A glimpse of the god’s mantle

Virtu Cycling Group was an innovative and exciting business model aimed at disrupting the commercial framework of a professional world tour cycling team.

Challenge
Former Tour de France winner Bjarne Riis and Saxo Bank co-founder Lars Seier Christensen approached Hatch & Co with the challenge of developing and designing an innovative business model and brand for a future Danish professional World Tour cycling team.

Solution
Hatch & Co developed a new brand and business model with the intention of creating multiple revenue streams around two professional cycling teams at the highest level in international cycling. We created a business club concept, a travel agency, a boutique hotel in Tuscany, a cycling gear business, and indoor cycling software and bikes inspired by professional riders. Additionally, Hatch & Co developed a new, more sustainable business model for a PRO cycling team with the Team Made in Denmark concept.