When a brand like TUDOR enters cycling, rest assured it won't be for a walk in the park. The Swiss watch-making manufacturer, known for its daring approach, enters cycling to disrupt. And now, it's bringing forward the idea of "lose with pride, rather than finishing having achieved nothing". Because how riders cross the finish line matters as much as when they do it.
This philosophy, combined with the guidance of one of the sport's legends, Fabian Cancellara (2 x Olympic Gold medals, 4-time World Champion, 7-time Monument winner), is the stepping stone to a bright future for the Tudor Pro Cycling Team.
BMC will support this vision and trajectory, providing the world's fastest bikes to the most promising cycling team ever seen.
Tudor Pro Cycling Team is not here to be intimidated. It's here to take the bull by the horns.
A different program
It all started in 2019 with the development team. Finally, at the beginning of 2023, Tudor Pro Cycling became a UCI Pro Team with 20 riders, almost half of them from Switzerland.
To produce high performances and race wins, Tudor Pro Cycling Team grounds its principles in humbleness, hard work, and mental well-being for everyone involved in the program - riders and staff alike.
At the program's core is a human-centric approach. TUDOR and Cancellara envision a team motivated by pushing themselves to improve daily, facing their fears, and daring to go beyond their limits. Performance is the ultimate measure of success, but the way riders race is a fundamental part of the founders' vision.
The team was built to support young riders who dreamed of becoming professionals. Here they can grow and become better cyclists and happier humans.
The future
The new signing for the 2024 season gives an idea of the team's ambitions: veteran and former European champion Matteo Trentin joins TUDOR from UAE Emirates, Italian sprinter and multiple Giro d'Italia stage winner Alberto Dainese arrive after three seasons with DSM-firmenich along with Australian Michael Storer, who will bring more GC pedigree to the TUDOR's roster.
Finally, the six-year partnership signed with BMC further proves, if necessary, that the team is here for the long game. And BMC will help them get to the top of it.
Find out more on the team's official website.
