Eddy Merckx – The Cannibal’s bicycle empire
Eddy Merckx, often regarded as the greatest cyclist of all time, wasted no time in building his post-racing career. In 1980, shortly after retiring, he launched Eddy Merckx Cycles, a premium bicycle brand based in Belgium. The company became synonymous with high-performance road bikes and was used by professional teams. Though Merckx later sold the company, his name remains one of the most respected in the cycling industry.
Francesco Moser – From pedals to vineyards
After winning the 1984 Giro d’Italia and breaking the Hour Record, Francesco Moser transitioned seamlessly into another passion—winemaking. The Moser Winery, based in Trentino, Italy, produces high-quality wines, including sparkling Trento DOC. Moser’s family had been involved in winemaking for generations, and he expanded the business, using the same discipline he applied to cycling. Today, his winery is a respected name in the Italian wine industry.
Fabian Cancellara – Coaching & apparel
Swiss time-trial specialist Fabian Cancellara has built a strong brand post-retirement. He launched Chasing Cancellara, an endurance racing series that allows amateur cyclists to ride alongside him. His entrepreneurial spirit also extends to cycling apparel, where he has been involved in designing premium cycling kits. Additionally, Cancellara focuses on coaching and mentoring young cyclists.
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Chris Boardman – Innovation in cycling technology
British cycling legend Chris Boardman turned his deep knowledge of aerodynamics and performance into a business empire. He founded Boardman Bikes, a brand focused on providing high-quality bicycles across all levels—from professional racers to everyday riders. His expertise in aerodynamics also led him to work as a consultant for Team GB’s Olympic cycling team. Boardman later expanded into urban mobility, becoming an advocate for better cycling infrastructure in the UK.
Alberto Contador – Crafting the perfect ride
Double Tour de France winner Alberto Contador founded Aurum Bikes alongside fellow pro cyclist Ivan Basso. The brand focuses on high-performance road bikes, blending Contador’s racing knowledge with modern engineering. Additionally, Contador remains involved in the sport through the Fundación Contador, which supports young cyclists and promotes cycling as a healthy lifestyle.
Maurizio Fondriest – Precision in bicycle design
Maurizio Fondriest, the 1988 World Champion, channelled his expertise into bicycle manufacturing. Fondriest Bikes became known for their combination of cutting-edge technology and Italian craftsmanship. Although not as widely recognised as some other brands, Fondriest bicycles gained a loyal following among cycling enthusiasts who appreciated their sleek design and performance-focused engineering.
Bernard Hinault – Farming & cycling advocacy
Nicknamed “The Badger” for his aggressive racing style, Bernard Hinault opted for a completely different post-cycling life. The five-time Tour de France winner returned to his roots, running a farm in Brittany, France. Despite leaving the business side of cycling, Hinault remains active in the sport, frequently appearing at Tour de France events and voicing strong opinions about modern cycling.
Many of cycling’s greatest have successfully transitioned from racing into the business world, using their knowledge and passion to build lasting brands. Have you bought something from the legends of the sport?
