“We were convinced that for Miche, the only way to grow in terms of image, in terms of perceptions, was to be in the WorldTour,” says Gregory Girard, the recently appointed CEO of Miche, from the company’s headquarters just north of Treviso in northern Italy.
Miche is located in an area of Italy that is home to some of the world’s best-known bike brands and manufacturers. The Pinarello factory is less than an hour away, for instance. The company’s origins date back to 1919 and it prides itself on its in-house manufacturing. The majority of equipment is manufactured on-site in Italy.
Forming a brand new partnership
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