Martini promotes wellness in hospitality through cycling

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From 15 – 17 September, Martini will bring 45 industry colleagues from around the world to cycle the 220km route through vermouth country as part of the brand’s ‘Martini Racing Ciclismo’ programme.

‘Martini Racing Ciclismo’ launched in May as a way to promote wellness in hospitality, alongside Healthy Hospo, led by Tim Etherington-Judge.

The initiative celebrates 50 years of Martini Racing by shining a spotlight on a sport so beloved by the brand, supporting bartenders by challenging them physically, but also bringing them together to celebrate their community, build bonds and support one another.

As part of the bespoke programme, Martini are hosting a two day cycling challenge in Italy, setting off from Pavia and culminating at Casa Martini in Pessione.

The 45 participants will require a good level of fitness to complete the two-day race. A series of dedicated spin classes, each attended by up to thirty bartenders over ten weeks, have been held in London and seats on the ride have been allocated according to participants’ attendance and FTP (cycling performance) tests.

In Europe there have been organised rides, including a weekend held in Spain’s Catalunya in which 15 bartenders rode from Vilanova near Barcelona through the Penedes, arriving at Casa Bacardi in Sitges; a ride in Belgium hosted by pro-cyclist Puck Moonen and two city rides in Milano and Torino, touring the most iconic city spots by bike, ending the day with an aperitivo with Martini Riserva Speciale.

Tim said: “The past ten weeks have been a great success with over 40 members of the UK bar industry taking part in the Martini Racing Ciclismo programme.

“We have not only raised money for Wine to Water, but have challenged and supported bartenders in their fitness and wellbeing goals giving them the tools to integrate this into their lifestyle moving forwards.

“September will see the 6 winning bartenders undertake a ride through Piedmont to Martini’s brand home at Passion in celebration of 50 years of Martini Racing.”

The chosen riders will arrive in Milano on 15 September to be kitted out in the iconic Martini Racing colours. They will then depart on Sunday 16 from Pavia to ride 120 km through the challenging hills of vermouth country – climbing a total of 1000m – alongside a full team, including medics and masseurs, under the guidance of pro-cyclist Daniele Ratto.

The second day takes the peloton 100km through the rolling hills of Martini sparkling wine country, climbing 1400m, before completing the challenge in time for aperitivo at Casa Martini in Pessione.

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