Article / 06 August 2015 at 15:44 GMT

#RideLikeAPro – Leaving your comfort zone

TradingFloor.com Team / Saxo Bank
Denmark
  • Investing in cycling
  • Trade what you know
  • Three candidates on the watchlist
By Timothy John

When Saxo Bank asked me to join their Ride Like A Pro programme, I felt on safe-ish ground. Hard work, for sure. Opportunities for articles? Plenty. Trading equities? Gulp.
 
Trade what you know, said the Ride Like A Pro guys – advice echoed by Saxo’s supremely patient Amanda Harrison. Ok. If cycling is at the heart of both programmes – Ride Like A Pro and Trade Like A Pro – let’s invest in companies that invest in cycling. Below I'll highlight my picks so far:

Team Work
 Ride Like A Pro offers exclusive training with the Tinkoff-Saxo team. 
Here with rider Matteo Tossatto. Photo: Saxo Bank.
 
Dorrel Industries
 
Owner of the Cannondale bicycle brand, one of cycling’s mainstays, arriving in the peloton in the mid-1990s beneath the outrageous Mario Cipollini and his Saeco-Cannondale team. Trading performance so far is patchy, despite a striking new model for the Tour.
 
 
Is further explanation required? The cyclist’s elixir, a post-ride coffee is reason enough to endure the hard miles, and the perfect stimulant on days when motivation is low. Performing well.
 
 
Co-sponsor of the Cannondale-Garmin team, and manufacturer of every serious cyclist’s must-have gadget, the electronics firm has become a mainstay of the sport in a comparatively short period. Not doing as well as anticipated. Hmm.
 
 
Cyclists will know the parent company of almost every desirable eyewear brand on the high-street by the name Oakley. Shielding the eyes of almost every pro cyclist since LeMond, Oakley deployed the Jawbreaker en masse during the Tour, having designed its new model for Mark Cavendish. A winner, surely.
 
 
Owners of Veet. Say no more.
 
Rizzoli Corriere della Serra Mediagroup (RCS:xmil)
 
Cycling fans will know RCS from its ownership of the Giro d’Italia, and even the casual sports fan will recognise La Gazzetta dello Sport, Italy’s biggest selling sports daily, whose pink pages are the inspiration for the maglia rosa worn by Tinkoff-Saxo’s Alberto Contador for much of May. RCS has been a winner so far, swiftly reaching our 10 per cent ceiling. Grazie mille!
 
 
Owners of Skoda, team car supplier to several teams and Mavic’s neutral service set-up. If brand association means anything, Skoda has earned a slice of the cycling market. Heavy promotion during the Tour could help. So far, so good.
 
 
A punt, part-funded from the success of the RCS trade. With the Olympic Games due in Rio next year – and with it most of the WorldTour peloton - Brazil could do well. Down at the moment, though.
 
Ones to watch
 
Any other business? Three on the watchlist: Telefonica (TEF:xmce) owners of Movistar, principle backer of Nairo Quintana’s squad, is performing well. GoPro (GPRO:xnas) formed an alliance with Velon for the Tour to produce on-bike footage. A possibility. And how about Adidas (ADS:xetr), who recently celebrated a 10-year partnership with British Cycling that has yielded more gold medals than you can shake a stick at?

Suggestions for further reading



Want more articles like this? Be sure to check out the Ride Like A Pro initiative where riders, mechanics and trainers of Tinkoff-Saxo provide professional tips and tricks for optimising your performance and improving your riding.

You can read more about Ride Like A Pro here

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