Where most industries exist to support commerce, the cycling industry exists to support shared passion for the awesome feeling of riding your bike. Vittoria captures that passion in this video by 341Production at the 2011 Giro d’Italia. Watch this full-screen.
The shot of the rider making his way through and then emerging from the stone tunnel made my heart soar. Riding the bike, and climbing in particular, is the best feeling I have ever experienced.
I’ve done a lot of work in the cycling community, for bicycle manufacturers, component companies, advocacy organizations, and more. The bicycle industry always has a tight-knit feeling. I frequently meet people in it who barely eek out a living, but they keep doing it because they truly love the sport and want to help people get involved with it. Many industries can be like this, but aren’t.
How are you applying your most joyful passion to your work?