Professional Cyclists Invest in Premium Cycling Brand - The Service Course - to Support Expansion
Tuesday 3 September 2019
September 3rd, 2019 - Girona, Spain: The team at The Service Course (TSC), a world leading independent cycling retailer and cycling experience provider, is excited to announce that it has completed a funding round led by Simon Gerrans (formerly of Orica-Scott and BMC Racing Team), Kasia Niewiadoma (Canyon SRAM Racing), Michael Woods (EF Education First) and Edvald Boasson Hagen (Team Dimension Data). In addition, Henrik Orre, formerly the chef for Team Sky and the author of the Vélochef books, has come on board as a shareholder and executive, contributing to the development of the company’s La Fabrica café operations. Also joining, to direct retail operations, is well known Norwegian cycling retail expert and community builder, Jonas Strømberg.
“Our heritage in professional cycling inspires everything that goes on at TSC, so bringing on other professionals is a natural progression,” says Christian Meier, founder co-owner and Chief Creative Officer of The Service Course. “Joining our organisation also allows them to begin thinking about life after cycling and gives our community of recreational cyclists an opportunity to get one step closer to the professional cycling world. The pros who’ve joined us are as passionate about cycling as we are and that excitement extends beyond professional racing - Kasia, for example, is committed to getting more women on bikes.”
Kasia is “Super-happy and excited about joining The Service Course crew! I have been inspired by how the Meiers’ have grown and developed their businesses based on their love of cycling and coffee culture. Being inspired means you also want to share with others and I’m eager to share my cycling experience with other people, especially women who are just about to start their cycling journey or who have already been riding for years but maybe looking for new goals and motivation. TSC is a great platform for that.”
Simon Gerrans stated “Christian was a valued team-mate and has been a close friend for a number of years. In admiration, I’ve watched Christian and Amber build La Fabrica, Espresso Mafia and The Service Course in their adopted home of Girona. Based on a racing heritage, Christian and Amber have built these businesses around their passion for premium cycling brands, speciality coffee, high quality food and bespoke service. Alongside other partners, I am thrilled to be actively involved in the international expansion of TSC. I plan to assist in growing this incredible business in other locations and offering this unique service to a larger community.”
The Service Course will open three new locations in the coming months: Oslo (Norway),
Wilmslow (UK) and Tuscany (Italy). Each location offers a unique mix of services from travel, professional guiding, custom bike builds and indoor training opportunities, down to a thoughtful and personal retail experience in addition to a La Fabrica café at each site, focussing on speciality coffee and delicious, healthy food options.
About The Service Course (TSC)
The Service Course was founded by retired professional cyclist Christian Meier and his wife, Amber, with its original location in Girona, Spain. Guided by a clear vision from Christian’s years in the grand tour peloton, The Service Course offers its clients the best of what he experienced while immersed in professional cycling. The Service Course aims to bring a refined, world-class cycling experience to every clients via its carefully curated portfolio of sophisticated retail services, custom bike rentals and builds, and unique events and travel experiences. More at www.theservicecoursegirona.com
Christian Meier, Founder, Chief Creative Officer
Adam Sherlock, CEO
The Service Course