A conversation with LOOK Cycle; the past, present, and future.

Prior to the recent announcement that Look Cycle will return to the WorldTour as a bike supplier, CI.N sat down to talk with LOOK Cycle and Corima CEO Federico Musi, and Seb Coué, LOOK Cycle International Sales & Marketing Director, for a brief conversation about the brand, it’s journey, and the development of new products for global markets.

For a proudly French business the conversation naturally enough starts here.

Of the recent WorldTour sponsorship announcement, Federico comments, “employees in our French factories are fully committed and proud to support (our sponsored riders), while the Italian and US offices are delighted to support top athletes in their quest for victory… promoting ‘Made In France’, French know-how, and LOOK’s heritage of excellence …”

Both Federico and Seb emphasise that French manufacturing also means a more resilient supply chain – impossible to overlook in the current world we find ourselves in.

As we talk heritage the conversation moves to discussing some of the key highlights from the brand’s history, which includes decades proving game-changing bike and pedal designs ridden at the world’s most iconic races:

• LOOK’s pedals saw their first pro-tour victory via Bernard Hinault at the Tour de France in 1984
• LOOK’s bicycles took their first pro-tour victory via Greg Lemond at the Tour de France in 1985
• From 1989 through to 2002 Laurent Jalabert achieves 111 victories using LOOK bikes
• In 2006 LOOK achieved its first WorldTour team partnership with Credit Agricole Team

Recent history leads us immediately to the 2019 establishment of a US subsidiary, a move which supports the goal of making the country its largest market (something Seb previously discussed with BR&IN). With this in mind, the business has formed strong, high profile, relationships including a long-term technical partnership with USA Cycling and its USA Track Sprint Program.

“Partnering with USA Cycling is an important milestone for LOOK and Corima,” says Federico. “We are excited to support the USA Cycling Development program to nurture future young talent and bring the passion of cycling to a larger audience. Our technical experience in carbon manufacturing and aerodynamics will help the U.S. team chase medals at our home Olympic Games in Paris and on to their home Olympics in Los Angeles.”

Here Seb highlights that the partnership includes a scholarship programme, which also sees the brand working with Velodromes, and Coaches, ensuring an inclusive opportunity for cycling talent which is the future.

Whilst elite sport is a fundamental part of the brand story, and remains at its heart, there is also a move to make the LOOK Cycles brand more visible in other segments of the cycling marketplace.

What’s new for the LOOK aficionado?

Seb and Federico emphasise that ‘brand evolution’ is a planned, and in progress, part of the evolution of the business. This is already visible through the product range expansion, specifically targeted at meeting evolving market needs for urban mobility, trail and gravel riders.

In tandem with the product range expansion, the growth in emerging markets – North America / East Asia / South America – is an integral part of the future of the business, with cycling as transport pedal products such as the GEO City range critical to this new market development.

Pairing the Geo City pedal with the Vision Light provides riders with 50 lumens of power, delivering 900 meters of visible range, including a 180° field of view – critically important at junctions.

Growth goals naturally places additional emphasis on the ability to convey the brand story to a global audience. Here Seb highlights that digital tools are critical to support the investments made in expanding distribution. Staying contemporary means taking to social media as natives, producing content which engages new audiences where they are naturally found, sharing the brand’s past, present and future in a way which is engaging and compelling, creating new fans.

Talking about recently launched product, we look at pedals and wheelsets.

First up, the Trail FUSION, and Trail ROC+ flat, pedals. At launch Alexandre Lavaud, Category Manager at LOOK commented “with the launch of the Trail ROC+ and FUSION, LOOK’s pedal range now covers nearly every riding category for cyclists.

“Our French production team has developed the best pedals using premium materials and components sourced in France, with unrivalled manufacturing skills. Thanks to our 35 years of experience in pedal production, our TRAIL pedal range will soon become a best-in-class in the market, and will be so for years to come.”

Talking wheelsets, and the recently launched Essentia 40, Hugo Poudrel, Category Manager, Corima Wheels comments, “The ESSENTIA 40 is destined to erase the borders between road and gravel. Fast, lightweight, ultra-versatile and hand-built in our workshop, the wheel benefits from the full extent of Corima’s know-how in performance, reliability and design. The ESSENTIA 40 strengthens Corima’s range and enables more riders to experience CORIMA quality and performance.”

Back on tour

We started the conversation talking about the return to the WorldTour, with Cofidis, supporting the men’s UCI WorldTour team, women’s Continental Pro Team and UCI Paracycling Team with LOOK bikes and pedals, plus Corima wheels.

Here Seb comments: “LOOK has never left the world of high performance with track bikes, Corima wheels and pedals for road and off road, We were present at the Olympics games, Grand Tour and Rampage. Of course, we are proud and very excited to complete our presence in the high level of road racing with the Cofidis partnership. This partnership will be an amazing momentum to develop products and support the professional with Cofidis men’s UCI WorldTour team, women’s Continental Pro Team and UCI Paracycling Team. We are sharing the same values of excellence, performance, and French spirit.”

For LOOK pedals, please contact your ZyroFisher Account Manager or call 01325 741 325.

For UK retailers keen to explore options with LOOK bikes and frames, including the new 765 Optimum,  please contact the ZyroFisher Bike Sales Team by email.