In the 2012 road cycling season KS Energy Services-Team Wisconsin will share something with one of the top professional road cycling teams in the world, Radio Shack-Nissan-Trek, both teams will be perched atop the Trek Madone bikes.
Through a partnership between Team Wisconsin, Emerys Cycling, Triathlon and Fitness, and Trek, team members were given the opportunity to gain an advantage by racing Trek’s Madone 5-series frames or the top-tier 6-series road bikes, painted in Team Wisconsin red.
The interest in Trek as a bike supplier goes beyond just bikes, however, said Dave Eckel, Team Wisconsin president.
“Trek offers exceptional bikes and components across every cycling discipline with sizing to fit every rider on the team being a major draw. Having several riders on the squad who work for Trek, and the fact we can order bikes from their Project One program to match the team colors made it even more optimal for Team Wisconsin,” he said.
The idea to work with Emerys, also a Team Wisconsin sponsor, has been brewing for a while, and in the fall of 2011 the interest became more than casual conversation in the peloton, said Brent Emery, owner of Emerys bike shops.
Riders on Team Wisconsin mentioned interest to Emery in riding Trek bikes, but the team’s shop sponsor at the time could not arrange to supply Trek, he said. In addition, his shop could offer services and expertise to meet the needs of races, which comes from a true love of the sport, he said.
“If there is ever any opportunity, I think we could do good things for you,” Emery said, referring to early conversations with Team Wisconsin leadership.
Team Wisconsin believed in Emerys service and philosophy, Eckel said.
“The Team started discussions with Emerys given the extreme passion and exceptional service that Emerys is well known for in Wisconsin, and around the country. Some of the team leaders have known, trained and raced with Brent Emery for several years and we wanted to build a partnership around Brent and his stores. Emerys being a top-100 Trek dealer, and the fact that Emerys had yet to partner with one of southeast Wisconsin’s premier cycling teams made for the right opportunity for both Emerys and Team Wisconsin.”
Emerys interest in supporting Team Wisconsin is greater than just supplying bikes, fittings, and parts orders, it also has to do with the vision the team has for its future, and the exposure he gets with being associated with a team like KS Energy Services.
In particular, the potential of bringing young riders into the sport of bike racing was a factor in the decision to add Team Wisconsin to Emerys list of 11 team sponsorships, including triathlon and road racing teams, and touring groups.
Exposure by casual riders to the image of graceful bike racers flashing by in a local criterium bearing the Emerys logo is a powerful advertising tool, but so is word of mouth from the racers and team members, Emery said.
“It is the fact that word of mouth is a terrifically strong form of advertising,” he said.
That exposure helps Emerys promote events like its Anniversary Sale, April 5 to 8, at his stores, Emery said. While there may be another event at State Fair Park, going on at the same time, there are services Emerys can provide that a one-day event just can’t, Emery said. Such as, the ability to match any price, including the internet, fittings, and the ability to offer extended warranties.
For Team Wisconsin the benefit of a partnership with Emerys and Trek is more than corporate exposure, according to Emery, but it’s the attitude having top-flight equipment can bring to any bike racer.
“Yes, you can put in more work than anybody, but if you don’t have the attitude you won’t reach your full potential,” Emery said.
The relationship with Trek and Emerys does provide something unique, Eckel said.
“There is something special about riding for a Wisconsin born cycling team and a top-level racing bike built right here in Wisconsin — I hope it’s just the beginning of a very long and successful partnership,” he said.