Welcoming Greg into the next chapter
Bassano Del Grappa, Italy - What happens when 50 years of Italian craftsmanship meets the energy of a new generation? You get the next chapter of Basso, and Greg Van Avermaet will be part of it. Drawn to the brand’s bold, high-energy leadership, Greg joins the team to be a strategic partner rather than just a face on a poster. He’s there to be the firepower. Basso is proud to introduce Greg as their new Head of Riding Experience.
Key Responsibilities
Developing
Greg will work directly with Basso's R&D team to translate millions of pedal strokes into technical innovation and better bikes.
Riding
Leading from the pack, Greg will be racing and hosting brand experiences to share the ‘Gold Feeling’ firsthand. He remains a competitor at heart, bringing intensity and energy to the brand's community rides and global events.
Shaping
Basso is a 50-year legacy, led by a young team. Greg is the catalyst helping them push into a bigger division, shaping the future of the brand.
"Basso has spent nearly 50 years perfecting the riding experience. I’ve spent my life chasing that ‘Gold’ feeling, the moment the machine disappears and everything just clicks. As Head of Riding Experience, I’m here to bridge those two worlds and lead Basso’s product evolution. We’re taking the soul of this brand and evolving it for the next generation. I’ve found myself in a place with people who are deeply passionate about cycling and have grown up with it; the opportunity to build this brand together with them truly motivates me. We aren’t just preparing to celebrate 50 years; we’re launching the next 50 today." Greg Van Avermaet
“For anyone who grew up with cycling, Greg Van Avermaet is more than just a champion; he’s a benchmark. While his palmarès is legendary, it’s his aura that truly stands out. From his signature style to his tactical grit and charisma in the bunch, Greg represents the soul of the sport we fell in love with. By working closely with him, we can translate that soul into our development process, continuing to elevate the riding experience and ensuring our products reach a new level of performance and feel”. Leonardo Basso, Marketing & Product Manager
About Greg Van Avermaet:
Greg Van Avermaet is one of the most decorated and respected professional cyclists of the modern era. Throughout an 18-year career at the sport's highest level, he earned the nickname "Golden Greg" for his legendary victory at the 2016 Rio Olympic Games and his relentless, attacking style in the spring Classics.
His career is defined by grit, consistency, and a rare ability to perform on the world's most demanding terrain. His landmark achievements include:
- Olympic Gold Medalist: Road Race, Rio 2016.
- Monument Winner: Paris-Roubaix (2017).
- Tour de France Success: Two-time stage winner and wearer of the Yellow Jersey for 11 days.
- Classics Specialist: Victories at Gent-Wevelgem, Omloop Het Nieuwsblad, and Tirreno-Adriatico.
- World Number 1: Finished the 2017 season at the top of the UCI World Ranking.
Beyond the podium, Van Avermaet is recognized for his profound technical expertise and "feel" for the bike. Transitioning from a world-class competitor to a strategic advisor, he now focuses on the evolution of ride quality and product innovation, bringing nearly two decades of WorldTour experience to the next generation of cycling technology.
About Basso Bikes:
Since 1977, Basso has been synonymous with excellence in the creation of road and gravel bicycles. Founded by Alcide Basso in Rettorgole di Caldogno, a small town in the province of Vicenza, the company has always pursued one clear goal: to create bicycles capable of inspiring through performance and, above all, the joy of cycling. For Basso, a perfect ride cannot be measured only in terms of speed, distance, or destination. It is rather a deeper feeling: that of becoming one with the bicycle, of experiencing every moment on the saddle with pure pleasure, anywhere, anytime. Over the years, Basso has maintained its dedication to quality and Italian design, remaining one of the few private bicycle manufacturers in Italy still family-run, blending timeless elegance and superior performance. With more than 45 years of experience, Basso bicycles are designed for the most demanding cyclists, seeking the best in performance and style. Each frame is the result of a perfect balance between artisanal tradition and technological innovation, aimed at providing the best equipment for those who want to live their passion.Link to the company history: https://bassobikes.com/en/story-of-a-long-ride
