Gen-S - Launch of a new athlete development program

Four riders, each an already notable talent, will be paired with mentors like Loic Bruni or Annika Langvad to get the crucial support they need!

Gen-S is a future-focused mix of mentorship, athlete development, sponsorship, and social media experimentation. The goal is to provide standout young athletes with the resources and mentorship required to evolve and thrive in the pro racing arena.

Four riders, each an already notable talent, will be paired with four mentors, each of whom has tasted success at the highest level. These relationships will give the up-and-coming riders access to insights and hard-won wisdom that will be invaluable in their ascension to the pro ranks, and Specialized and MAGURA will meanwhile be furnishing them with the equipment needs and professional caliber support.

The athlete/mentor relationships will provide detailed and frequent content on social media like @generationspecialized instagram.

Overseeing the project will be program managers Renaud Smaniotto and Timothy Bassingthwaighte.

“Innovate or die,” Renaud and Timothy emphasize, rephrasing a core Specialized mantra. “By creating a new program like this you will always have an impact on the bike world. It’s now in our hands to have a positive impact! For years we’ve been seeing younger kids with incredible talent on the bike, but crucial support was missing. This is why we created the Gen-S program.”

MAGURA is proud to support the project as a partner and happy to get valuable product feedback for future development.

Stay tuned for more!




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