Get ready for a major shake-up in the cycling world! Italian cycling brand Basso Bikes has just pulled off a coup by appointing none other than Greg Van Avermaet, the legendary Belgian ex-pro, as their new Head of Riding Experience. But here's where it gets interesting: Van Avermaet, a long-time BMC rider, is swapping his trusted BMC bikes for Basso's, marking a significant shift in his post-retirement career. And this is the part most people miss—this move isn't just about racing; it's a strategic play to elevate Basso into the elite ranks of global cycling.
Van Avermaet’s credentials are nothing short of stellar. From 2011 to 2021, he dominated the WorldTour with BMC Racing and its successor, the CCC team, before joining AG2R-Citroen for the 2021-2023 seasons. His trophy cabinet boasts a 2017 Paris-Roubaix victory, multiple Classics wins, and the coveted 2016 Rio Olympics road race gold medal. He even wore the Tour de France yellow jersey for a total of 11 days and topped the UCI rankings in 2017. After retiring from road racing, he transitioned to gravel racing, finishing 30th in the 2025 Unbound 200—still on BMC bikes.
But why Basso? And why now? As Basso celebrates its 50th anniversary in 2027, Van Avermaet’s role goes beyond racing. He’ll be a brand ambassador, helping to boost Basso’s profile, engineer higher-performance bikes, and host community events. ‘I’ve found myself with people who are deeply passionate about cycling,’ Van Avermaet says. ‘We’re not just celebrating 50 years; we’re launching the next 50 today.’ Bold move, right? Yet, it’s one that could redefine Basso’s place in the cycling world.
Here’s the controversial part: Can a brand like Basso, known for its Italian heritage, truly compete with giants like BMC on the global stage? And is Van Avermaet’s switch a sign of BMC’s waning influence, or simply a testament to Basso’s growing ambition? What do you think? Is this a game-changer for Basso, or just a high-profile hire with limited impact? Let’s debate in the comments—your take could be the most insightful one yet!
