

What remains now are new ambitions — finding fresh challenges, new summits that spark imagination.

Why?
Because it shows who I am: someone who perseveres, keeps pushing, and never gives up — even when the legs are screaming to stop.

And yes, that perseverance is a strength 💪, but at times also a pitfall. The drive to always climb higher demands balance.

Still, that same passion shapes the way I work:
🔹 Entering new markets feels like discovering what’s beyond the next ridge.
🔹 Convincing stakeholders is like finding endurance in the middle of a climb.
🔹 Repositioning an excisting product range means studying the climb’s profile,
and realizing it’s okay to pause for a moment after a few steep kilometers.
🔹 Building a team is like climbing a mountain at your own pace: everyone rides their own ascent, but at the
summit, we wait for one another before descending together.

That parallel between my passion and my profession has driven me for years.
I look back with pride on my climbs of the Stelvio, L’Alpe, Gavia, Galibier, Ventoux, and others.

In my professional journey, those climbs translate into establishing Relevance, Authority, and Differentiation — developing alternative routes to market 🔁 and achieving growth with clients 📈 who previously showed no interest.

And just like in cycling, the same truth applies in business:

The most beautiful climbs are often still ahead of you.