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Trek and Segafredo: Behind the combination of bikes and coffee

Three-year sponsorship gives the team a bigger budget and a new direction

The Trek-Segafredo sponsorship seemed like a perfect marriage between two important global brands at the presentation in Treviso on Thursday.

Trek Factory Racing first in line to sign Nibali for 2017

Cancellara open to racing Giro d'Italia while Trek also monitor Nibali’s future

Trek Factory Racing set to make major announcement Wednesday

Segafredo joins Trek Factory Racing as co-title sponsor

Cancellara confirms Giro d'Italia participation

  • Segafredo deal will allow Trek to fill hole left by Cancellara's retirement in 2017

The US-registered team and the global coffee company share the same red, white and black brand colours, and both Trek and Massimo Zanetti’s holding company - which owns Segafredo and several other coffee brands, each started as family businesses.

Trek started in a barn in Waterloo, Wisconsin, while Massimo Zanetti, now 67, took over the family-owned coffee roasting business in Treviso in the early 70s. Via a series of takeovers, tie-ups and franchises, the company has grown to become one of the biggest in the world, producing 92,000 tonnes of coffee a year, with a turnover of 1.3 billion Euro. 35 per cent of the company was recently floated on the Milan stock market in 2015, raising over 200 million Euro and valuing the company at close to 540 million Euro ($615 million).

Zanetti proudly announced the Segafredo cycling sponsorship during a meeting with global brand managers. Many are cyclists and welcomed the news, pushing to pose for selfies with Fabian Cancellara and the new jersey. Segafredo is the first major Italian company to sponsor a cycling team for several years, with many in Italian cycling hoping it will open the door to other new sponsors after years of crisis.

“I’ve been lucky in life. Now I hope to give some good luck to the Trek-Segafredo team,” Zanetti said during the presentation. “I’m a man of sport. My father taught us all to love sport and practiced a lot of sport. I live in the province of Treviso, where highest number of people in Italy ride bikes.”

Zanetti confirmed to Cyclingnews that the brand will remain a co-title sponsor with team owners Trek for the next three years, with an option for a further two years. The arrival of Segafredo will boost the team’s budget by between 30 and 40 per cent, and allow the signing of a Grand Tour team leader and perhaps a Classics contender to replace Fabian Cancellara. Both Peter Sagan and Greg Van Avermaet could be available for 2017.

Zanetti opted to join forces with Trek rather than create a new team with Bjarne Riis .

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“We were negotiating with Riis after he’d left Tinkoff, to create our own new team. But we didn’t want to be directly involved in the management of the team At the same time, we spoke to Luca Guercilena at Trek. We realised we had the best fit with Trek, and things went from there,” he revealed.

“I love cycling and ride at the weekends, but we’ve also got to think of the business aspects and the return on investment. I’m convinced that cycling gives a good return. Cycling is one of the most popular sports in the world and is followed by millions of fans, who will now hopefully drink our coffee.”

“Our project is to help the team grow as a global team and sign some of the biggest riders in the peloton. It’s true that we’d like to sign Nibali. Let's hope so. It’d be a dream come true for me.”

  • See also:  Segafredo joins Trek Factory Racing as co-title sponsor

Long term backing, a bigger budget and possibly a new direction

Zanetti and the Vice President of Trek Bicycles Joe Vadeboncoeur completed the deal to form Trek-Segafredo with a handshake. While Trek has given up being the sole title sponsor of the team, it has gained some long-term backing and secured a bigger budget.

“Segafredo’s sponsorship doesn’t double the budget, but it’s significant. More than the investment, it’s the duration that is important," Vadeboncoeur told Cyclingnews. "They’re in for the long term, which allows us to target the team in different directions. Fabian Cancellara’s contract ends in 2016 and so after that, we have the option to point in a different direction if we choose to. If we want to chase Grand Tours after 2016 now were able to do that.”

Vadeboncoeur is not afraid to admit that Nibali is on their list of riders for 2017.

“He’s a huge talent, a great rider and has a lot of years left in his career. He’s Italian, and so Segafredo would like it. We would like it, and Luca has a good relationship with him,” he said. “At the moment, we don’t know if he’s going separate from his current team after 2016, but I think it would be fun to build a squad around him.”

Zanetti is expecting some important results in 2016 before the team is somehow rebuilt and redirected after Cancellara’s career ends. Cancellara won the 1999 Junior world time trial title in Treviso and raced with the Fassa Bortolo team that is based nearby. Zanetti is hoping Cancellara can complete his career and kick off Segafredo’s sponsorship in style by winning Milan-San Remo and then pulling on the maglia rosa at the Giro d’Italia.

“He’s promised me he’d bring the pink jersey back to Italy after the opening stages of the Giro d’Italia in the Netherlands. Let’s hope he keeps his word,” Zanetti said.

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Stephen is the most experienced member of the Cyclingnews team, having reported on professional cycling since 1994. He has been Head of News at Cyclingnews since 2022, before which he held the position of European editor since 2012 and previously worked for Reuters , Shift Active Media , and CyclingWeekly , among other publications.

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Check out Trek-Segafredo’s Trek Emonda for 2023

Check out Trek-Segafredo’s Trek Emonda for 2023

First Published Jan 31, 2023

The Trek-Segafredo men’s and women’s teams will be dividing the vast majority of their time between the Trek Madone SLR aero road bike and this lightweight Trek Émonda SLR in 2023. Let’s take a closer look at the Émonda…

The current Émonda has been around for over two years now – doesn’t time fly? – with Trek calling this incarnation its fastest-climbing bike ever.

> Check out our story from when the current Trek Emonda was launched

2023 Trek-Segafredo Trek Emonda - 27.jpeg

The Émonda has always been the lightweight road bike in Trek’s range, but the US brand also focused on aerodynamics in the development of the latest model. 

> Trek releases radical Madone SLR, its “fastest road race bike ever”

2023 Trek-Segafredo Trek Emonda - 13.jpeg

The designers say they spent most time working on the front end of the bike – the bar/stem, head tube and down tube – because that’s where you can make most aero gains, testing both with and without a water bottle in place.

2023 Trek-Segafredo Trek Emonda - 28.jpeg

Trek says that the flagship Émonda SLR platform is 60 seconds per hour faster than its predecessor on flat roads – in other words, on the older bike it would take you 61 minutes to ride as far as you could in 60 minutes on the newer one – and 18 seconds per hour faster on an 8% gradient (Trek’s notional rider upon which these figures are based is 70kg and puts out 350 watts for the hour). 

2023 Trek-Segafredo Trek Emonda - 23.jpeg

Trek says that the Émonda SLR isn’t as aerodynamically efficient as its Madone platform but that it's marginally ahead of the Domane endurance bike.

2023 Trek-Segafredo Trek Emonda - 8.jpeg

Using deep-section tubes adds weight over round tubes so the current Émonda SLR that Trek-Segafredo riders use is slightly heavier than the previous model, but the frame still comes in under 700g. The designers say that the slight weight penalty is still worth it for the net gain in speed in most circumstances thanks to improved aero efficiency.

2023 Trek-Segafredo Trek Emonda - 18.jpeg

In order to hit its weight, strength and stiffness targets for this bike, Trek says it had to use a new kind of carbon fibre within the layup – which it calls 800 Series OCLV carbon.

Trek isn’t keen on giving away too many secrets but says that from a fibre-type perspective, OCLV 800 is 30% stronger than the material it uses for its OCLV 700.

2023 Trek-Segafredo Trek Emonda - 7.jpeg

Trek-Segafredo riders use handlebars, stems, seat posts and saddles from Trek’s in-house Bontrager brand.

The bar and stem are separate units here and the hoses for the hydraulic disc brakes run externally before entering the frame at the top of the head tube.

2023 Trek-Segafredo Trek Emonda - 16.jpeg

There are no gear cables or wires to worry about because Trek-Segafredo riders use SRAM Red eTap AXS groupsets with wireless shifting. They also use Quarq SRAM Red AXS Power Meters.

2023 Trek-Segafredo Trek Emonda - 10.jpeg

Team riders can choose between 48/35, 50/37, 52/39 and 54/41-tooth chainsets and 10-28 or 10-33 12-speed cassettes.

> Check out our SRAM Red eTap AXS First Ride Review

The wheels are from Bontrager: RSL37, RSL51 or RSL62, depending on the terrain, conditions, and rider preference. The number in the name refers to the rim depth in millimetres. All of these wheels use DT Swiss 240s internals with Ratchet EXP 36-point engagement.

2023 Trek-Segafredo Trek Emonda - 14.jpeg

The wheels are fitted with Pirelli P-Zero tyres. The team uses tubeless, clinchers, and tubulars.

2023 Trek-Segafredo Trek Emonda - 9.jpeg

The team use Time XPro-10 pedals, Time being a brand that’s now owned by SRAM, and Wahoo Elemnt Bolt and Roam bike computers.

trek segafredo

Mat has been in cycling media since 1996, on titles including BikeRadar, Total Bike, Total Mountain Bike, What Mountain Bike and Mountain Biking UK, and he has been editor of 220 Triathlon and Cycling Plus. Mat has been road.cc technical editor for over a decade, testing bikes, fettling the latest kit, and trying out the most up-to-the-minute clothing. He has won his category in Ironman UK 70.3 and finished on the podium in both marathons he has run. Mat is a Cambridge graduate who did a post-grad in magazine journalism, and he is a winner of the Cycling Media Award for Specialist Online Writer. Now over 50, he's riding road and gravel bikes most days for fun and fitness rather than training for competitions.

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Interesting to see the pro team bikes are sans integrated bars. I know people who have started to get replacement bars from trek after the recall. I decided to keep mine instead of getting the temp replacement but to see the team with a different set up raises eyebrows. 

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It's possible that the reason is that many pros will use 150-170mm stems with narrow bars, it's not worth tooling up to manufacture the whole assembly for that size, which hardly anyone will buy, whereas it's possibly cheaper/easier to do smaller runs of longer stem & narrow bars separately.

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