When I first visited Christian Meier and the soon to be opened The Service Course in Girona, I knew that I had found the perfect backdrop for future experiential marketing opportunities. Shortly there after we organised a product launch for the latest generation ENVE 3.4 SES wheels, bringing in a mix of dealers, media and ambassadors for a weekend of riding around Girona, dinner at David Millar’s Chapter3 studio with VeloChef, Henrik Orre and a coffee tasting at Espresso Mafia. A couple years later, we repeated this experience with some slight variations, this time for the ENVE 3.4AR gravel wheel. Both instances were a new take on how to do a product launch, leaving everyone involved forever changed.