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Shimano Steps Up Neutral Support at La Ruta

Published August 29, 2011

SAN JOSE, Costa Rica (BRAIN)—Shimano is expanding its neutral support program in Latin America by sponsoring the granddaddy of all adventure races: La Ruta de los Conquistadores.

Shimano will provide neutral mechanical support at the Nov. 2-5 race with one technical location during each of the four stages. It will also provide logistic services and hydration during all the stages through its Costa Rican distributor Ciclo San Nicolas.

Nicolás Muszkrat, with Shimano Latin America, said the goal is to be closer to the customer, understand riders’ needs and improve their experience on the bike.

“Neutral support is something new in Latin America, and Shimano has been giving several services like this to many other events,” Muszkrat said. “We try to be involved with the most representative events in the region. By giving neutral support to the riders, we give the riders a real benefit, which goes much more beyond than a marketing action.”

La Ruta began in 1993 as one of the first mountain bike stage races in the world and gained a grueling reputation for its distance, technical difficulty and unique topography. The course follows the journey made by 16th century Spaniard conqueror Juán De Cavallón from the Pacific Ocean to the Atlantic Ocean passing through mountains and volcanoes for a total of 39,000 feet of climbing.

Topics associated with this article: Events

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