POZZOLEONE, Italy (BRAIN)—There’s a reason why, after twelve years of Outdoor Demo, no one has ever served ice cream in the desert. It is not a task for the faint hearted.
“I’m still not sure if we know what we’re getting into out there, but I suppose if it’s a complete disaster I’ll have a back-up job as a gelato scooper by the time we’re finished,” said Fizik’s U.S. marketing arm, Suzette Ayotte.
In addition to its authentic Gelateria in the desert, the Fizik crew is recruiting a number of “celebrity cyclists” for Gelato Tricycle laps. Rumored to have signed up for a loop of pedaling the 250-pound freezer around in the desert heat thus far are 2007 XC and STXC NMBS Champion Team Maxxis’s Geoff Kabush; XTERRA World Champion Melanie McQuaid; Team Healthnet pb Maxxis’s Tim Johnson; Freerider Brandon Semenuk and Canadian DH Girl, Katrina Strand.
Feeling parched? Stop by for a cup…or just follow the bells. While retailers are waiting for their gelato they are invited to take a load off at one of several café tables and take in the saddle sights. On display will be its 2008 flavors: all new all-terrain and road saddles featuring the new zea:k, new Gobi XM, new Aliante XM and the 70-gram-lighter Arione.
It’s tasty and it’s free: Seven Flavors of Gelato. And there’s lots of product to see at the Gelateria.