Pedro Couto Lopes talks cycling as a passion with purpose

In this guest feature, Pedro Couto Lopes shares his thoughts on cycling, community, economic and environmental sustainability, and the potential of brand power as a force for good. 

Cycling isn’t just about the ride—it’s about the people, the planet, and the passion.

A brand should not solely focus on leading innovation and design. They need to empower people and their communities whilst building a sustainable future.

Innovation and design often take the spotlight in the dynamic realm of cycling. Yet, for brands like Ciovita, the journey towards a better future involves more than just cutting-edge products. It’s about fostering community, empowering individuals, and addressing environmental concerns. In a world driven by progress, Ciovita recognizes that any endeavour’s heart lies in the people and the communities it collaborates with.

Beyond innovation: Empowering people and communities

For brands to create a lasting impact, they must invest in the growth and development of the people they work alongside. Ciovita understands that a thriving cycling ecosystem is built on knowledge-sharing, skill development, and mutual support.

Sustainability in focus: A holistic approach

A brand should not solely focus on leading the way in innovation and design. It must also champion sustainability, considering the impact of its products on the environment. Bicycle inner tubes, for instance, have become a significant contributor to global waste. Ciovita acknowledges this challenge and takes action through its ‘Recycled Inner Tube Project’.

This initiative showcases one of many of Ciovita’s commitments to making the sport of cycling more sustainable. By repurposing and recycling inner tubes, the brand reduces waste and sets an example for the industry. This holistic approach to sustainability aligns with the values of cycling enthusiasts like myself, who care about the planet as much as they do about their rides.

A better future for all

Whether cycling-related or not, any brand’s aim must be to create a legacy of positive change where innovation, empowerment, and sustainability intertwine.

Ciovita: About the brand

Ciovita is a Cape Town, South Africa, headquartered international cycling apparel brand. In February of 2023 the brand announced a dedicated UK and European operations and distribution hub, with the brand already active in Spain, Croatia and Switzerland.

As an established supplier of kit to global events, via a partnership with the Ironman Group, Ciovita is the Official Technical Cycling Apparel Partner to the Epic Series and its global portfolio of eight class-leading mountain bike stage races. The brand is responsible for design and manufacture of the coveted Epic Series leader jerseys, which the world’s best MTB riders battle for, as well as the leader jerseys for the various categories within each Epic Series event.