Van Avermaet Style

An exemplary story 

A lesson in style at Rosti Bar with Greg Van Avermaet. 

We were a little nervous about interviewing a champion who has won the Paris-Roubaix, a gold medal at Rio 2016 and has been no. 1 in the UCI ranking. Of the thousands of athletes wearing Rosti on the cycling routes, he is perhaps the most successful. As technical partner of AG2R Citroën, we had to chance to meet up and have an exclusive interview with him.  

«Let's hope this season is a more normal one and that we can return to the traditional programme of races without too many restrictions»

Normal, traditional, the Van Avermaet style shines through right from the first words, no grandstanding, no bluster. When you’re a champion, you don’t need all that. 

Yet his is an exemplary story. Greg Van Avermaet is a child of Flanders, motherland of cycling. His grandfather was a competent pro, his father an excellent amateur. It seemed a pre-ordained destiny and yet Greg came to cycling in a roundabout way. Because his passion, his calling as a young boy was another: football.  In the most strategic position that needs a special talent, goalkeeper. At 17 years old he was part of the Beveren squad, a team in the Pro League, Belgium's Premier League. He had a great future in front of him. The new Pfaff, the new Preud’homme. But an injury cut his career short. And during the rehabilitation he rediscovered the family passion: the bicycle.  And Greg started riding. And winning. He turned pro in 2007. 

«When I started out there was Armstrong, Hincapie, Museeuw, Van Petegem, Cancellara, Tom Boonen. I enjoyed measuring myself against

Peter Sagan, there is respect and pride in clashing with him, he is a very special person, with an outstanding career. Racing against someone like him keeps the adrenalin going. If you can step onto the podium with these names...»

The rest is history. A career as a top rider, a specialist of the great classics. He has been with the AG2R team since 2019 and wears Rosti jerseys.  The last two seasons have been beleaguered by the pandemic.

«A strange period for everyone, that took everyone by surprise, cycling had to adapt. It wasn’t easy to have to stop and then start again. In the end it was a really long season, a difficult situation to manage, not a great period».

A fresh start

And here we are today: the season in the offing represents the possibility of a fresh start. 

«To start again it's important to have some races under your belt. They help you reboot and see what level you’re at». 

In the race programme there are Strade Bianche, Tirreno-Adriatico, Milano-Sanremo, Gand-Wevelgem, Flanders, Amstel and Paris Roubaix. 

«One of my favourite races is Strade Bianche. It doesn’t have a long tradition, but participation is high, and it is followed by many people and fans».

Speaking of Strade Bianche, we are talking gravel.

«I enjoy riding on gravel and mountain biking too; it’s exciting, being in nature it’s safer, you can discover new trails, it’s a new way of racing, it’s great, it’ll grow. In Italy there are amazing spots and fantastic trails. Including gravel races in the official race programme may be premature because the season is intense, the programme is full».

Talking about the feeling with the public, he says: «I love the fans, I love it when the call my name, they are really close, it’s easy to speak to them, it’s important to have them. On the climbs it’s ok, but when the speed increases it can get dangerous because many of the spectators don’t know the etiquette. To avoid unpleasant surprises, before the races it's important to remind the public to keep at a safe distance». 

A crucial issue. Accidents are happening more and more frequently.

«Cycling has changed radically in the last five years, the speeds have reached levels never dreamt of before and the competition is increasingly chaotic. We’re not on a track but on the open road. A lot of work on safety will have to be done in the coming years».

The problem does not only regard professional races.

«Safety during training sessions is a problem too; there are too many cars on the roads, greater respect is needed, and I’m talking about us too. There are no spaces for young people wanting to ride in a group, when you go out you’re never safe, you have to be very careful».

Going back to the races. Strade Bianche, and then?

«And then I’ll set my sights on the Flanders, which takes place close to my home. I’ve been on the podium 4 or 5 times but I’ve never won».

The Grand Tour, the great stage races, begins after the classics. 

«The Tour de France will be important for us. Not just for me but Ben O Connor will be there too. It’s great that the first stage will start in Denmark». 

Going to the Moon

So now let's get to the subject that interests us most. How do you like our technical material? If you had to mention one aspect of Rosti's garments, what would it be?

He smiles, and says: «The look, the Italian style. It’s not just a pose. If you look good in a jersey, you feel good».

Then he confesses: «I am still a great fan of shorts and a jersey, the best combination to ride fast».

And the technical fabrics: «They are increasingly cutting-edge but there is still room for improvement. For riders it is essential to keep the body warm, but the development of the materials is aimed also at amateurs and cycle tourists».

And what about the pads? Our customers want the pads of the top riders. «We are in the saddle for 35,000 km a year, the contact point is put under great stress. Our pad is not overly padded, it is comfortable, remains in position and does not cause redness. I am really satisfied».

Let's change topic, let’s talk about your two daughters. Do they ride a bike?

«They’re 2 and 6 years old. They’re interested but I am not pushing them towards cycling. Any sport is fine, it doesn’t matter which one. Sport helps you develop, not only physically but also your capacity to relate to others. Cycling is fantastic but also football, athletics, tennis, horse riding».

What do you think the future holds for you? Where will you be in 10 years?

«I’d like to stay in the world of professional sport, whether it’s cycling or another sport, and help people improve themselves, achieve their best».

But Van Avermaet is already an example for young people. People like you, we tell him, who have been riding for 20 years, are a reference point for the entire community.  Are you proud of your achievements?

«Yes, it’s been a long journey, a lot of hard work. And I’ve received a lot».

Lifestyle, racing style and also style of communication. 

Thanks Greg, a lot of people will recognize themselves in your words, in your courteous, honest and elegant style. If we had to give you a RostiStyle jersey it would be the Endurance.  A tribute to a man who has cycled 35,000 km every year for 20 years. That's a total of 700,000 km, like cycling to the moon and back. That's what the poster of the film ET with the child pedalling towards the moonlight means. 

It means you’re ET, out of this world.