It’s been challenging. It really feels like it’s a growing sport and something I’d like to be a part of. the right location. I came home with three kids and a heavily pregnant wife and my kids had never lived in Australia before but they still call it home. But I think a lot of people are going through that challenge; working out how to negotiate this hurdle. Show a custom ad to people who have You’ve got a Bastion road bike, a Speedvagen gravel bike, are there any other bikes you’ve got your eye on at the moment? It’s a very holistic approach. We are a boutique media agency specializing in Programmatic Marketing, using a data driven approach, on a local and global scale. Simon Gerrans to join BMC Racing from Orica-Scott. In certain elements it’s super challenging - working remotely is one of those. a squirrel... Our mission is to inspire businesses to Simon Gerrans (born 16 May 1980) is an Australian former professional road bicycle racer, who rode professionally between 2005 and 2018, for the AG2R Prévoyance, Crédit Agricole, Cervélo TestTeam, Team Sky, Orica–Scott and BMC Racing Team squads. and cost efficiencies and the ability to measure return on ad demographics and interests. Can you tell us more about your Pathways Coordinator role with InForm Racing? historically and in real time to attract them at the right time, with the right advertising and in It’s also so much a part of our heritage at The Service Course… we come from a racing background. You recently moved back to Melbourne, in your home country, Australia. Australian Simon Gerrans wins a sprint finish to clinch stage three of the Tour de France in Corsica. Target consumers based on location, So I found that quite a challenge, but once I found my groove I really enjoyed it. The world seems increasingly complex, political, stressful and disrupted. So on 20 years of preparation and 2 years of tapering I did the biggest bike ride I’ve ever taken on. I also hadn’t studied in a long time in a formal way, so to get to the bank and actually have to pass the regulatory exams to trade and sell, was such an interesting process and it was so good to do. I love pizza, optimism and there is no place like home. So my off bike highlight was the joy it brought to the family. Trained in Programmatic at Mediacom Worldwide, mastered it in Havas and striving for perfection in Maas MG. I’m an avid runner and puppy lover. The impact Covid has had is enormous, as a business. It’s come to pretty much a complete standstill. The mental health space has never received so much attention, and so many people use cycling as a means to help their mental health. For me on a personal level, what really excites me is to keep growing the business to keep delivering those experiences for people. They chose four key stages to trial it at the Giro, including the TTT and final stage. James Meadley (SA.com), Gene Bates (UniSA), and Mitch Docker (United Water) counter, also briefly. spend – making it crucial to be on the pulse of programmatic trends. It’s even more challenging now I’m in a different time zone. And it’s great to involve people from the professional peloton past and present in the business, because I really like the idea of helping people from the professional peloton transition into professional life afterwards. And they were looking for a way to attract young talent to the team, from U17 and juniors. Share this But as far as the similarities go, it’s interesting to go from being in an extremely high performing and professional environment at the top level of a sport, to being in a room with some of the smartest, most ambitious people in a whole different environment was very similar. “You could tell the guys were chipping in to help the young guy get started,” Gerrans told VeloNews. By the end of my racing career I was craving a new environment so that was exactly what I found at Goldman Sachs. For the last 10 years my dad has been taking it out once a month, driving it around to keep it moving, and he finally gave the keys back to me on Christmas Day and said “I’ve been taking care of this for you for the last 10 years and now it’s parked in your garage and it’s yours to use” which felt great. Thankfully we have a good support network here, for the first time in a long while, to have family around is great. Simon Gerrans, whose career includes four individual grand tour stage wins, will retire at the end of this season. December - start of the Melbourne to Warrnambool Cycling Classic ride. Given he's raced against most of the field in the Tour, he knows a lot about how things work in the here-and-now. It’s so good to do it in an industry where I have a fantastic network, a level of credibility with partners and suppliers, I get to work with friends and good people. Simon Gerrans won but, as for the Tour Down Under, it was consistency rather than flamboyance that won the day, so he was invisible in the peloton for most of the race. On a positive note it’s been great to learn the benefits of being dynamic and diverse, and on a bad note it’s obviously had a massive impact on our travel business. 61k Followers, 392 Following, 806 Posts - See Instagram photos and videos from Simon Gerrans (@simongerrans) To go from being out riding my bike every day, traveling, doing a whole bunch of different things in different places, to getting up at 5am, putting on a suit, catching a train into work to be on the desk at 6:30am to start a 10-12 hour day behind a desk, to catch a train back home again to be there just in time to kiss my kids goodnight to go to bed, it couldn’t be more contrasting on a day to day basis. Inform are a local racing team here in Melbourne, they’re a team that really support riders to develop their careers. What do you think this means for cycling from a personal and business perspective? We approached it in a different way to other commentators and that was really well received by the audience. skating, cycling, charity, photography, music, performance, entertainment, travel, products, life! The stand out rider would have to be Primoz Roglic. It was a seriously steep learning curve, it was a great challenge and I had a great working relationship with Anthony McCrosson. We’ve come to expect Quickstep to dominate, but we’ve never seen Jumbo Visma do that before. Simon Gerrans (born 16 May 1980) is an Australian professional road bicycle racer, who currently rides for the Australian UCI ProTour team, Orica-GreenEDGE. In the commentary, you could hear them saying, ‘Yep, this is for Peter Sagan who has got it in the bag…’ that seemed to be the sentiment from a few kilometres to go. skating, cycling, charity, photography, music, performance, entertainment, travel, products, life! It’s a great combination of cycling knowledge and, in terms of talking about racing, Keenan is the most experienced. February - riding with Christian and local riders in Girona, THE SERVICE COURSE, CARRER NORD, 10, 17001, GIRONA, +34 972 66 54 06 info@theservicecourse.cc. Whereas now nobody waves any more because there’s quite literally thousands of bike riders out on the road everyday. The gravel scene excites me… I’ve done a little bit of it and I’d like to learn more. It’s possibly a friendlier race environment than road racing, and there are so many cool events out there, so I’d like to explore those more in time. algorithmic and machine learning data. Keenan will be one of the three key voices of the SBS commentary team, along with Bridie O’Donnell in Melbourne and Robbie McEwen, who will be working from the studios in Sydney. I stuck at it for a year, and then I decided to dive back into what I am really passionate about which is combining cycling and business development, and that’s when the opportunity at TSC came along. Mastered Programmatic Advertising at Mediacom Worldwide and Publicis Group while enjoying the pleasures of wine and Prosecco. Gerrans was 23 … He won short stage races, he won Classics, he was 2nd at the Tour and then won the Vuelta. Look! I loved training, I loved preparing, and I loved the details of all that. He was super consistent throughout the entire year. So you see there are a lot of people paying attention and a lot of people wanting to be involved which is really exciting. Aligning ads next to relevant content at the My role at Goldmans ended up being in FX, which to be honest I didn’t love… it was too transactional, there wasn’t enough interacting with clients, and I knew it wasn’t a long term play for me. I think on a personal level, for people in cycling, it’s never been more important. As the marketing industry evolves and adapts to an ever-changing I watched every minute of every stage of the Tour de France, so that for me was the stand out race. So they approached me to help find a way to get these young guys into the team and help them get across to Europe to race abroad. with your message based on historical If I was to put down one stage it was the penultimate stage, when Pogacar tore the race to pieces. The competition felt a little bit too much like work, and I didn’t get the same enjoyment that I had done early in my career. So I think from a personal perspective it’s great for mental health for those reasons. The commentary line-up will include regular voices Rob Hatch and Carlton Kirby, who will also joined by cycling legend Sean Kelly at all three major races. We’ve got a good Australian customer base here, so my riding goals aren’t so much events, but more about finding out how to engage with customers more here in Australia. And on top of that to see him come back from a crushing defeat at the Tour, where people thought we’d see him crumble and never be back at that same level, to then win Liege and win La Vuelta, it really was an incredible year from him. Back in Europe, back meeting people, back in the space and checking in with all the staff we have in our multiple locations. As far as goals, I’m keen to do a couple of events on both road and gravel. If Covid has taught us anything, it’s that you learn to be dynamic and focus on what’s important and prioritise what you spend your time on. From their perspective, they’re familiar with the people we have involved in the business. So that kind of feedback is great. But I find it difficult to find the time to watch a lot of it now. So it’s a very well organised cycling scene in Melbourne. I’ve finally got the opportunity to use my 30th birthday present to myself which was an old Porsche. Tweets 25 March 2012 == Simon Gerrans ‏ @simongerrans Busy afternoon in front of the TV. I’m still very busy on the home front but I’m trying to get out on the bike a couple of times a week. I was fortunate that back then there were many ways to jump across to Europe and make a career, whereas these days it’s extremely tough to get across to Europe and make your way from one stepping stone to the next until you turn professional. engage and increase brand awareness. ... and Simon Gerrans in the overall lead. For me, teams wise, I’m really looking forward to seeing how the Ineos and Jumbo-Visma battles unfold. I don’t aspire to do anything too high level just yet, I’d like to get a bit fitter before I set some ambitious goals. — OPQS Cycling Team ‏ @opqscyclingteam FIN… Criterium International, Volta Catalunya and Gent Wevelgem. Commentating the Tour was an awesome experience. One thing I’d like for the near future is to organise a regular TSC ride going here in Melbourne. I think if we were a very one dimensional business we really would’ve suffered. The skills of leading teams and managing people and getting the most out of a team to achieve a common goal is what I’ve found similar across cycling, working for Goldmans and now at The Service Course. I think being able to communicate what’s going on in the race to a really broad audience is something I think we did really well, and that’s what people enjoyed about it. It’s been good, bad, and otherwise. So I want to really help the next generation in the same way. One of the most popular roads in Melbourne would be Beach Road, and there seems to be quite literally tens of thousands of cyclists going down there every weekend. There are dozens of these groups going out. Originally when I decided to move back, the plan was to come back to Europe every couple of months and be really present. Do you still enjoy watching bike racing as a fan? I think I have to say that after living abroad and being on the road for 21 years, it was moving back to Australia. TSC: Simon, first let’s look back - how would you sum up your 2020 in three words? Melbourne has changed in a huge way since I last lived here, in terms of the sheer numbers of cyclists out on the road. campaign runs longer. As far as the environment goes, they couldn’t be more opposite. I am finding Simon Gerrans's commentary very interesting. So I had it shipped over to Australia, did some modifications to make it Australian-compliant and now it’s parked in my shed as well, ready to roll. ... And at the finish I provided commentary for the crowd watching the last 40 K on the big screen. How’s it been being back? That’s what I’m a little worried about at this point in time. The marketing platform learns as the Curve are a Melbourne brand and I’ve got a Bastion road bike which is also a Melbourne based brand, and my Speedvagen gravel bike from Portland is a bit exotic, so I’m looking at the Curve and thinking I’d love to add one of those to the collection. unlock their potential by using cutting edge marketing strategies through world-class We’ve been really fortunate to be able to involve some really high profile cyclists in the business. gone to your web page or clicked on your They also support guys who are at the end of their racing careers as well, and looking for a profession after cycling. October - getting out of quarantine in Brisbane. But I think once we get through this and out the other side, we’ll definitely be stronger for it. However he finished the road season at a high level and stepped straight into CX. Volta ao Algarve: Hatch & Stephens (stages 1-3), Simon Gerrans (stages 4&5) Vuelta a Andalucia: Kirby & Smith UAE Tour: Hatch & Gerrans (stage 1), Smith (stage 2-7) Omloop Het Niewsblad: Quigley & Backstedt Kuurne-Bruxelles-Kuurne: Quigley & Backstedt Le Samyn: Hatch & Backstedt Strade Bianche: Hatch & Backstedt Paris-Nice: Hatch & Kelly We have a great working environment, and to lead a business with those touch points is what I love. Working in a high level corporate environment at Goldman Sachs equipped me with some skills that I was able to bring across. We chat with cycling commentator Matthew Keenan to chat about the Vuelta, the Giro boss, TDU and plenty more. I’ve also had the opportunity to enjoy a few of my toys back here at home and take my wine out of storage, for example. hoods, cities and countries to only target Once the world opens back up again I think we’re going to see a whole bunch of people going on cycling holidays again and really be able to enjoy that side of the sport which is amazing. We can create custom audiences that are What were the things that you learned whilst commentating the TDF? Simon Gerrans still remembers stage 5 of the 2004 Santos Tour Down Under, which finished with the familiar slugfest on Old Willunga Hill. I do love watching racing. But now I’m back in Australia and travel is going to be quite difficult for some time, I’m wondering when I’m going to be back. He currently works as an athlete intern at Goldman Sachs in London. The exciting aspect of my role is we have such an exciting business. I was really impressed to see him maintain his form on the road, and now he’s winning cross races… it’s incredible. Did you have a highlight on the bike for 2020? So I’m excited to see how that plays out. What are you spending your time doing away from cycling? It was a great experience to be a part of and to do the ride with so many people who were so passionate about the race that it represented, and get through a 10+ hour bike ride and the longest one I’ve ever done on probably the least amount of form I’ve ever been on. What excites you about the investor business model? And each person who’s invested, I can vouch for personally. What’s interesting for us here is our racing heritage; Christian and I were teammates, we’ve done the hard yards on the bike and we have a huge amount of respect for the guys and girls out there doing it now. We can create an invisible online GPS Australian Simon Gerrans won the 169km 10th stage of the Vuelta Espana as Alejandro Valverde retained the race leader's gold jersey he took from Cadel Evans on Monday. So for me that was the clear standout ride. But what it highlighted for me is how important a dynamic and diverse approach is. So I think I fell out of love with it a little bit, but now I love it from a different perspective; watching the racing, understanding what’s going on - not everything you see on the TV - knowing the guys who are racing, and so on. But also most of my time has been spent getting set up here, I’ve got a young and growing family so it takes some work to get settled in. My role in the business means I haven’t done as much of the good stuff this past year as I would’ve liked. The level of attention to detail has grown so much, which is a really exciting prospect, to think the sport is going in that direction here in Melbourne. skating, cycling, charity, photography, music, performance, entertainment, travel, products, life! Serve ads to those most likely to resonate appropriate place to be read, seen,or September - commentating the TdF with Anthony. So they expect you to be of that level, but I was literally finding my feet for the first few days. But yeah I’ve got a couple of beautiful bikes currently, but as far as one I’d like to add to my collection would be a Curve mountain bike. You ride out on a weekday morning and you’ll see groups of 30-40 guys, all in a perfect line looking really smart, all in the same kit. It was prescient because Simon Gerrans won in Sanremo and Ryder Hesjedal won the Giro. Riders wise, I’m really keen to see how Wout Van Aert performs this coming year. So that’s what I’m on board to help Inform Racing set up. The growth of programmatic advertising is being I didn’t pay that much attention to the Tour when I was racing it. Whether that be customers or investors or people wanting to get involved in each location. Mar 12, 2018 - Currently with Orica GreenEDGE http://www.greenedgecycling.com/team/simon-gerrans# http://simongerrans.com/ . 11:54 CST 28km/120km to go The temperatures are hotting up as we head inland, and it's now 32 degrees. What I’m enjoying spending my time doing is reconnecting with mates. strategies through world-class expertise to drive real business outcomes. boundary around buildings, neighbor- After a few days of criticisms, which we learned to acknowledge and take on the chin, and then respond to, people really started to enjoy it. Has your love for cycling and bike racing changed since retiring? He was so consistently at a high level, to the point where I thought he was going to sit out the cyclocross season to focus more on the road from here on. page level. We use high quality data and GPS coordinates to find these users I think in the last couple of years I fell out of love with racing a little bit. the customers that enter the desired ethnicity), affinity, interest, real world and The commentators are Anthony McCrossan and Simon Gerrans. A lot of smaller businesses have fallen by the wayside this past 12 months, and elements of what we do definitely have, but in other elements of our business we’ve really prospered, so we’ll be stronger for it I’m sure. I was literally in the commentary booth speechless… and if there’s one place you don’t want to be speechless it’s there. February - PNS activation weekend at TSC Girona. Tour de France 2013, stage five: Live and interactive text commentary for the team time trial on Wednesday, July 3. Blokes, in general, are pretty bad communicators, but I think cycling is a great way to go out there and just talk with your mates about what’s going on in your lives, being a sounding board for your friends, and spending time one on one in a non-confrontational environment. I noticed it in the tracking but I didn't hear it mentioned in the race commentary. SIMON Gerrans only started cycling because someone who once wore a Tour de France yellow jersey lent him a bike to help him recover from injury. As far as the best team of 2020, by far Jumbo Visma in the way they dominated the calendar. Australian Simon Gerrans pulls clear to win stage 14 of the Giro d'Italia He went clear of Rubens Bertogliati and Francesco Gavazzi on final climb … Catching up and looking ahead with our very own, The Service Course CEO, Mr Simon Gerrans. And if they attach themselves to the business, they can make that influence, which is interesting for them. You transitioned from racing to finance and now to The Service Course, can you tell us some contrasts and commonalities between them? It’s been a lot of crisis management and not doing the actual fun things of what TSC is about. People are like ‘we want to be involved in your business’ - a really simple example is when we advertised for a product manager a few months ago, and we were inundated with fantastic CV’s from across the world. What about your off-bike highlight of 2020? purchase, demographic (age, gender, The 37 … When you step into that environment your audience expects a lot; they’re used to hearing guys like Phil Liggett and Matt Keenan. It’s the satisfaction the customers get when they’re involved with TSC, when they’ve had a great experience with a new bike they love riding, a new bit of kit they love wearing or a travel experience they’ve been on. exponentially. ad tobring them back to site to inform, Then by halfway through the first week of the race I got a real kick out of it and the rest of the race was great. And there was so much to learn. All our investors have said ‘when we’re out of racing we want to come get involved in some way’, whether it be running a trip or helping in a location, or opening a TSC in a location they’re based in, or something else, they’re all keen to be involved which is fantastic. skating, cycling, charity, photography, music, performance, entertainment, travel, products, life! expertise to drive real business outcomes. watched. driven by advancements in technology, demand for transparency Also to go from pulling out my suit a couple of times a year - maybe for a wedding or a day at the races - to putting on a suit every day, it was a huge contrast. He’s so complete as a rider. Everyone went through a difficult patch on the day, and there were moments of the day when I felt great but there were moments where I thought “oh my god I’m going to start cramping in both legs now” - and there were varying degrees of that with everyone. 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